RELIANCE INDUSTRIES

Introduction…
Reliance Industries Limited (RIL) is an Indian multinational conglomerate company,
headquartered in Mumbai, India. RIL's diverse businesses include energy, petrochemicals, 
natural gas, retail, telecommunications, mass media, and textiles. Reliance is one of the
most profitable companies in India,[2] the largest publicly traded company in India by 
market capitalisation,[3] and the largest company in India as measured by revenue after
recently surpassing the government-owned Indian Oil Corporation.[4] It is also the 
eighth largest employer in India with over 236,000 employees.[5][6] RIL has a market
capitalisation of US$240 billion as of October 2021. The company is ranked 155th on the 
Fortune Global 500 list of the world's biggest corporations as of 2021.[7] Reliance continues
to be India's largest exporter, accounting for 8% of India's total merchandise exports and
access to markets in over 100 countries.[9] Reliance is responsible for almost 5% of the
government of India's total revenues from customs and excise duty. It is also the highest
income tax payer in the private sector in India.[9][10] The company has negative free cash
flows.
Chairman and MD: Mukesh Ambani
The number of shares of RIL are approx. 644.51 crore (6.44 billion).[38] The promoter
group, the Ambani family, holds approx. 49.38% of the total shares whereas the remaining
50.62% shares are held by public shareholders, including FII and corporate bodies.[38] 
Life Insurance Corporation of India is the largest non-promoter investor in the company,
with 7.98% shareholding. In January 2012, the company announced a buyback programme
to buy a maximum of 12 crore (120 million) shares for ₹10,400 crore (US$1.5 billion). By
the end of January 2013, the company had bought back 4.62 crore (46.2 million) shares
for ₹3,366 crore (US$470 million)
The company's equity shares are listed on the National Stock Exchange of India
 Limited (NSE) and the BSE Limited. The Global Depository Receipts (GDRs)
issued by the company are listed on Luxembourg Stock Exchange.[41][42] It has
issued approx. 5.6 crore (56 million) GDRs wherein each GDR is equivalent to
two equity shares of the company. Approximately 3.46% of its total shares are
listed on Luxembourg Stock Exchange.[38] Its debt securities are listed at the
Wholesale Debt Market (WDM) Segment of the National Stock Exchange of
India Limited (NSE).[43]
It has received domestic credit ratings of AAA from CRISIL (S&P subsidiary) and
Fitch. Moody's and S&P have provided investment grade ratings for
international debt of the company, as Baa2 positive outlook (local currency
issuer rating) and BBB+ outlook respectively.[44][45][46] On 28 December 2017, RIL
announced that it will be acquiring the wireless assets of Anil Ambani-led 
Reliance Communications for about ₹23,000 crores.[47] Operations The
company's petrochemical, refining, oil and gas-related operations form the
core of its business; other divisions of the company include cloth, retail
business, telecommunications and special economic zone (SEZ) development.
In 2012–13, it earned 76% of its revenue from refining, .
JOURNEY OF RELIANCE…
MODEST BEGINNINGS / MAMMOTH ASPIRATIONS ~
Dhirubhai Ambani returns to India in 1957 after a stint with A. Besse &
Co., Aden, Yemen. He starts a yarn trading business from a small 500 sq.
ft. office in Masjid Bunder, Mumbai, but dreams of establishing India’s
largest company.

WEALTH CREATION / FOR ALL INDIANS ~

In 1977, Reliance Textile Industries’ IPO creates history by introducing
the equity cult in India. The issue is oversubscribed seven times,
strengthening Reliance’s growth ambitions.
INTEGRATING BACKWARD / RACING FORWARD ~
Reliance sets up a mill in Naroda, Gujarat, sparking off Reliance’s
backward integration journey. Mukesh Ambani leads the establishment
of Reliance’s first mega manufacturing project at Patalganga in a record
18 months. Reliance’s backward integration journey continues. The
Hazira plant coming on stream.
