PROJECT REPORT

(submitted for the partial fulfillment of the Degree of B.COM Honours in Accounting & Finance under
University Of Calcutta)

TITLE OF THE PROJECT

IS ATTRACTIVE PACKAGING REALLY A NECESSITY OR A EYEWASH?

SUBMITTED BY:-

NAME OF THE CANDIDATE:- NIDHI HEMANSHU BHIMJIYANI

REGISTRATION NUMBER :- 017-1211-1857

CU ROLL NUMBER:- 191017-11-04

NAME OF THE COLLEGE:- THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

COLLEGE UID:- 0101190257

SUPERVISED BY

NAME OF THE SUPERVISOR: TRUPTI UPADHYAY

MONTH AND YEAR OF SUBMISSION

APRIL - 2022

NAME OF UNIVERSITY : UNIVERSITY OF CALCUTTA

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 ACKNOWLEDGEMENT

I would like to express my extreme gratitude to Prof. TRUPTI UPADHAYA for providing his valuable time
and inputs without which the completion of this project would not have being possible. I am extremely thankful
to her not only for her valuable assistance but also for her morale support which motivated me from time to timt
to complete this project.

I extend my gratitude to THE BHAWANIPUR EDUCATION SOCIETY COLLEGE for giving me this
opportunity.

I also acknowledge with a deep sense of reverence, my gratitude towards my parents and members of my family
who has always supported me morally and economically.

At last but not least gratitude goes to all my friends who directly and indirectly helped me to complete this
report

Any omission in this brief acknowledgement does mean lack of gratitude.

THANKING YOU,

NIDHI HEMANSHU BHIMJIYANI

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 INDEX
SSR NO. PARTICULARS PAGE NUMBER

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 INTRODUCTION

1.1 INTRODUCTION
Packaging is the science, art and technology of enclosing or protecting products for distribution , sale , storage ,
and for use. Packaging also refers to as the process of designing, evaluating, and producing packages.
Packaging can be described as a coordinated system of preparing goods for transport, warehousing , logistics ,
sale and end use. Packaging is a coordinated system made up of any materials of any nature, to be used for
preparing goods for containment, protection, transport, handling, distribution, delivery and presentation. Several
authors and researchers in the packaging field have described and defined them in various ways. Paine,
Robertson and Livingstone and Sparks emphasize seven fundamental functions of packaging for the product to
be: protection, containment, preservation, apportionment, unitization, convenience and communication of the
product. The legal ramifications of the initiatives taken by governments and authorities can impact the way
actors relate to the packaging functions. Some copyright, intellectual properties, trademarks and patent laws fall
into the category of protecting packaging designs and technologies. Packaging logistics primarily brings
together different packaging disciplines with logistics and supply chain management disciplines to complement
and support one another. Logistics is an application-oriented management discipline of the “flow of
things”.Consumer’s intentions to purchase package products depend on the degree of extent to which
consumers expect that the product will satisfy their needs when they will consume it. But there are certain
situations when they haven’t even heard about the products while entering into the stores, so the intention to
purchase the very such product is determined by what it is communicated at the point of sale. So, at the time of
sale when the product is not familiar to the consumer the only factor that attracts consumers to purchase is
packaging.

It become a critical factor when the consumer decision-making process is in progress and how they perceive it
depends upon the communication elements, which become the key factor to success for marketing strategies.
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1.2) NEED FOR THE STUDY

1) My need for study is to simply emphasize and pave a way towards effective packaging , that would help
me to understand the packaging industry better. Some questions as to - Why packaging is necessary?
Need for an attractive package.
The very first task is to go through the packaging concept, defining what the packaging should basically
be or do for a particular product.

2) Secondly, the decisions must be made on additional elements- size, shape , material , color , text and
brand mark.

3) Thirdly, the engineering test to ensure that a package stands up a normal conditions.

Packaging is the first thing a customer observes when he is shopping for any product. Packaging could include
the box that the product is shipped in or the shopping bag the item is placed in at the store. Inner packaging is
what keeps your product nestled safely in the outer packaging.

Product packaging works as a silent salesman because consumers often make a psychological connection with
it. Packaging may appeal to consumers if it represents something that’s important to them or symbolizes
someone they aspire to be. Shoppers who have environmental concerns may choose a product packaged in
recycled materials. People who have active lifestyles may select a product because the packaging includes a
photo of an athlete who epitomizes vitality.

In current pandemic situation packaging is playing vital role in everyday lifestyle. Packaged food is being given
more preference during pandemic. Although packaging has evolved in many ways, but due to increased demand
of food supplies, household items like cleaner and disinfectant large amount of waste is being generated.
Keeping environment in mind many organization has joined hand to reuse plastic waste whether they are pet
bottle or flexible bags. Many food products from bread to cookies stay fresher when sealed in packaging. For
example, bread becomes stale in mere minutes outside of its packaging. Foods that are canned or vacuum-sealed
can stay fresh on a shelf for months or even years, while they'd last only days in the refrigerator before spoiling.
Packaging keeps fluids like ink and perfume from evaporating. Paper becomes discolored and glue unusable
when exposed to the air, but keeps for years in its packaging. Items that could be sold without packaging like
stuffed animals and other toys are shielded from the dings and dirt they encounter during shipping or sitting on
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store shelves.
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Increase positive opinions of your company through packaging that is resistant to damage and gets your product
into the hands of your customer on time, every time. Product packaging has a strong effect on consumers so be
sure to utilize the marketing benefits packaging offers as well. First impressions count! Your customer sees the
package before they open the box to view your product. Use packaging to create a lasting impression that will
resonate with your customer and distinguish your brand!

1.3) OBJECTIVES OF STUDY

1. Protection:
The basic objective of packaging for industrial goods such as components and machinery is to protect the

product while in transit. But packaging for consumer goods has a broader aim.

2. Cognizability:
It is not enough for packaging to protect the product. Since the product is meant for sale in final form to the

ultimate customers, it must also make the particular brand recognisable and appealing to buyers. This is very

important in the case of packaged foodstuffs and other frequently purchased items from supermarkets and self-

service stores. Here several brands of a product are displayed next to one another on the shelves, and it is

important that the colour and design of a package attract the attention of the customers and thus play a major

part in promotional strategy.

The packaging lends charm to the product and reinforces the brand name. If the packaging does not induce the

consumer to pick the commodity’s brand in this situation, then all previous promotional efforts to differentiate

these brands are wasted. Thus, packaging is an aid to advertising.

3. Shortage and usage:

Packaging also facilitates the storage and use of products. Thus packages may be so designed as to conduce to

the ease of handling by consumers and by members of the channel of distribution.

RESEARCH METHODOLOGY

Research methodology simply refers to the practical “how” of any given piece of research. More
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specifically, it’s about how a researcher systematically designs a study to ensure valid and reliable results
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that address the research aims and

 objectives. 

In other words, the methodology chapter should justify the design choices, by showing that the chosen
methods and techniques are the best fit for the research aims and objectives, and will provide valid and
reliable results.

