Packaging and

Labeling
Unit 3
 Packaging
The package = physical container or wrapping for a product
It is an integral part of product planning and promotion
• 10% of the retail price is spent on developing, designing,
and producing just the package
Companies sometimes change packaging to update their image
and reach a new market
Going Back to the Original
Functions of Packaging

1. Promoting and Selling the Product

2. Defining Product Identity

3. Providing Information

4. Expressing Customer Needs

5. Ensure Safe Use

6. Protecting the Product

The Keys to Product Packaging
1. Promoting and Selling the Product

Attractive, colorful, and

visually appealing packages
have promotional value

A well designed package is a

powerful selling device
because it helps the product
stand out from its
competitors
1. Promoting and Selling the Product

Mixed Bundling –
packaging different
products or services
together
• Usually the bundle price
is cheaper than buying
them individually

Price Bundling – two or

more similar products
are placed on sale for
one package price
2. Defining Product Identity
Packaging is sometimes used to
promote an image such as
prestige, convenience, or status
Can be a crucial part of the
marketing strategy, particularly
in advertising
3. Providing Information
• Gives customer useful
information on:
• directions for using the
product
• its contents
• product guarantees
• nutritional value
• potential hazards
4. Expressing Customer Needs
When designing packages, companies analyze customer
lifestyles and create packaging that meets their needs for
size and convenience

Packages often come in various sizes

• Family size
• Single serving
5. Ensure Safe Use
Proper packaging helps to eliminate
potential injuries or misuse of a product
• Formerly glass containers are now
plastic
• Childproof caps
• Tamper resistant packages
• Blisterpacks – packages with preformed
plastic molds surrounding individual
items arranged on a backing
 6. Protecting the Product
• Must protect during shipping, storage, and display
• Prevent or discourage from tampering
• Prevent shoplifting
• Protect against breakage and spoilage
Air To Spare
• Do you ever get frustrated when you buy
something and the package if filled with more
air than product?

Air To Spare
Packaging TRENDS
Aseptic Packaging –technology that keeps
foods fresh without refrigeration for
extended periods

Usually used to package food products

• canning
• bottling
Packaging TRENDS

Environmental Packaging –
recycled material, less
plastic, and safer for the
environment

Sun Chips Ditching New Bag

 Packaging TRENDS

Cause Packaging – promote social and

political causes
• May be totally unrelated to the product
labeling
Label – an identification tag, wrapper,
seal, or imprinted message that is
attached to a product or its package

• Main function is to inform customers

about a product’s contents and give
directions for use
• Protects businesses from legal liability if
someone if injured while using the
product
 Three Kinds of Labels
1. Brand Label – gives brand name and
trademark or logo

2. Descriptive Label – give information about

product use, construction, care,
performance, and other features

3. Grade Label – states the quality of a product

Does it really mean it’s healthy?

Food Label Fight

The Product’s Public Face
• What is packaging?
• Containers and wrapping materials used to protect, contain, identify, promote
and facilitate the use of the product.
• What do I mean by “facilitate the use of a product” and please give an
example.
Label
• What is a label?
• Informative tag, wrapper, or seal attached to the product or the product’s
package. It presents information.
• What information does it present?
• Brand name (Bold detergent)
• Ingredients, Instructions (machine washable), how to open or dispose,
guarantees, danger warnings
Some Goals of the Package
• Promote a company and its image
• Give an old product a new image
• Preserve the product for a time period
• Help customers use products better
• Introduce new uses for old products
• Reduce costs, increase sales and profits
Don’t Forget to Ask
• When planning the design of a package, a few questions must be
answered:
• Must the package protect the product against moisture, leakage, and
temperature changes?
• Must the package be resealed or closed after it has been opened?
• What other questions should you ask if you’re the package designer?
Functions of Packaging – Part 1
• How does the package protect the Product?
• Withstand humidity, puncture, damage
• How does the package protect the Consumer?
• Childproof, sealed tops, tamper proof
• Contains the Product (easy to carry)
• What big or heavy products at a supermarket are easy to carry? Why?
Intermission brought to you by your friends
from yesteryear:
Functions of Packaging- Part 2
• Identifies the product
• Lists contents, distinguishes the product
• Visibly promotes the product
• Stands out, catchy slogan, product uses, refunds
• How does McDonald’s market the packaging of its Happy Meal?
• Toy, book, imprint of puzzle or game
Functions of Packaging- Part 3
• Give examples of how packaging make the product easy to use?
• Cartons with spouts for easy pouring
• Butter wrappers with marked measurements
• Resealable bags
Packaging Materials Part 1
• Why use Paper and cardboard?
• Inexpensive, lightweight, fairly strong, and easy to print on,
recyclable,biodegradable
• Why use cellophane (transparent paper) and plastic wrap?
• See through package (meat)
• Why use Glass to hold liquids?
• Doesn’t leak or change its smell or taste
Packaging Materials Part 2
• Why use plastic?
• Can be shaped into jars and bottles
• Can be processed into sheets (used for toys, clothes, food products)
• Won’t break
• Why use aluminum?
• Unbreakable, disposable, recyclable
• Why use Glass to hold liquids?
• Doesn’t leak or change its smell or taste
Packaging Forms
• Plastic packaging
• Candy bars, potato chips
• Cardboard & Paper Packaging
• Juice boxes
• Combination of Materials
• Golf balls are packaged in boxes of 3; Multi-packs contain 4 boxes of 12 golf
balls
• Batteries, bacon
Packaging and Ecological Concerns
• Marketers must protect the consumer and his/her environment from
the package
• Plastic foam & the ozone layer
• Non biodegradable material takes up more space
• Use more recyclable products
Packaging and Labeling Laws
• Protect people against deceptive labeling
• Ban deceptive environmental claims
• Must list all nutritional elements – not just the benefits
• Establish strong safety standards
Packaging and Labeling Trends
• Clearly warn user of harmful effects
• Safer, easier to use, more convenient for the consumer
• Recyclable
• Will continue to be integral parts of product and marketing programs
The Loot.
• If you become a successful marketer or package designer, you will
probably make millions…