ENHANCING THE LIFESTYLE OF / EVERY INDIAN ~
In 1991 laid the foundation for Reliance becoming the world’s largest
integrated producer of polyester.
INDIA ARRIVES ON THE / GLOBAL REFINING MAP ~
In 2000, Reliance commissions the world's largest grassroots refinery in
a record 36 months: the Jamnagar petrochemicals and integrated
refinery complex. With the development of the associated green belt,
the desert surrounding Jamnagar becomes home to another man-made
wonder – Asia’s largest mango orchard.
TRIGGERING A TELECOM REVOLUTION ~
In 2002,  Reliance enters the Infocomm business and brings about a
revolution in mobile telephony in India. In 2005, Reliance makes a
strategic decision to reorganise its businesses through a demerger.
Power generation and distribution, financial services and
telecommunication services are demerged into separate entities.

JOINING THE / GLOBAL GIANTS CLUB ~

In 2004, Reliance emerges as the first and only private Indian
organisation to be listed in the Fortune Global 500 list. Reliance is also
the first private sector company to be rated by international credit rating
agencies - including Moody's, Standard and Poor's. 
INVESTING IN THE / ENERGY SECURITY OF INDIA ~
In 2009 , Reliance commences production of hydrocarbons in its KGD6
block - against all odds - in just over two years of its discovery, making it
the world’s fastest green-field deepwater oil development project. With
this development, Reliance completes an unprecedented backward
integration journey.
LARGEST RETAILER / SERVING INDIA ~
Reliance Retail becomes the largest retailer by revenue in 2014, fulfilling
the aspirations of millions across the country and bringing international
experiences at affordable prices to every corner of India.
INNOVATION-LED / GROWTH CONTINUES ~
Reliance Retail becomes the largest retailer by revenue in 2014, fulfilling
the aspirations of millions across the country and bringing international
experiences at affordable prices to every corner of India. Reliance Jio
Infocomm Ltd., ushers in a pan-India digital revolution through state-of-
the-art wireless broadband 4G services, promising to bridge the digital
divide.
CREATING / EXPONENTIAL VALUE ~
In 2019, Reliance becomes the first Indian company to cross ₹10 trillion
market capitalisation. Chairman and Managing Director Mr. Mukesh
Ambani says, “In just four decades, Reliance has grown from a small
startup to one of the largest, most admired companies in the world." In
2020, Reliance ranks as the 48th highest valued company in the world
and ranks 96th on the Fortune Global 500 list.
WHAT’S GOOD FOR INDIA / IS GOOD FOR RELIANCE ~
"Our dreams have to be bigger.
Our ambitions higher.
Our commitment deeper.
And our efforts greater.’’
 HISTORY...
1960–1980
The company was co-founded by Dhirubhai Ambani and Champaklal
Damani in 1960's as Reliance Commercial Corporation. In 1965, the
partnership ended and Dhirubhai continued the polyester business of
the firm.[12] In 1966, Reliance Textiles Engineers Pvt. Ltd. was
incorporated in Maharashtra. It established a synthetic fabrics mill in the
same year at Naroda in Gujarat.[13] On 8 May 1973, it became Reliance
Industries Limited. In 1975, the company expanded its business into
textiles, with "Vimal" becoming its major brand in later years. The
company held its Initial public offering (IPO) in 1977.[14] The issue was
over-subscribed by seven times.[15] In 1979, a textiles company Sidhpur
Mills was amalgamated with the company.[16] In 1980, the company
expanded its polyester yarn business by setting up a Polyester Filament
Yarn Plant in Patalganga, Raigad, Maharashtra with financial and
technical collaboration with E. I. du Pont de Nemours & Co., U.S.