1.4 LITERATURE REVIEW

In early times, Prior to World War II, Packaging was used primarily to surround and protect products during
storage, transportation, and distribution. Some packages were designed with aesthetic appeal and even for ease-
of-use by the end consumer, but package design was typically left to technicians. After World War II, however,
companies became more interested in marketing and promotion as a means of enticing customers to purchase
their products. As a result, more manufacturers began to view packaging as an integral element of overall
business marketing strategies to lure buyers.This increased attention to packaging coincided with
socioeconomic changes taking place around the world. As consumers become better educated and more flush,
their expectations of product, and their reliance on them increased as well. Consequently consumer began to
rely much more heavily on manufactured goods and processed food items. New technologies related to
production, distribution, and preservatives led to a massive increment in the number and type of products and
brands available in industrialized nations. Thus, packaging became a vital means of differentiating items and
informing inundated consumers.Packaging today, is regarded, as an essential part of a successful business
practice. Package design became a marketing science, and as a new corporate cost-consciousness developed in
response to increased competition, companies began to alter packaging techniques as a way to cut production,
storage, and distribution expenses. Furthermore, marketers began to view packaging as a tool to exploit existing
product lines by adding new items and to pump new life into maturing product. (2)

A review of the above literature indicates that there are mainly four packaging elements potentially affecting
consumer purchase decisions. They can be separated into two categories; visual and informational elements.
The visual elements consist of graphics, images size and shape of packaging. Informational elements relate to
product information and information about the technologies used in the package. However the product
information can further be categorized into food labeling, ingredients information, nutrition information,
manufactures and expiry information etc.

Now to achieve that communication goal effectively and to optimize the potential of packaging, the marketers
and the package designers must have to consider consumer perception point, their past experiences, their needs
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& wants, and understand how packaging design layouts get consumers to notice the package and notice
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messages on the package and evaluate packaging design and labeling for their effectiveness in the
communication effort because it is also important to notice that not all consumers evaluate the packaging in the
same way.

1.5 LIMITATION OF THE STUDY

Limitation of this study is that enough data in scenario could not be collected due to time restraint.

Being a secondary data it could not give the clear impact as it could have on primary data.

This study gives a compact report of the total scenario which could have shown in detail, if worked on primary data.

It is my first attempt to undertake such a study thus inexperience is also an obstacle to accomplished the project

in a proper way.

Conceptual Framework

2.1 SCOPE OF THE STUDY

During recent decades, the importance of the packaging system and its different functions has been increasing.
Traditionally, packaging is intended as a means of protecting and preserving goods, handling, transport, and
storage of products1. Other packaging functions like sales promotion, customer attention and brand
communication have consistently grown in importance. It means that when a packaging developer makes a
package, it needs to be designed in order to meet the demand from a sales and a marketing perspective, and not
only from a manufacturing process and transportation network perspective.

The European Federation defines packaging as all products made of any materials of any nature to be used for
the containment, protection, delivery and presentation of goods, from raw materials to processed goods.

Packaging is built up as a system usually consisting of a primary, secondary, and tertiary level. The primary
package concerns the structural nature of the package; it is usually the smallest unit of distribution or use and is
the package in direct contact with the contents. The secondary package relates to the issues of visual
communication and it is used to group primary packages together. Finally, the tertiary package is used for
warehouse storage and transport shipping.

Packaging plays a key role in product success, particularly in the fast moving consumer goods industry and can
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affect consumers purchasing decisions at the point of sale ( Sara , 1990 ). However, relatively little has been
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written about packaging in the marketing literature (Johnson, 1998; Saghir , 2002; Rundh, 2005 ). The purpose
of this paper is to provide theoretical framework with which to examine how packaging contributes to
marketing in general and new product development (NPD) in particular. The paper review of literature and
develops the unique framework that can be used to evaluate more fully the needs of all parties that are relevant
to the development of packaging , including members of the distribution channel. This framework aims to
provide new insight into the creation of new products opportunities through packaging development in the more
systematic ways than has been evidenced in the past.

Packaging is build up as a system usually consisting of a primary, secondary and tertiary level. The primary
package concerns the structural nature of the package; it is usually the smallest units of distribution or use and is
the package in direct contact with the contents. The secondary package relates to the issue of virtual
communication and it is used to group the primary packages together. Finally, the tertiary package is used for
warehouse storage and transport shipping. Here are some takes on national and international scenario of
packaging

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2.2 NATIONAL SCENARIO

The Packaging Industry in India is expected to register a CAGR of approximately 26.7% during the period
(2021-2026). After the COVID-19 pandemic, most developed countries burned wastepaper or used it for
landfills to avoid coronavirus spread. This has resulted in a huge shortage of raw materials for Indian paper
mills. The manufacturers of Indian corrugated cardboard boxes are working to keep transport packaging
flowing to makers of essential products, including packaging for food and other consumer products, medical
and pharmaceutical products, tissue, and hygiene products.

 Further, the demand for packaging is growing due to the rising population, increasing income levels,
changing lifestyles, increased media penetration through the internet, television, and growing economy.
Moreover, it is one of the strongest growing sectors in the country. According to Care Ratings, a prominent
credit rating company in India, more than 49% of the paper produced in the country is used for packaging
purposes.

 The rapid growth of the market is primarily driven by the pharmaceuticals and foods and beverages
industries. Huge investments in the food processing, personal care, and pharmaceutical end-user
industries are creating scope for expansion of the packaging market. According to recent data released
by the Associated Chambers of Commerce and Industry of India, the market size for organized packaged
food is expected to reach INR 780 million, in 2020, from INR 530 million, in 2016.

 The rise of the Indian middle class, the rapid expansion of organized retail, the growth of exports, and
India’s rising e-commerce sector is further facilitating growth. According to the Indian Institute of
Packaging (IIP), the packaging consumption in India has increased by 200% in the past decade, rising
from 4.3 kg per person per annum (pppa) to 8.6 kg pppa.

 In order to further maximize the potential of the packaging sector in India, the government has been
continuously consulting the industry experts. For instance, PIAI (Packaging Industry Association of
India) has been asked to formulate policies and guidelines that are expected to augment India’s export
potential in the international market.

