DAYANANDA SAGAR UNIVERSITY

SCHOOL OF COMMERCE AND MANAGEMENT STUDIES

Hosur main Road , Kudlu Gate, Banalore-560068

Marketing Management (22MBA5102)

Assignment 01
“ Product Packaging”

Master of Business Administration

By
PREETHAM HR
NIKHIL
KIRAN

1st Semester MBA “A” Sec

Under the guidance of
Prof. Suresh R
 CONTENT

 Introduction
 Types of packaging
 Innovation in packaging
 Consumer perception
 Challenges in packaging
 Brand identity and packaging
 Packaging and product protection
 Impact on sales
 Imaginary & Graphics
 Consumer recall and association
 Story telling through packaging
 Seasonal and limited edition packaging
 Conclusion
Challenges in packaging

Sustainability: Sustainability is a delicate balancing act

between the necessity for reliable packaging, environmental
considerations, waste reduction, and the use of eco-friendly
materials.

Costs: The main goal is to achieve cost-effective packaging

solutions without compromising on quality or sustainability.

Regulatory compliance: Adaptability to continuously evolving

regulations surrounding packaging materials, safety standards,
labeling requirements, and recycling protocols.

Consumer Preferences: Meeting the ever-changing

preferences of consumers, such as convenience, recyclability,
and ethical sourcing, is essential without compromising product
quality

Supply Chain Issues: Packaging also involves the efficiency

of packaging in transportation, storage, and distribution, while
remaining mindful of potential disruptions and logistics within
the global supply chain.
Innovation and Technology: Leveraging technology to
revolutionize packaging solutions.

Brand Identity & Differentiation: Setting your brand apart

crafting unique packaging that aligns with brand identity which
stands out among competitors.

Packaging and Product Protection

Physical Protection: Packaging provides essential

protection for products throughout their entire journey,
from transportation and handling to storage.

Environmental Protection: Not only does it safeguard against

physical damage, but it also shields against environmental
factors such as moisture, light, and temperature changes that
could potentially harm the product's quality.

Product Integrity: Packaging guarantees product integrity by

inhibiting contamination, tampering, or unauthorized access.
Preservation of Freshness: It also plays a crucial role in
preserving the freshness of perishable goods and extending
their shelf life.

Secure Transit: Packaging ensures secure transit, preventing

breakage, leakage, or spoilage, and thus upholding the
product's quality until it reaches the hands of the consumer.

Legal Protection: Appropriate packaging not only follows

safety regulations but also showcases essential warnings.

Customer Experience: Packaging also contributes to positive

customer experience by protecting the product and presenting
it in an attractive manner, packaging promotes satisfaction and
builds brand loyalty.

Impact on Sales

First Impression: It's the packaging that consumers first

encounter, and it has the power to shape initial perceptions
and grab attention on store shelves, potentially leading to a
purchase.
Brand Recognition: Strong packaging design reinforces brand
identity, making products instantly recognizable and
memorable for consumers. This fosters brand loyalty and
encourages repeat purchases.

Consumer Appeal: Appealing packaging with its design,

colors, and overall aesthetic can entice consumers on a deeper
level. It triggers emotional connections and greatly influences
their buying decisions.

Information Communication: Packaging serves as a practical

tool for communicating key product information, benefits, and
usage instructions. By equipping consumers with this vital
knowledge, it empowers them to make informed choices,
ultimately leading to positive sales outcomes.

Competitive Edge: Standing out from the competition with

highly innovative packaging, giving your product a competitive
edge in a saturated market and potentially boosting sales.

Perceived Value: Enhancing product's perceived value with

high-quality packaging, conveying a sense of luxury and
justifying higher prices to attract consumers looking for
premium products.

Convenience and Functionality: Offering a seamless

customer experience with user-friendly, easy to open, and
convenient resealable packaging, fostering repeat
purchases and positive word-of-mouth recommendations.

Brand Identity & Packaging

Visual Representation: Packaging serves as a powerful tool

for a brand to solidify its identity through the thoughtful use of
colors, logos, typography, and design elements.

Consistency: By maintaining consistency across products,

packaging ensures a cohesive visual representation that
strengthens brand recognition among consumers.

Message Conveyance: Packaging also effectively conveys a

brand's values, mission, and story, fostering a deeper emotional
connection with consumers.
Target Audience Alignment: By aligning packaging design
with the preferences and expectations of the target audience,
brands can successfully resonate with them, ultimately building
strong brand loyalty.

Differentiation: Distinguishing itself from competitors, the

brand utilizes unique packaging that makes the product easily
recognizable among similar offerings.

Emotional Connection: Packaging with thoughtful design,

evokes emotions and shapes perceptions, creating a strong
emotional connection with consumers that impacts their
purchasing decisions.

Brand Promise Reinforcement: Packaging serves as a

constant reminder of the brand's promise, reinforcing trust in
the product's quality and reliability for consumers.