1981–2000
In 1985, the name of the company was changed from Reliance Textiles
Industries Ltd. to Reliance Industries Ltd.[13] During the years 1985 to
1992, the company expanded its installed capacity for producing 
polyester yarn by over 1,45,000 tonnes per annum.[13] The Hazira
petrochemical plant was commissioned in 1991–92. In 1993, Reliance
turned to the overseas capital markets for funds through a 
global depository issue of Reliance Petroleum. In 1996, it became the
first private sector company in India to be rated by international 
credit rating agencies. S&P rated Reliance "BB+, stable outlook,
constrained by the sovereign ceiling". Moody's rated "Baa3, Investment
grade, constrained by the sovereign ceiling". In 1995/96, the company
entered the telecom industry through a joint venture with NYNEX, USA
and promoted Reliance Telecom Private Limited in India. In 1998/99, RIL
introduced packaged LPG in 15 kg cylinders under the brand
name Reliance Gas. The years 1998–2000 saw the construction of the 
integrated petrochemical complex at Jamnagar in Gujarat,[17] the largest
refinery in the world..
2001 Onwards……
In 2001, Reliance Industries Ltd. and Reliance Petroleum Ltd. became India's two
largest companies in terms of all major financial parameters.[19] In 2001–02,
Reliance Petroleum was merged with Reliance Industries.
In 2002, Reliance announced India's biggest gas discovery (at the 
Krishna Godavari basin) in nearly three decades and one of the largest gas
discoveries in the world during 2002. The in-place volume of natural gas was in
excess of 7 trillion cubic feet, equivalent to about 120 crore (1.2 billion) barrels
of crude oil. This was the first ever discovery by an Indian private sector
company.[14][20]
In 2002–03, RIL purchased a majority stake in Indian Petrochemicals Corporation
Ltd. (IPCL), India's second largest petrochemicals company, from the government
of India,[21] RIL took over IPCL's Vadodara Plants and renamed it as 
Vadodara Manufacturing Division (VMD).[22][23] IPCL's Nagothane and Dahej
manufacturing complexes came under RIL when IPCL was merged with RIL in
2008.[24][25]
In 2005 and 2006, the company reorganised its business by demerging its
investments in power generation and distribution, financial services and
telecommunication services into four separate entities.[26]
In 2006, Reliance entered the organised retail market in India[27] with the launch
of its retail store format under the brand name of 'Reliance Fresh'.[28][29] By the
end of 2008, Reliance retail had close to 600 stores across 57 cities in India.[14]
In November 2009, Reliance Industries issued 1:1 bonus shares to its
shareholders.
In 2010, Reliance entered the broadband services market with acquisition of
Infotel Broadband Services Limited, which was the only successful bidder for
pan-India fourth-generation (4G) spectrum auction held by the government of
India.[30][31]
In the same year, Reliance and BP announced a partnership in the oil and gas
business. BP took a 30 per cent stake in 23 oil and gas production sharing
contracts that Reliance operates in India, including the KG-D6 block for $7.2
billion.[32] Reliance also formed a 50:50 joint venture with BP for sourcing and
marketing of gas in India.[33]
In 2017, RIL set up a joint venture with Russian Company Sibur for setting up a 
Butyl rubber plant in Jamnagar, Gujarat, to be operational by 2018.[34]
In August 2019, Reliance added Fynd primarily for its consumer businesses and
mobile phone services in the e-commerce space.[35][36]
On the 18th August 2021, Reliance Industries Limited (RIL) stated that it had
shut down its manufacturing units at Nagothane town in Maharashtra.
 PRODUCT LIFECYCLE …
Introduction: When the product is brought
into the market. In this stage, there's heavy
marketing activity, product promotion and
the product is put into limited outlets in a
few channels for distribution. Sales take off
slowly in this stage. The need is to create
awareness, not profits.

The second stage is growth. In this stage,

sales take off, the market knows of the
product; other companies are attracted,
profits begin to come in and market shares
stabilize.

The third stage is maturity, where sales

grow at slowing rates and finally stabilize.
In this stage, products get differentiated,
price wars and sales promotion become
common and a few weaker players exit.

The fourth stage is decline. Here, sales

drop, as consumers may have changed, the
product is no longer relevant or useful.