2.3 INTERNATIONAL SCENARIO

The global flexible packaging market size was estimated at USD 221.81 billion in 2016, growing at a CAGR of 4.7
from 2017 to 2022. Growing food requirements on account of rising population in Asia Pacific particularly in India
and China is expected to have a positive impact on the industry growth over the next seven years.Bioplastics was one
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of the key raw material used by flexible packaging manufacturers. Growing demand for bio-based PLA films in the
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food, bakery, confectionery, and snack packaging applications owing to easy recyclability and biodegradable nature
is expected to be a key market driver over the next seven years. In the U.S., consumers are preferring packaging that
is light and aesthetically appealing. This will increase the use of plastic-based flexible packaging over the forecast
period. Technological developments such as plastic-based flexible pouches and sachets will open new avenues for
the production in several application industries over the next six years.Strict regulatory scenario particularly in North
America and Europe regarding food contact application is expected to challenge market growth over the forecast
period. efforts towards the development of bio-based packaging products coupled with stringent regulations to
promote their use in the flexible packaging industry is expected to fuel demand.Over the past few years, evolution of
science and nanotechnology has revolutionized the food and processing industry. Nanotechnology is on the verge of
emerging mainstream in the field of development of functional foods, preservation, packaging, processing, and food
production. Food packaging is the earliest commercial application of nanotechnology in the food sector.Improving
standards of living in emerging economies of Brazil, South Africa, and Russia are translating into greater purchasing
power of consumers, thus fueling demand for high-quality products. Changing lifestyle of consumers coupled with
increasing demand for environment-friendly packaging material is likely to stir up demand for flexible
packaging.Consumption at current prices has increased from US$861bn in 2014 to US$891bn in 2018, a
compound annual growth rate (CAGR) of 0.9 per cent. Analysis in its comprehensive study The Future of
Global Packaging to 2024 forecast market expansion across 2019–24 at a 2.8 per cent CAGR to reach US$1.05
trillion in 2024.Asia is the largest market and accounted for 40.6 per cent of world packaging consumption in
2018. North America is in second place with 22.6 per cent of world packaging consumption, ahead of Western
Europe with 20.3 per cent.The market will benefit from rising real incomes, growing population, rising
urbanisation and the further development of a retail infrastructure in the emerging and developing nations of
Asia, Africa, the Middle East and Eastern Europe. This will see all of these region register packaging
consumption grow faster than the world market average rate over the five-year period to 2024.In contrast more
mature markets – North America, Western Europe and Australasia – are forecast to see slower growth, placing a
new emphasis on innovation and diversification for packaging suppliers.China is the world’s largest packaging
consumer with consumption of US$207bn in 2018, ahead of the US on US$173bn, and Japan on US$48.5bn.
Across the past five years the fastest growth has come from India worth US$40.1bn in 2019, it has overtaken
both France and Germany to become the fourth largest national market in the world.Australia is the largest
packaging market in Australasia and accounted for approximately 80.0 per cent of sales in 2018. New Zealand
is the second largest national market with almost 10 per cent of sales. They are both mature packaging markets,
with high packaging penetration.In Australia, packaging sales at current prices grew during 2014–18 from
$12.2bn (AUD) to $13.9bn, an annual average growth rate of 3.4 per cent. In US dollar terms, packaging sales
at current prices declined from US$11.0bn to US$10.4bn during the same period, an annual average fall of 1.3
per cent.A reversal of this downward trend is forecast. As the region enter the 2020s it will return to growth
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returning, at a modest rate of 1.3 per cent. This will push the total value above US$14bn in 2024 for the first
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time. Sustainability, recycling, over packaging and bans on single-use plastic packaging are key issues for
suppliers in developed packaging markets, led by Western Europe. Growing consumer concern over the
preservation of the environment is driving demand for more sustainable packaging, based on renewable
resources. The ease with which packaging can be collected and recycled is growing in importance for packaging
producers, brand owners and governments.There is mounting public pressure, now being backed by legislation
like the EU’s Single-use Plastics Directive, to limit the use of plastic formats. In response brand owners and
retail chains are committing to phasing out non-recyclable and difficult to recycle multilayer flexible packaging
materials in favour of more sustainable alternatives, such as paper and paperboard. Paperboard is the most used
packaging material, accounting for around a third of world packaging markets consumption, followed by
flexible packaging at 25.5 per cent, rigid plastics at 18.7 per cent and metal at 12.1 per cent, glass packaging
accounts for 5.8 per cent and other packaging 4.7 per cent.Despite environmental concerns, worldwide flexible
plastic is set to grow at the fastest rate over 2019-2024, followed by rigid plastics and board. The retail sector’s
growing demand for extended shelf life for packaged product and consumer demand for convenience products
are driving sales of barrier packaging films. Many different end-use sectors are adopting multilayer flexible
packaging solutions, including metallised film. Retort foods and pharmaceuticals packaging are growing
markets for PET-based transparent deposition films, while high-barrier films are used in case-ready and
modified atmosphere packaging.Industrial/transit is the largest packaging market and accounted for 43.3 per
cent of world packaging consumption in 2018. Corrugated boxes, accounts for a large share of global transit
packaging consumption, and this will strengthen over the next five years due to wider use of e-commerce
selling channels. In industrial shipping there will be a rise in the use of intermediate bulk containers (IBCs), and
to a lesser extent plastic and steel drums.Food packaging accounted for 28.4 per cent of packaging demand in
2018 but will see slightly slower growth moving forwards. Lifestyle factors are being felt in the food segment,
with consumer demand for health and wellness products, urbanisation and busier lifestyles, and the continuing
rise in single-parent and single-person households. These create a growing demand for convenience
products/packaging, for more portable packaging for on-the-go consumption and smaller pack sizes.In
developing markets domestic supermarkets/hypermarkets are spreading to many major cities to take a growing
share of food and drink consumption, displacing traditional local and independent markets. International retail
chains are also expanding their presence in developing regions, bringing more consumers into contact with
Western shopping and food consumption habits.Healthcare packaging consumption is forecast to grow at the
fastest rate, just ahead of cosmetics. This is driven by ageing populations, and the resultant increase in demand
for a wide range of drugs. There is also a growing health awareness among consumers, leading to higher
demand for over-the-counter (OTC) medication, vitamins and dietary supplements.Healthcare packaging
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consumption is forecast to grow at the fastest rate, just ahead of cosmetics. This is driven by ageing populations,
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and the resultant increase in demand for a wide range of drugs. There is also a growing health awareness among
consumers, leading to higher demand for over-the-counter (OTC) medication, vitamins and dietary
supplements.The impact of evolution in demand, and the future growth in the packaging market are analysed
critically in the Future of Global Packaging to 2024. This is quantified in a data set of unparalleled granularity,
with over 700 data tables and figures, giving current and future growth outlooks for nearly fifty countries
worldwide.

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PRESENTATION OF DATA
The data presentation involves different strategies , targets on how could packaging help specific group of
consumers, how could brand as well as packaging influences the consumers , packaging to be considered as a
marketing tool , impact of packaging on consumers , how does packaging affects the consumers buying choices,
the importance of packaging in purchase and usage behavior.

