Jahangirnagar University

Assignment
On
“Comparison between an Effective and Ineffective Packaging and Labeling”

Course Title: Integrated Marketing Communication

Course Code: EMKT - 512

Submitted To

Ms. Barota Chakraborty

Associate Professor
Department of Marketing
Jahangirnagar University

Submitted By
Md. Mesbaul Haque Chowdhury
ID 20183083

Date of submission: August 08, 2020

Comparison between effective and ineffective packaging &
labeling of two different types of salt.
Introduction
Packaging is one of the most important processes without which nowadays products would not be
finished. When the competition is high, like it is today, the products of rivalling companies become
very similar in their functions. More often than ever before, customers pick the product not by
their characteristics but by the characteristics of their package. Regulations on national and
international levels determine the ways of usage of packaging. From the branding perspective,
packing works as a brand enhancer and identifier to attract consumers‟ attention on the store
shelves and fulfils the function of brand positioning and competitive advantage.
Packaging is the process of designing and producing the container or wrapper which stores,
protects, identifies and promotes a product.
It can include three types of packaging a) primary, b) secondary and c) tertiary (shipping)
package. The primary package is the primary container of the product (e.g. tube of toothpaste
Secondary package is that which is thrown away when the product is just to be used (e.g. cardboard
box containing toothpaste tube). Distribution packages are all the packages
Primary Packaging
 The packaging that most closely touches a product, often referred to as “retail packaging.”
 Its main goals are to protect the product and inform or attract a customer.
 What’s considered to be primary packaging depends on the product.
Secondary Packing
 The packaging used to ship products already in primary packaging.
 Its main goals are to protect products and provide branding during shipping.
 It’s also used as display packaging in retail locations such as grocery stores
Tertiary Packaging
 The packaging used most often by warehouses to ship secondary packaging.
 Its mail goal is to properly protect shipments during their time in transit.
 Tertiary packaging is typically not seen by consumers.

ACI salt comes in-

Primary Package: A vacuum tetra polybag.
Secondary Package: a cardboard box.
Tertiary Packaging: a corrugated box containing dozen boxes.
Comparison between effective & ineffective packaging
ACI salt vs. Open market salt: (Packaging)
 Brand Identification:
ACI salt is a product of well identified brand in our country, on the other hand
open market salt has no brand identity.
 Physical protection:
ACI salt (protected from temperature, compressor etc.)
Open Market salt: (Not properly protected)

 Defensive protection:
ACI salt (Product is protected from dust, water, different gassy elements etc.)
Open market salt: (Not available)
 Contentment:
ACI salt (Nicely contained)
Open market salt: (It is flowerless and need containment)
 Persuade:
ACI salt has a strong convincing power because of their brand recognition.
On the other hand open market salt cannot make customer convinced.

Marketers use labeling to their products to bring identification. This kind of labeling helps a viewer
to differentiate the product from the rest in the shelves of the market. There are several used of the
label for the products in the market. Labeling is used for packaging the product. In marketing, a
marketer can also use a sticker inedible products to impart knowledge of the ingredients of the
food items. This helps to spread awareness among the customers about the item they are consuming
and labeling also helps to mention ingredients.
Types of labeling in marketing

There are various types of labeling in marketing.

 Branded Product Labels Products need to be branded to help with identification and play
a key role in company brand building programs. Branded Product Labels need to be
securely bonded to the product surface in a way that is best suited to that product.
 Eco or Information Labels Information Labels or Eco-Labels are used on consumer
products such as foodstuff and fast moving consumer goods. They are used to impart
information to the consumer about the product. Often these types are made out of eco-
friendly substances so that they do not interfere with the products they are associated with.
 Other Product Label Types There are a number of different label types that are in
common usage around the world that are regular mass produced by specialist printing
services.

Comparison between effective & ineffective Labeling

ACI salt vs. Open market salt: (Labeling)

 Identification:
• ACI salt labeling helps in the identification and principal place of business of the person for
whom the prepackaged product was manufactured, processed, produced or packaged for resale.
• On other hand Open market salt does not give any brand identification.
 Grading:
• ACI salt provides grading of product but open market salt does not.
 Label Description:
• Labels provide the information regarding the ACI salt. It describes the contents, nutritional
values, cost, product usage methods, shelf life etc.
• Whether Open market salt has not any label of description.
 Promotion:
• Finally labels helps in the promotion the ACI salt through attractive and bright graphics
replacing packet.
• On other hand Open market salt does not have any promotion.
What must you include in the product label?
A label needs to comply with the Competition and Consumer Act 2010 (CCA). This Act is
required to give information to consumers, such as:
• The mandatory consumer product information standards under the CCA
• Industry specific regulations, such as the Food Standards Code
• Labels required by customs for some imported products under the Commerce (Trade
Descriptions) Act.

Packaging and package labelling have several objectives.

• Physical protection – Protection of the objects enclosed in the package from shock, vibration,
compression, temperature, etc.
• Barrier protection - A barrier from oxygen, water vapor, dust, etc.
• Containment or agglomeration - Small objects are typically grouped together in one package
for transport and handling efficiency. Alternatively, bulk commodities (such as salt) can be divided
into packages that are a more suitable size for individual households.
• Information transmission - Information on how to use, transport, recycle, or dispose of the
package or product is often contained on the package or label.
• Reducing theft - Packaging that cannot be re-closed or gets physically damaged (shows signs of
opening) is helpful in the prevention of theft. Packages also provide opportunities to include anti-
theft devices.
• Convenience - features which add convenience in distribution, handling, display, sale, opening,
re-closing, use, and re-use.
• Marketing - The packaging and labels can be used by marketers to encourage potential buyers
to purchase the product

Importance of labeling and packaging

Another main purpose of the use of labeling and packaging is to exaggerate the product. A
marketer needs to grab the attention of a viewer to purchase the product. Labeling and packaging
should be able to beautify a product to add to its visual appeal.

This can instantly grab a viewer’s attention towards a product. You can arouse interest in the
mind of a customer towards a product through an attractively designed label. It is essential to use
a good quality material for the sticker.
Importance:

The role of packaging and labeling has become quite significant as it helps to grab the
attention of the audience.
Labelling and packaging can be used by marketers to encourage potential buyers to purchase the
product.
Packaging is also used for convenience and information transmission. Packages and labels
communicate how to use, transport, recycle or dispose of the package or product.

Conclusion
Modern packaging must be attractive to the buyer and convenient to use at all stages of the life
cycle. Given the existing diversity of identical products today those producers win whose
packaging optimally combines the functions of protection and promotion of goods. But the
packaging has the second side. Its cost should be small compared with the cost of the packaged
product. Therefore the technology of its manufacturing must constantly evolve.