Price wars continue, several products are
withdrawn and cost control becomes the
way out for most products in this stage.
 SWOT Analysis of Reliance Jio

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8 Most Popular Business Analysis Techniques used by Business
Analyst
a) Strengths: 
Strengths are defined as appropriate actions or steps that each
business takes in its spectrum of operations that can provide a
business with a strong position among rivals. The following are
the strengths of Reliance Jio:
Substantial customer acquisition strategy, 
Robust customer base, 
Fast technology for better customer experience,
Secure and steady endorsement of parent company Reliance
Industries,
Brand management and control,
Rapid and ample network, and 
Various offerings under a single name.
SWOT Analysis of Reliance Jio: Part-1
b) Weakness:  
Weakness are the areas where any business or brand requires
enhancement, few weaknesses of Reliance Jio are following; 
Pricing controversies,
Delayed introduction into the market,
Activation issues,
Overabundant freebies, and
Poor data connection.  
c) Opportunities:   
 Opportunities are the exciting promenade in the business
environment that besieges it on which any business can exploit
to advance its returns. Presently, Jio is looking for some coming
growth by launching 5G and 6G Technology at affordable prices 
Major opportunities for Reliance Jio include;  
Forthcoming consumed technology,
Inflation to different countries,
Cutthroat Pricing Strategies, and
Apps and 5G and 6G technologies. 
 d) Threats:  
Threats can be various factors in the business environment that
could be adverse to the business in its growth, some of the
threats that Reliance Jio faces are;
Hazards of loss of customers 
Critique and negative image
Eradication of unpaid services
Unethical business behavior and marketing practice.
PRODUCT LINE…
4P`S OF MARKETING MIX
It’s About Reliance Jio
The inception of Jio was in 2005 when RIL split, the company was known
as Infotel Broadband previously, now by this time it is widely
acknowledged as “Reliance Jio" (a dream project of Mukesh Ambani). It
has begun with broadband services, stepped into 3G and 4G, and is
extending its mobile products and services through e-marketing. Initially,
Jio has created a really tough competition that Airtel and Vodafone have
watched almost the double-digit rate of decline in their revenues, at that
time, Lyf phones made an attempt into the market with Jio Preview offers
as unlimited free data pack for 3 months with free voice calls .
1. Combined Marketing Strategies 
Price: One of the most attractive strategies, Jio adapts, is pricing strategies.
Not only the company offered a satisfying price to their various products
for individuals but it also leads the in-vogue telecom market. Rival
companies also modified their pricing strategies when Jio introduced
premium 4G services at cheap prices. However, Jio has revised its latest
tariff plans. 
Products: Jio is providing telecom products and assistance with high-speed
internet services and exclusive offers.
Place: By the various broadly spread circulatory channels, Jio products, and
other digital items are sold out at various Jio stores located in several cities
in India. Reliance Jio stores have evolved into India’s largest supply chain in
a short period of time that turns out to be an augmented platform for
distribution, incorporating a huge number of national and international 
personal brands.
Promotion: When it comes to making positive brand consciousness,
Reliance Jio has adopted a bit aggressive marketing strategy including
launching ad campaigns on television, radio, newspapers, magazines, and
social media platforms like Instagram, Facebook, Twitter, and YouTube.
They also have used film industry stars and celebrities’ power to do acting
in their commercials ads and become joined with their brand.  
1.Reliance Fresh ~ Retail outlets of fruits, vegetables and groceries.
2.Reliance Smart ~ Reliance Smart offers a one-stop shopping experience by offering
fresh produce, bakery, dairy products, home, and personal care products, general
merchandise, fruits, vegetables, and groceries.
3.Reliance Digital ~ Consumer electronics retail stores. It had 689 stores in October
2014.
4.Reliance LYF ~ 4G mobile handset manufacturer based in Mumbai, founded in
2015.
5.Reliance Jewels ~ Jewelry retail; it had revenues of about ₹8 billion in financial
year 2012–13.