- Packaging and brand perception

- Packaging has become an essential part of the buying process. With the prevalence of online shopping
and social media, organisations cannot afford to ignore the significance of investing in the right
packaging. Packaging is in itself a promotional tool that increases sales while reducing marketing and
costs of promotion.
- A package captures a consumer’s attention towards a certain brand, stimulates consumer perception
about the product and increases its image. A differentiated package gives a product its identity and helps
consumers decide which product to buy from a wide range of similar products.
- With the online marketplace gaining more power by virtue of numbers, consumers have a great
influence on brand perception. When consumers share videos or images of products online, they are
reaching out to other potential customers who value their peer’s opinions about a brand. It is essential
for brands to understand the motivation behind a consumer’s decision to share a branded image or video.
- Dotcom Distribution took up the challenge to survey the reasons behind consumers packaging
expectations and their motivation to share branded images and videos on social media. The results,
compiled in a detailed report, unearthed how packaging impacts brand perception, especially in the case
of online sales. The report also explains why consumers share branded images on Social Platforms and
how their actions affect purchase decisions.
- Although brown boxes are commonplace in the market, consumers still watch out for companies that
make an effort in their packaging. Branded packaging makes a significant difference when it comes to
customer recommendations and brand image, which are further amplified by social media.
- More than thirty per cent of online shoppers say that the packaging used for an online order affects their
perception of the retailer or brand. Well over half of this number associated premium branded packaging
with more luxurious and upscale products. Most shoppers felt like they were getting more value for their
money when opening orders with branded packaging.
- The type of packaging used is also dependent on the product and or service being sold. While consumers
wouldn’t care so much about branded packaging for household goods, the reverse is true for more
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 personal products. Premium packaging is a top priority for lifestyle brands that are selling a product as
well as an experience.
- Beauty products and speciality food products rank in the top five products where almost forty per cent of
consumers think that premium packaging is crucial. Customer loyalty and brand image can also be big
differentiators when dealing with luxury products.

PRODUCT ATTRACTIVENESS STIMULATE CONSUMER INTEREST IN

A PRODUCT
Consumer behavior has to deal with the ability of consumer to meet their needs and demands. Behavior has been
identified as a tool to achieve objectives and target consumer derives from his needs and desires. It has being deems that
the package can attract the customers’ attention, communicate the company’s name and image, differentiate the brand
from competitors, and enhance the product’s functionality. Therefore, the package itself acts as a decisive communication
tool and provides consumers with product-related information during the buying decision process. Since the major task of
packaging is to sell the product by attracting attention and to allow the product to be contained, utilized, and protected it
will have a lot of effect on consumer buying decision.

Consumer behavior is the study of purchasing units and exchange processes included in the purchase, use, and disposal of
goods, services and ideas. It is to understand consumer behavior as activities in which people engage in actual or potential
use of the various products of market including goods, services, ideas, and the environment of stores. It is consider
consumer behavior as “physical, emotional and mental activities which people are engaged with when choosing,
purchasing, using and disposing goods and services to satisfy their needs and desires” it has being define to consumer as
a decision unit who attempts to collect and process information consciously or unconsciously at present situation and who
works for his satisfaction and improvement of his lifestyle. Consumer behavior are involves hactivities in which people
are engage in actual or potential uses of market different items including products, services, ideas and stores
environments.

Consumer behavior is essentially a decision-making processes by consumers either individuals, groups, and
organizations that includes the process of choosing, buying, obtaining, use of goods or services. The main
question in consumer behavior research is how consumers make a purchase decision. This study indentifies
factors that are statistically significant to impulsive buying to Kacang Garuda (Peanut) product of each gender
in Surabaya. By using primary data with the population of people ages 18-40, collected with purposive
sampling, by spreading questionnaire. Selected object is Garuda Peanut because peanut products are low
involvement products that trigger the occurrence of impulsive buying behavior, as well as Garuda Peanut is the
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market leader for peanut products in Indonesia. This research limits the factors into three, product attractiveness
attributed by unique and interesting package, attractive package color, and package size availability, word of
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mouth attributed by convincing salesman, info from relatives and info from friends, and quality attributed by
reliability, conformance quality and durability. The data shows that product attractiveness and quality are
significant in increasing the degree of impulsive buying to both gender, but word of mouth applies only to
female gender.
Prior research has investigated a number of drivers of consumers’ perceived product attractiveness, such as a
product’s shape and color. The context, in which a product is presented, has so far been largely neglected in
examining consumers’ aesthetic appraisal of products. Drawing on social cognition theory, this research
investigates how the attractiveness of the visual context (e.g., websites, advertisements) influences consumers’
perceptions of product attractiveness and product quality for familiar versus unfamiliar products. Results of two
experimental studies show that consumers perceive unfamiliar products as more attractive and, consequently, of
higher quality when products are placed in an attractive context than when they are placed in an unattractive
context. No differences in consumers’ perceived product attractiveness and perceived product quality exist for
familiar products. The findings extend our theoretical knowledge of product aesthetics and provide managers
with insights into the effective communication of their offerings’ attractiveness.

PACKAGING AS A MULTIFUNCTIONAL MARKETING TOOL

Effective packaging can actually help a company attract consumers to their product. It can be the tool that sets apart
their product in a vast sea of options that the consumer  has at their disposal. A good packaging can actually add to
the perceived value of a product.There are some effective techniques one can use to ensure that your product
package is a great marketing tool for your product. Let us take a look at some elements that you can incorporate
into a package to make it more effective.When someone answers the phone, that is marketing communications.
When someone wears a company logo while traveling, that is marketing. When someone purchases your
product, the packaging is marketing. 

Marketing professionals are well familiar with the “Ps of marketing,” which vary, depending on the source you
consult, and can be as few as four or as many as eight “P” words.  
The eight Ps of marketing are product, place, price, promotion, people, physical environment, process and
packaging.
Packaging is an often-missed opportunity for a brand’s marketing message, which is so much more than logos,
color palettes and slogans. Marketing pertains to the way you package your goods, and the subtle but important
messages you send to your customers when you use efficient, sustainable packaging.
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Value is not only the price you pay for something, but it is what you get for the money. Packaging plays a role
in this value proposition not only through the words that are printed on the boxes and packing materials, but
also in the materials themselves.  
Traeger focused on eliminating foam, a material that does not degrade well, from its products’ packaging. Foam
played an important role in protecting Traeger’s pellet grills, and it was a cost-effective shipping solution;
however they wanted a more sustainable solution. Their foam was replaced with well-designed corrugated
inserts, which allowed for more branding space and recycling opportunities for environmentally conscious
customers.  The new packaging is leaving consumers impressed.

IMPACT OF PACKAGING ON CONSUMER BUYING BEHAVIOR

The objective of this study is to determine role of packaging on consumer’s buying behavior. The purpose of
this research is to examine the essential factors, which are driving the success of a brand. This research also
identified the relationship between the dependent and independent variables. This is the primary research and
data has been collected through questionnaire and for analysis purpose SPSS software has been used. In this
study samples of 150 respondents has been collected and tested the reliability of the model. According to the
finding of the research study, it has been observed that the packaging is the most important factor. It is further
concluded that the packaging elements like its Colour, Packaging material, Design of Wrapper and innovation
are more important factors when consumers making any buying decision. Finally it has also been concluded that
the Packaging is one of the most important and powerful factor, which influences consumer’s purchase
decision.
Many packaging elements are factors that influence the buying behavior of consumets such as packaging
colour, printed information,pac kaging material, design of wrapper, printed information,brand image ,
innovation and practically. Colors used in packaging can help draw consumers attraction. Colour of
packaging is important because it used by companies to differentiate its product from other competitors.
Therefore, colors plays an play an important role in a potential consumer’s decision-making process.