6.Reliance Trends ~ Apparel and clothing. It had revenues of about ₹16 billion in
financial year 2012–13 with a store count of 287.
7.Reliance Footprint ~ It had revenues of about ₹1.6 billion in financial year 2012–
13.
8.AJIO ~ E-commerce, fashion shopping website, officially launched at the Lakme
Fashion Week SS16.
9.Hamleys ~ Hamleys, one of the oldest and largest toy retailers in the world, was
acquired by Reliance Retail in 2019.
10.JioMart ~ JioMart is the e-commerce venture of Reliance Retail that provides
grocery delivery from neighbourhood Kirana stores. It operates in 200 cities in India
and was started as a joint venture between Reliance Retail and Jio Platforms.
11.Shri Kannan Departmental Store ~ Shri Kannan Departmental Store is a retail
store chain that sells fruits, vegetables, dairy, staples, home, and personal care, and
general merchandise. It operates 29 stores in Coimbatore.
12.Future Group ~ The acquisition of Future group by Reliance Retail is yet to be
approved by competition commission of India and there is also an ongoing tussle
between amazon and the promoters of Future group regarding the selling off the
company to Reliance Retail. Future group is known for having a significant
prominence in Indian retail and fashion sectors, with popular supermarket chains
like Big Bazaar and Food Bazaar, lifestyle stores like Brand Factory, Central, etc. The
group also has a notable presence in integrated foods and fast-moving consumer
goods manufacturing sectors.
13.Netmeds ~ Netmeds is a licensed e-pharmacy based in Chennai. Reliance Retail
acquired a 60% stake in Netmeds' parent Vitalic for approximately ₹620 crore.
14.Urban Ladder ~ Urban Ladder is an omnichannel furniture and decor retailer
based out of Bangalore, India. Urban Ladder currently has 3 stores in Bangalore and
distribution across 75+ cities in India through its website.
BRANDING OF RELIANCE INDUSTRIE S
BRANDING
Branding comprises of decisions that offers an identity for a product in order to
differentiate it from competing products. In the current age of increased
competition branding helps to position the product to the target audience. The
popularity of building branding strategies has increased in the recent years
because of increased need for product differentiation. The brand
communicates through colors, logos, slogans and tag lines. For example Haier,
a Chinese home
appliances brand has the slogan of ‘Inspired Living’. Similarly, Infosys has the
slogan, ‘Poweredby Intellect Driven by Values’. Branding becomes an essential
element in marketing.DEFINITIONS: Brand is defined as “A name, term, design,
symbol, or any other feature that identifies one seller’s good or service as
distinct from those of other sellers.” American Marketing Association Brand is
defined as a "name, term, sign, symbol or a design or a combination of them,
intended to identify the goods and services of one seller or group of sellers and
to differentiate them from those of the competitor”.- Philip Kotler The brand
name or brand mark becomes a trade mark if it is registered and
legal.Trademarks are protection provided to a name, word, symbol, or words
legally registered for use as representing a company or product. Trademarks
increase the rights of brand or company by ensuring legal evidence and its
ownership. They also enable to seek exclusive rights for using the trade mark in
the country.
Types of brand
Brands can be classified based on ownership, market area and number of
products.
1. Ownership
a) Manufacturer’s brand: When the ownership lies with the manufacturer and
the
producer provides the brand name to the products, it is called manufacture’s
brand. The
manufacturer is responsible for its marketing and enhance customer loyalty by
building
the brand name. Examples include Apple, GE, Intel and McDonald’s.
b) Middleman’s brand/ Store brand/Private label: In certain cases, the
manufacturers do
not undertake branding by themselves, instead they leave their products
to the wholesalers or retail chains for the branding, these brands are
named as Middleman’s brands/ Store brand/ Private Labels. Example
include Reliance Select a brand of Reliance Retail.