Companies use different colours for emphasizing a different mood like black is used for power, blue for
trust , red for energy, green for balance or organic and fresh. Colour is essential component of packaging
because consumers expect certain type of colours for particular products Different colors also symbolize
different meaning to consumers expert certain type of colors for particular product. Different colours also
symbolize different meanings to consumer. So, failing to pay attention to the design of the packaging can
decrease the chances of being visible and attractive which can result in using sales. Labeling provides
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information regarding product category, products ingredients and products instructions. Consumers make
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there mind whether to buy or not a product they are guided not by the taste but also some other extrinsic
factors such as brand awareness, labeling price and origin.

LOCKDOWN IMPACT – PACKAGING-MATERIAL MAKER’S FACES

CHALLENGES

Difficulty in getting local approval, shortage of trucks and manpower, among challenges -While the Centre
has urged State governments to allow manufacturing and transportation of essential products during the
lockdown, the packaging materials industry that caters to such companies is facing key challenges on the
ground. The industry, which caters to packaged food and pharmaceutical companies, said that not being able to
get timely approvals for operations as well as shortage of trucks and manpower have emerged as key
bottlenecks. A senior executive said that local authorities in many States are not understanding that production
and transportation of packaging materials and other raw materials are important to maintain the supply chain of
essential goods, despite the Centre’s guidelines. Pankaj Poddar, CEO, Cosmo Films, said: “The government has
allowed food processing companies and pharma companies to operate, though they, in turn, are dependent on
their raw material and packaging material suppliers. Their suppliers too are, in turn, dependent on their supply
chain. This entire supply chain is broken currently due to shortage of labour, packing material, trucks etc and
the government must react quickly to this situation or else we may have serious supply shortages by the third or
fourth week of April.” Executives also said even if packaging material companies get approvals to operate their
plants, their raw material vendors are finding it difficult to get local level approvals to operate. In addition, the
process of issuing e-passes manually for workers by various local level officials has become time-consuming.
Deepak Ganjoo, Regional Vice-President-Africa, Middle East and South Asia, Essel Propack, said, “Giving
approvals is not enough to maintain the supply chain of essential products, ensuring availability of resources, in
terms of availability and movement of raw materials and manpower, is equally important. There is a lot of
ambiguity in the way State and their various local departments are interpreting the Central government
advisories.”
Industry players also said reverse migration of workers as well as fear of health and safety among workers are
other key challenges. Rajesh Bhatia, CFO, UFlex Ltd, said the government needs to disseminate information to
local level authorities on maintaining the supply chain ecosystem for essential goods, with the same intensity, as
it is communicating other measures related to the lockdown.
Senior executives also said that the government should let companies decide on the number of workers that
need to be allowed to work in a manufacturing unit for effective operations..　
“At our Gujarat factory, for instance, we are manufacturing about 10 per cent of the overall capacity in line with
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the government directives, but we are barely able to dispatch one per cent of the production to our customers,”
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Poddar added.
Some of the packaging problems faced by the companies
COCA COLA, PEPSI ( THE POST CONSUMER PLASTIC PRODUCTS)
The problem- While plastics bottles, which are popular with both average manufacturer and consumers,
have come a long way when it comes to recycling, there is still room for improvement when it comes to
the percentage of bottles that are recycled.

What does it ?
Most beverage manufacturers, including coca-cola and PepsiCo, use PET (polyethylene terephthalate)
plastic bottles.

What is the solution?

In some ways, plastic bottles are a case study in how companies can use innovations and consumer
outreach to improve a recycling problem. A 2013 report from the National Association for PET Container
Resources showed that New York’s bottle deposit law and a rise in collections in California drove up US
gross recycling rate of PET bottles to 30.8%.

But there is still a room for improvement, and companies, including both Coca-Cola and Pepsico, have
launched program to make recycling more efficient and convenient. Venues where plastics bottles are
consumed have also gotten involved. Earlier this year, the National Resource Defense Council released
“Guide to Composting at Sports Venue” and many of the US’s major sports arenas and venues have
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established programs and replaced their trash cans with recycling bins.
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“DANNON SINGLE SERVING YOGURT”

The problem-
Size and material are two of the biggest factors for recyclability: in general, the smaller a package and the
greater its mix of materials, the less recyclable it is. While consumers and businesses may think that sleek,
recyclable containers are sustainable, experts note that single-serving foods, including yogurt and coffee
cups, are especially problematic. Their small size and – in the case of yogurt cups, difficult-to-recycle
plastic- tend to make them a tough sell for recyclers.

Who does it?

Most common single-serve foods, including cups of coffee, violate the material and size rule. Yogurt,
especially, is a problem- the majority of yogurt companies, ranging from giants like Dannon and Chobani
to smaller independent producers, use packaging that is difficult to recycle.

What is the solution?

On the recycling end, advances in technology could lead to new sorting machines and more sustainable
polymers. Alternately, some companies, including Unilever, have redesigned their packaging to make it
more sustainable. On the consumers end, many coffee chains, including Dunkin’ Donuts and Starbucks,
allow customers to use reusable coffee mugs.

Another option is compostable, biodegradable packaging. Some supermarkets, like Whole Foods and
Trader Joe’s, are increasingly utilizing compostable and biodegradeable containers. Unfortunately, this is
still uncommon. Green-consicous consumers can also opt to purchase larger size items and transport them
in reusable washable containers

“Doritos chip bag”

The problem
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The typical Doritos chip bag is made from up to seven layers of foil and plastic. Companies like this
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because these bags are light, reduce shipping volume, don’t take up much space on a shelf, and are
graphics friendly. The downside is that there’s currently no machinery to separate these layers, so they are
not recyclable.

“ It’s not cost effective and there would be no market for the separated material,” explains Lawrence
black, director of global business development at Waste Management, a US-based environment solutions
provider. “It is expensive to fix and it all comes back to there is a market for the material it won’t get
recycled.”

Who does it?

Multi-layered packages are popular with consumers giants, particularly snack food manufacturers such as
Frito-Lay and PepsiCo

What is the solution?

Unfortunately, there is no solution; according to sustainability experts at Waste Management multi-layered

packaging is considered worst of the worst when it comes to recycling. “When things are mixed together,
you devalue the product,” says Tom Carpenter, executive director of Waste Management’s sustainability
services, “If I had two boxes, and one is all cardboard, the other box had metal strips, the second would be
too costly to recycle.”

Consumer education can go a long way towards increasing the potential for recycling, For examples,
packages with simple multilayer such as cereal boxes and bags, need to be separated by recycling. Another
option is “upcycling”; Consumers can wash out use bags and reuse them for sandwich bags, or for craft
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projects, such as the potato-chips wallets.In recent times, people are becoming more concerned towards
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green purchasing because of a grown Don't underestimate the impact of product packaging on consumer buying
behavior. Color is often used in packaging to attract attention, but colors also must be taken in the context of the
product’s marketing goals. For example, children’s cereal packaging has many bright colors that attract their eyes;
health-focused cereals will have more whites and pastels to project a softer, more adult image. Brands with strong color
patterns should incorporate them into the packaging design.Customers will associate a brand’s image with how its
product is packaged. Technology products often come in sleek and unique packaging to reinforce the image of
innovation that the company’s brand aims to project. Beverages may have unique bottle designs and the packaging for a
food product could feature a design that makes it easier to eat. The brand image that the product’s packaging promotes
should differentiate it from competitors, which can be difficult when the products are similar. The impact of packaging
on retailers influences product placement and sales.According to smith and Taylor (2004) consumers link the
packaging materials is associated by consumers with certain essential values of the products, In addition,
consumer perceptions regarding certain materias could change the perceived quality of a product (Smith
and Taylor,2004) carried a study on milk packaging. They tried to find out the impact of the three
packaging material, glass, plastics and cardboard. Most of respondents in that study agree that the use of
plastics containers were better than the cardboard and glass packaging. Packaging is use for the
identification of product. Play an important role in attracting the consumers. Children are likely more
sensitive in case of wrapper design. So the company has to make wrappers.

STUDY ON PACKAGING OF HINDUSTAN UNILEVER LIMITED

Hindustan Unilever Limited (HUL) is a consumer goods company headquartered in Mumbai, India. It is a subsidiary
of Unilever, a British company. Its products include foods, beverages, cleaning agents, personal care products, water
purifiers and other fast-moving consumer goods.

HUL was established in 1931 as Hindustan Vanaspati Manufacturing Co. and following a merger of constituent groups in 1956,
it was renamed Hindustan Lever Limited. The company was renamed in June 2007 as Hindustan Unilever Limited.

Hindustan Unilever's corporate headquarters are located at Andheri, Mumbai. The campus is spread over 12.5 acres of land and
houses over 1,600 employees. Some of the facilities available for the employees include a convenience store, a food court, an
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occupational health centre, a gym, a sports & recreation centre and a day care centre. The Campus is designed by Mumbai-
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based architecture firm Kapadia Associates

The campus received a certification from LEED (Leadership in Energy and Environmental Design) Gold in the 'New
Construction' category, by Indian Green Building Council (IGBC), Hyderabad, under licence from the United States Green
Building Council (USGBC) House, where it was housed for more than 46 years.

Here , I am taking some of the products of HINDUSTAN UNILEVER LIMITED in order to make it easy to study the
marketing strategy.

UNILEVER MAKES PROGRESS ON IT’S SUSTAINABLE PACKAGING GOALS

Unilever steps up its use of recycled plastic and shares updates on refill and reuse journey.

London/Rotterdam; 29 October 2020. Unilever, owner of brands including Dove, Seventh Generation and
Magnum, continues to make progress towards its ambitious commitments for a waste-free world, despite the
challenging environment created by Covid-19. Unilever’s commitments remain unchanged and the company
has significantly stepped up its use of recycled plastic.

Last year, Unilever became the first major consumer goods company to commit to an absolute plastic reduction
across its portfolio. By 2025, the company confirmed it will halve its use of virgin plastic by reducing its use of
plastic packaging by more than 100,000 tonnes and accelerating its use of recycled plastic. One year on,
Unilever shares an update on its progress; it has:

Stepped up its use of post-consumer recycled plastic (PCR) to around 75,000 tonnes*, which is over 10% of
Unilever’s plastic footprint. A significant increase from 2019, and solid progress towards its goal to use at least
25% PCR by 2025. Unilever expects its use of PCR to double in the next 12 months. Launched new innovations
to reduce its absolute use of plastic, such as recyclable paper-based ice cream tubs which will save about 4,500
tonnes of plastic. We continued to ‘test, learn and refine’ new business models linked to reusable and refillable
packaging, and now has dedicated teams to scale work in this space. Today, Unilever shares its learnings on
refill and reuse models. Developed country-specific roadmaps to achieve its goal to help collect and process
more plastic packaging than it sells.

As a result of these actions, Unilever is on track to reduce its use of virgin plastic packaging since it made its
new commitments. Throwaway culture and throwaway business models continue to dominate our lives and
damage our planet. Despite challenging conditions, we must not turn our backs on plastic pollution. It is crucial
that we – and the rest of the industry – stay the course, cut the amount of plastic we use, and rapidly transition
to a circular economy.
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Through ‘Less Plastic’ Unilever has explored new packaging formats, including recyclable Carte d’Or ice
cream tubs made from paper, and Comfort expanded its ultra-concentrated fabric conditioner which has a 57%
smaller dosage than any other product on the market. It requires less water to produce and needs less packaging,
thereby saving resources and waste. In France, Signal has launched a toothbrush with a replaceable head. It uses
a metal handle, PCR material in the replaceable heads and reduces virgin plastic by 95%. Love, Beauty and
Planet has launched concentrated shampoo and conditioners which provide the same number of uses as a
regular sized bottle and use 50% less plastic.

Unilever continues to experiment in the area of in-store refills, even in a Covid-19 environment and has further
pilots planned globally. This month in the UK, Unilever launched its largest in-store refill trial in Europe across
some of its laundry, personal care and tea brands. From the learnings, Unilever favours simple systems that
minimise barriers to entry, provide an additional benefit and limit the consumer behaviour shift. To accelerate
the transition to a circular economy and further reduce the use of virgin plastic, Unilever now has dedicated
teams looking at scaling new business models.

From the learnings, Unilever favours simple systems that minimise barriers to entry, provide an additional
benefit and limit the consumer behaviour shift. To accelerate the transition to a circular economy and further
reduce the use of virgin plastic, Unilever now has dedicated teams looking at scaling new business models.
Richard Slater, Unilever’s Chief R&D Officer says: “To tackle the root causes of plastic waste we need to think
differently about packaging. We need bold innovations that challenge existing designs, materials and business
models. Our priority is to fundamentally rethink our approach to packaging, and pave the way for new solutions
such as reusable and refillable formats. “By adopting a ‘test, learn and refine’ mentality, we’ve developed
innovative solutions that will help people cut their use of plastic for good. One product doing just that is our
ultra-concentrated formula for OMO which is diluted at home and uses 72% less plastic. After a successful
launch in Brazil, we’re now rolling this out in other countries across Latin America, Europe and the Middle
East. Similarly, our Cif Ecorefill started out as a pilot in the UK and has since been rolled out across Europe,
Canada and Australia.

“It’s still early days. But by making refill and reuse formats more widely available, accessible, and affordable,
we hope to use our scale and reach to drive lasting change.”

AN ARTICLE ON LUX SOAP

Lux has become the first soap brand in the world to use sustainable oils made from algae. The new soap
bars are derived from algal oils of the highest quality, sourced from oil-producing microalgae that have been
cultivated in a sustainable and responsible way.
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The product strategy and mix in Lux marketing strategy can be explained as follows:
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Lux is one of the leading global personal care and skincare brand. Going by the tagline of Lux, it is promoted as
a brand which provides products that bring out the best of beauty in people. As the name signifies, Lux is
considered to be an aspiring brand for the middle-class segment. Though the major focus of Lux is on beauty
soaps, it also deals with shower gels, hair conditioners and other bathing products. Lux comes in various SKUs
of size 40 gm, 90gm and 120gm with the options of various colours and fragrances and has over 20 variants.
Lux appeals to the younger set of people and primarily dominant in the semi urban areas. Lux faces competition
from various brands like Dove, Santoor, Vivel etc in the beauty segment and other brands like Lifebuoy,
Medimix in other segments. This gives an insight in the product portfolio in the marketing mix of Lux.