2. Market area
a) Local Brand: When the product is available at the local area and the
brand is restricted to local markets or region, it is called local brand.
b) National Brand: When a brand name is owned by the producer or
distributor and is
distributed all over the nation, it is called a National Brand. The
examples include AMUL Parle-G etc.
3. Number of Products
a) Family Brand: When multiple products of the manufacturer are
marketed under the similar brand name, it is called a Family brand.
Videocon, Nestle, Johnson & Johnson use this strategy. The term
umbrella branding is also a substitute for Family brand.
b) Individual Brand: When diverse products belonging to same category
are manufactured by a company but have different brand names, they
are called Individual brands. In most of the cases the new brand names
are not generally connected with the names of existing brands of the
organization. P& G offers an array of individual brands in each product
category, some of them being Whisper(Sanitary Napkins), Ariel &
Tide(Detergents), Olay(Personal & Beauty products), Oral-B(Dental
hygiene).
Reliance follows world class processes and Automation systems round
the clock, uniformly and consistently, while delivering High Speed Diesel,
Petrol, Auto LPG and Lubricants from its fuel stations across the country.
• Auto Replenishment of Stocks at COCO ROs.
• Online product “Round the clock” indenting portal for Dealer ROs.
• All Highway and Network Retail outlets operate 24x7
• Mandatory 7 days training prior to commissioning of a retail outlet,
followed by periodic refresher courses.
• Well defined Standards for Personnel Appearance and branded
Uniform for all customer interacting roles
• Standard “Customer Service Sequence” followed by pump attendant
to complete every transaction
• Special, tamper proof, highly secure locks to ensure integrity of the
product during enroute and at Retail outlets
• Critical keys are crimped in an online & automated Electronic Box
called “Key Management system” for tracking and controls.
• All Underground Storage Tanks monitored through Automatic Tank
Gauging Devices, hooked to central server
• Monitoring accuracy of calibration of Dispensing Units through
electronic calibration factor (K-factor)
• Special emphasis on maintaining Accuracy of Test Measure
• All operating nozzles and test measures are calibrated periodically as
per provisions of Legal Metrology Act.
• Filter paper check for quality of petrol
• Density check and records maintained, both for petrol and diesel
• A PAN India RO network which is centrally connected through Retail
Automation Application
• Electronic Price System (EPS) installed within TOTEM for online price
download; clear & remote visibility of price ensured through L.E.D.
display
• Each Retail outlet has independent source of connectivity through V-
SAT
 PACKAGING OF
RELIANCE INDUSTRIES
INTRODUCTION
Packaging can be defined as an art, science and technology of preparing
goods for transport and sale. Packaging as an industry has two sectors –
those who prepare the packaging material and those who convert these
materials into packages. New packaging materials are fast replacing the
old ones. A good packaging conveys the quality of the product: which is
distinct from the value of the product. Attractive packaging is an also an
efficient point of purchase (POP), and stimulates publicity for sales. It
has been observed that packaging is an important advertising means
helping in carrying messages from the marketer to the consumer.
Packaging as a function has two separate dimensions – the physical
aspects related to the science and technology and the behavioral aspect
related to the art of product design associated with buyer behavior.
PACKAGING CONCEPT
In most cases, marketers define packages as the fifth ‘P’ of marketing. It
provides an enhanced value to the product and there are three levels of
material for package:
A. A primary package
B. A secondary package
C. The transportation package
Packaging may be ‘primary’ which refers to the product’s immediate
container, such as the PET bottle, tetra pack, can or a box: or secondary,
which refers to additional layers of protection that are removed once the
product is ready such as the tube of shaving cream, which is covered in a
card board box or a glass bottle covered in card board box.
The different levels of packaging, type and importance would vary with
the nature of product, whether FMCG, durable consumables, industrial
and liquid product. It would also differ on the distance over which it has
to be transported. It should be regarded as one of the important
requirements for a manufactured product.
The quality control of a product would be meaningless if the package
designed to carry the product from the factory to the ultimate consumer is
not adequate.