The promotional and advertising strategy in the Lux marketing strategy is as follows:

Lux uses 360 degree marketing communication through TVCs, print media, online ads etc as a part of its
complete marketing mix strategy. Lux has always positioned itself as a soap which gives a good fragrance and
leaves one with a beautiful feeling. Lux is involved in huge marketing be it through televisions, radio or print
media. One unique way of promotion was through cartoon ads and online games. Lux has used celebrities like
Aishwarya Rai, Kareena Kapoor, Shahrukh Khan, Audrey Hepburn for promotion and has positioned itself as a
soap made and used by celebrities. It has had numerous promotional offers which included meeting celebrities,
offering gold coins. Lux has also been involved in sponsoring various television shows like Dance India Dance
etc. Lux brand keeps on coming up with new innovative marketing campaigns to keep the audiences and
consumers engaged. The brand is so big and well established, the Lux brand focuses more on restating the brand
value proposition of being a popular beauty soap. All in all, one of the biggest strengths of Lux is the marketing
it does for its products. Hence, this concludes the Lux marketing mix.

A brand launched by Unilever, Lux is a global brand which has established itself as one of the popular brands in
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the category of toiletries. It offers varied products ranging from soaps, shower gels, shampoos to other bath
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additives. Though this brand was launched as a laundry soap, Lux surely has come a long way with its current
product line dealing with beauty soaps. Lux is brand which has primarily focused and connected with women
across 100 countries around the globe.

AN ARTICLE ON COLGATE ( PEPSODANT )

An American brand of toothpaste first Introduced in the year 1915 by Pepsodent company of Chicago which
was later acquired by Unilever in the year 1944 except for US and Canada where it has been owned by Church
since 1942. Geographically Pepsodent targets Rural and Urban areas. For behavioral segmentation the brand
offers from normal use to whitening to complete care segment products .With variants such as Pepsodent kids,
Pepsodent G and Pepsodent Milk Teeth Strawberry targets from a wide range of demographic
segmentation .Pepsodent believes in Selective specialization with Pepsodent Kids for kids, smaller and cheaper
variants meant for rural market and Pepsodent complete for the Urban educated class.Pepsodent all through its
life has experimented with its positioning with various ad campaigns like:Well known for its minty flavor
derived from sassafras Pepsodent is claimed to contain key ingredients such as:Atrium which is actually sodium
lauryl sulfate, a type of surfactant (detergent) that is commonly found in toothpaste. Pepsodent as a brand of
Unilever appears to in question mark segment of products. Germicheck and Whitening are the ones which
appear to be the stars for Pepsodent while Lavang& Salt are still question marks for the brand.

HUL’s distribution has evolved over the years from the first phase when it had wholesalers placing bulk orders
directly to the company to the second phase where company focused on providing desired products and quality
service to the company’s customers to achieve one wholesaler in one market to now the third phase where the
concept has shifted to “Redistribution Stockist” which were replaced by “Registered Wholesaler”. The company
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later developed “Company Depots” system which was again replaced by Carrying and Forwarding Agents
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(C&FAs) which act as buffer stock-points to ensure stock outs di not take place for any of its products.
AN ARTICLE ON SURF EXCEL

HUL’s Surf Excel switches to the use of 50% recycled plastic bottles Surf Excel, from the house of Hindustan
Unilever, has announced its move to the use of recyclable bottles.These bottles will be made from 50% post-
consumer recycled (PCR) plastic and will use 100% biodegradable actives in their formulation.This move came after
HUL saw a rise in the plastic footprint of its brand Surf Excel Matic Liquid, which was launched in 2016.As part of
the initiative, HUL has partnered with Banyan Nation to reduce the net plastic generated and create bottles that are
less dependent on virgin plastic.As part of the initiative, HUL has partnered with Banyan Nation to reduce the net
plastic generated and create bottles that are less dependent on virgin plastic.The brand has stated that it will cross an
annual consumption of 900 tonnes of recycled plastic by the end of this year.In addition to this, HUL has also set up
a refill machine at a store in Mumbai to showcase its commitment to no-plastic innovations. Prabha Narasimhan,
executive director and vice president, home care, Hindustan Unilever, said, “Every decision we make is evaluated,
not just on its benefit to the consumers but also on its impact on the environment, now and in the long term, to
ensure what is best for the consumer is also good for the larger world we inhabit. Why should the consumer be
forced to make a choice between the two?”

What makes surf excel a superstar product?

If Daag Acche Hain is deeply imprinted in our subconscious mind then its Surf Excel and its continuous
initiative to capture a top space not only on the racks of showrooms but also in our subconscious minds. Ask
yourself, how many different times this tag line was narrated? It’s a number of times! We got to appreciate Surf
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Excel for not only keeping our clothes neat and clean but raising the level of advertising. Wheel washing
powder captured the top spot for HUL and managed to hold the position between the 1990s till 2012. Then
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Kanpur-based RSPL’s Ghari brand popped up and became a market leader. Surf Excel added 1.8% points over
the past 2 years in the market share, while Ghari share remained unchanged at 19.2 with annual sales of INR
5,756 crore last year. Overall, HUL owned Rin and Sunlight have a 39.1% market share in India’s laundry care.
With the segment having hundreds of local mass-market rivals, HUL seems to be hyperactive in rolling out new
products/variants from time to time to stay in the minds of consumers.

AN ARTICLE ON SUNSILK SHAMPOO

Sunsilk is a wholly owned brand of Unilever, a British multinational company headquartered in London. Being
established back in 1967, Sunsilk engages in producing hair care and related products. 
Centred on the core mission of creating innovative solutions for women everywhere, Sunsilk has brought its
passion and expertise to help consumers discover and embrace a new standard of beauty everywhere.
Sunsilk’s diverse and innovative range of products is has made it among the fastest-growing brands in the
beauty industry today, with a global footprint in more than 80 countries, covering major regions and territories
of the world.
Given that company has its presence in many countries, Sunsilk is also sold under the name of “Sedal” in
Spanish speaking countries, as  “Seda” in Brazil, as “Hazeline” in China and as “Elidor” in Turkey.

TARGET AUDIENCE OF SUNSILK SHAMPOO

In recent years, shampoo has become mandatory for women given the length of hair they possess. Being a brand
that offers shampoo and hair conditioners, Sunsilk targets people who give more importance to hair care than
make-up. 
Sunsilk targets women who are between 18 to 45 years of age as its main target segment but it also provides a
different segment of products to men as well. The brand also targetdepending on the consumer buying, income.