ROLE OF PACKAGING
Packaging is an important element in the formulation of the marketing plan
as it aids with promotion & performs the role of passive salesman, in
addition to protecting the product. In the
absence of salesman, the package should be able to grab the eyeballs of the
buyers. Good packaging may lead to improved consumer acceptance. The
product package has an important promotional function, establishing
meaningful communication with the consumer. Designing the product
package according to changing customer preferences and attitudes will
enable the marketers to push the product. Consumer packaging is also
intended to offer better convenience to the consumer and protect the
product from pilferage and damage. It has been estimated that unit value
realization can increase with good packaging.
IMPORTANCE OF PACKAGING
Initially Packaging was considered a production-related function and activity.
While in the current context packaging has completely changed due to
competition. New developments in
packaging, have forced marketing managers to focus on packaging design.
The following aspects
highlight significance of packaging in marketing:
 It provides information about the product
 It helps in identifying brand name
 It assists in protecting the product
 It helps in product handling
 It aids in promoting the product
 It helps in offering customer convenience and satisfaction
 It helps increase in the sales of the product.
 It adds to the use of a product.
 It contributes to the safety of a product. It helps in storage of the product
 It helps in product differentiation
PACKAGING DECISIONS
Packaging is an important component of a product as an attractive pack is
the most important factor in impulse purchases. The basic functions of a
pack are to attract the potential customer’s attention, protect the product
that is packed and reveal its identity. It is an essential tool for two categories
of people – first, end-users of a product: and second, retailers. The material
used may vary from metal to paper to plastic etc. The useful packaging
decisions include:
1. Packaging design: It is not easy to design a package for various items. For
example, all ‘Hand wash’ come in bottles, but different brands of hand wash
differ in their packaging. The high costs of packaging lead to bringing out
refill packs too.
2. Attractive Color: Colour plays an important role for determining customer
acceptance or rejection of a product. The use of rightcolours in packaging
also assists marketers, reap huge advantage. Packaging colour should be
attractive so that it may aid in promoting sales.
3. Packaging the product line. A company must decide whether to develop a
family or similar kind of the packaging of its several products. It involves the
use of identical packages for all products or the use of packages with some
common feature.
FUNCTIONS OF PACKAGING
Packaging should perform the following basic functions:
1. Protection
The basic function is to protect the products from the vagaries of weather
the product can be exposed to, in transit from the manufacturer’s plant to
the retailer’s shelves and issues related to handling the product while on
display on the shelves.
The reasons for protection for products through packaging are:
 Control pilferage during transit or storage
 Prevent the absorption of moisture
 Avoid breakage/damage due to rough mechanical or manual handling
during transit.
 Protect liquid from evaporation.
2. AppealThe emergences of self-service outlets have forced manufacturers
to have attractive packaging. The following characteristics have been
identified to help a package perform the self-selling tasks:
 It helps in attracting attention of the customer
 It helps to enhance the product image
 It helps in the product looking and hygienic
3. Performance
This is the third function of a package. It should perform the task for which it
is designed. Bottled water has been introduced in 500 ml to 20 litres bottles.
The purpose and place of use is the deciding factor in the purchase of
various packs. A package must be made to consistent and rigid quality
standards as the consumer demands uniformity each time he purchases a
product.
4. Packaging for convenience
It provides convenience to distribution channel members, such as
wholesalers, retailers and consumers. The convenience will relate to
handling and stocking of packages. It helps in the following ways:
 The package must be convenient to stock
 The package must be convenient to display
 The package must not waste shelf-space.
 The package can be easily carried.
 It should be easy to dispose off.
5. Cost-effectiveness
The package finally must be cost-effective. Packaging cost as a percentage of
product cost differs from one industry to another. It is essential to
understand that while analyzing packaging costs, the other costs like
handling, storage, insurance and transit costs are also added.
QUALITIES OF GOOD PACKAGING
 Attractive appearance
 Convenient for storage and display
 Shield against damage or pilferage
 Product description displayed on the package
 Package should be as per the specifications
 LABELING OF RELIANCES
INDUSTRIES….