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As you now know Sunsilk’s target audience and segmentation strategy, the following section focuses on
understanding Sunsilk through the marketing mix model.
Sunsilk is an international leading brand wherein its products are produced to solve the problems and meet the
demands of the consumers. With that being said, Sunilk offers a wide range of products, primarily consisting of
Shampoos and Hair Conditioners, to meet the different needs of different types of hair. 

AN ARTICLE ON TAJ MAHAL (TEA)

Hindustan Unilever's (HUL's) beverage portfolio has been an outlier in a slowing market. Brands like Taaza, 3
Roses, Brooke Bond, Taj Mahal and Bru give the company nearly 12 per cent of its Rs 25,810-crore revenue.
While Bru, its brand of instant coffee, is estimated by the market to be around Rs 400-500 crore, most of its tea
brands, comprising the rest 85 per cent, have grown in double digits in a segment crowded with national and
regional players."The penetration of categories such as tea much like soaps and detergents is high, which is why
topline growth has been in single-digits. But that in no way means that the brands haven't delivered. In tea, for
instance, we have seen growth in the mass, mid and premium ends of the market," R Sridhar, chief financial
officer, HUL, says.Analysts agree that the performance of beverages as a whole could have been worse if it was
not for individual brands in HUL's portfolio.The Rs 2-lakh-crore FMCG market, according to industry
estimates, grew in the region of about 5-6 per cent only in the December, 2013 quarter. Categories such as
coffee saw negative growth, while tea grew in single digits, say market experts.In the December, 2013 quarter,
HUL's beverage brands cumulatively delivered a topline growth of 7.2 per cent. While this was lower than in
the previous quarters (16.1 per cent in Q2 of FY-14 and 15.8 per cent in Q1 of FY-14), the individual brands
bucked their industry trends. Not just HUL's tea brands, Bru that competes with Nestle's Nescafe, saw single
digit growth. In the September and June quarters, growth was in double digits for Bru.Beverages have
performed well because of HUL's drive to fend off competition - from Tata Global Beverages (Tata) and
Twinings - in tea who have stepped up their marketing. Tata, for instance, has upped the ante in the green tea
segment, appointing Bollywood actor Kareena Kapoor to endorse its Tetley range. The campaign featuring
Kapoor began last week.HUL has used both Lipton and Taj Mahal to take on rivals Tetley and Twinings,
especially in green tea, a segment that is rapidly growing in India. Actor Anushka Sharma endorses Lipton's
green tea.Lipton competes with Tetley and Twinings in many markets beyond India. The competition is fierce
in the UK, where the three brands originate. The use of Taj Mahal, in contrast, say experts, is a
clever strategy to not only flank Lipton, but also ensure that each end of the green tea market, both upper and
lower, is covered. The green tea range under Taj Mahal was first launched in 2011, which HUL has consistently
built on over the years.
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At the same time, the country's largest FMCG company has focused on identifying new trends in beverage
consumption. One such has been its endeavour to build consumption of tea bags in a market that has been used
to consuming tea loose. "We have always believed in investing in the categories of the future," says Sridhar. He
explains that tea bags is one such area in tea much like liquid detergents is in the detergents category. "By
investing in the development of tea bags, it has helped in the growth of our (premium) brands, both in black and
green tea," he says. In terms of product launches, HUL has consistently added to its portfolio in a bid to drive
excitement. For instance, in the December quarter, the company launched a new variant in green tea The new
campaign has been on air for a few months now. HUL is expected to get even more aggressive in the coming
months with Bru's advertising. Beverage has grown for the FMCG company consistently in the last few quarters
even as segments such as soaps and detergents and personal care products (which give HUL nearly 50 and 30
per cent of revenues, respectively) have been more volatile in the face of a consumer slowdown. In the
December quarter, they have fared better.

AN ARTICLE ON BRU COFFEE

Bru Coffee has always maintained a reasonable pricing policy for its product that has resulted in keeping its
prices low and affordable. Its penetration pricing policy has helped it to capture urban markets and has resulted
in high product sales. Bru has launched large and economic packs, medium packs and single-serve packs that
have allowed consumers to try it and later purchase the products according to their necessity and prices. The
company has kept its prices knowingly lower than that of its main competitors under competitive pricing policy
to take over its consumer base. This has resulted in an increased number of customers and thus bigger sales and
higher profit margins. Bru Coffee has established itself as a strong brand because of high standards
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in advertising. It has been able to achieve maximum visibility amongst its consumers and has become a pioneer
of filter coffee because of aggressive promotional policies, customer-centric innovation and regular and periodic
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product development.  The company has been using innovativee and beneficial packagings like an aroma-lock
package, zipper package and mini packs that have resulted in locking flavour and aroma of the product and
making them long lasting.Bru Coffee has created some wonderful advertisements that emphasis on invoking a
sense of belonging, happiness, good spirit and warmth. Some of its famous taglines are- Happiness begins with
Bru; Ek cup Bru, aur mood bann jaye; Bru se hoti hain khushiyaan shuru

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 Conclusion and recommendation

CONCLUSION

To conclude one must say that packaging as an eyewash or a necessity would caught up with mixed emotion of
thoughts as there was a time when it used to be an eyewash but in modern era it’s
beneficial for both the consumers and the manufacturer hence it has become an necessity.
Packaging is indispensable component of modern lifestyle. The key trends fostering
growth in developed packaged food markets are convenience, functionality and
indulgence. The real value of packaging is that a package is an integral part of the
product today, While corporate functions divide the components parts, the component
parts, the consumer does not differentiate between the product, the package and the
equity. They are one besides food products frequently require the general marketing
approaches and techniques applied to the marketing of other kinds of products and
services.

Furthermore, the objectives of all quality assurance systems exercised by food manufacturers and processors is
to produce safe products that empty manufacturers qualification, including the
requirements established by governments. The outcome to prevent unsafe or poor-quality
products from reaching the marketplace. On the top of that, the companies that are the
most progressive in the management of the supply chain are expected to be the most
successful and profitable. Last but not least, companies should look forward to emerging
trends for business success.

Whatever being thought, an eyewash or a necessity but the industry itself creates 1 trillion dollar annually which
already gives an indication towards the global necessity of

it.
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 RECOMMENDATIONS
1. The information provided by the company on packet, the font size is much smaller which is not seen
clearly to all therefore companies should give it in appropriate size for clear view to all on food packet.
2. The 2nd most important thing is that in some cases abbreviation are used for few words that ia not
understandable to some people. So there should be full name given with abbreviation, if it is use.
3. During conversation with respondents many of them said that in some products they were not being able
to find the information easily due to the information is given in some case at the bottom of the packet, in
some cases at the upper side of the packet, and sometime they did not find the information that is useful
to them. So therefore companies should try to give it at a fixed place every time which can be found by
the consumers easily.
4. The information provided on the food packet should be easily visible
5. Everything about the product should be clearly stated without any flirty words that would distract the
consumers for the ultimate goal he is buying the product for.

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 ANNEXURES

BIBLIOGRAPHY

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