LABELLING
LABELLING Labeling is regarded as part of marketing as packaging decisions involve
the labeling requirements. It provides the customers with the requisite information
about the product. The buyers also have complete information about the quality,
features, standards, grade, price quantity etc. This helps them in making better and
informed decisions. It is also helpful to the sellers as they can differentiate their
products from their competitors. Attractive labeling also assists in encouraging the
customers to pick the products off the shelf. In most countries across the globe,
labeling is mandatory and they have specifications for labeling. For example in
India, all the prepackaged foods sold in the country are required to comply with
the Food and Safety Standards (Packaging and Labeling ) Regulations 2011 issued
by the Food Safety and Standards Authority of India functioning under the Ministry
of Health and Family Welfare. The important ones include information regarding
the nutritional values, vegetarian and non-vegetarian symbols, information related
to food additives or flavors, name and complete address of the manufacturer, net
quantity, lot identification of batch identification, date of manufacture or packing,
instructions for use, country of origin for imported products apart from the general
labeling requirements. The CE marking or the estimated sign used in European
Union weights and measures accuracy regulations. The Green Dot is the example
of environmental symbol.
According to the regulations labeling of food items should disclose information
about a number of aspects like date of manufacturing, expiry date or optimum
storage period for the product which do not have an indefinite storage period,
composition, storage conditions, necessary method of use, if necessary,
precautions to be taken, contra-indications etc. Labels are part of the printed
material on the package. The label is a strong sales tool and an integral part of
purchase advertising.Products may be adequately identified by giving the name of
the product and the producer; most require somewhat more extensive
descriptions of their nature and use. For example, processed foods, patent drugs,
some cosmetics, etc. legally are bound to carry a fairly complete detail about their
ingredients. Several products must give instructions for their use, as in the case of
commercial plant food. Safety warnings should also be mentioned on labels of all
potentially hazardous products or packages. For example “To be used under the
direction of a medical practitioner” or keep out of reach of children “or Cigarette
smoking is injurious to health”.
Environmental awareness among the consumers has promoted the introduction
of ‘eco-label’ awarded on the basis of a product’s environment friendliness.A
good label is one which helps a potential buyer to help him take make decision
with relevant and correct information. Apart from the information which must be
given, the label should provide:
i. Picture of the product accurate as to size, colour and appearance.
ii. Description of ingredients used along with methods of processing.
iii. Directions for use, including cautions against misuse.
iv. Brand names
v. Dates of manufacture and expiry
vi. Statutory warning, if any.
vii. Contra-indications and adverse effects, if any. In all packaging is an important
component of marketing and manufacturers are coming with innovative
packaging to attract the customer and labeling enables them to comprehend the
materials used in the product.
Role of Labeling
(i) Provides description of the product and specifies its content: The label
provides detailed information of the products, its ingredients, usage, care to be
administered,caution, batch number, manufacturing place, helpline number in
certain cases, date of manufacturing and expiry etc.
(ii) Identifies the product or brand: Labeling enables to identify the product
amongst the multiple brands. SUNFEAST brand of biscuits can be easily identified
from the other brands on the basis of their labeling.
(iii) Aids in product grading: If a company manufactures different qualities of
product, labeling aids in finding which pack contains what type of quality. The
variants of tea manufactured by Hindustan Unilever Ltd are differentiated by the
company through green, red and yellow colored labels.
(iv) Facilitates in the promotion of products: It also helps in sales promotion.
Consumers are to drawn towards buying products on account of their attractive
labels.
(v) Helps in providing information required as per the law: The labels provides
statutory warnings as required by the law in case of products like cigarettes, pan
masalas. They are required to carry the picture and the warnings too. In the case
of hazardous or poisonous products too necessary statutory warnings are to be
put on the label.
William J. Stanton classifies the labels into four:
a) Brand labels: They are majorly meant to popularize the brand name of the product.
Cosmetics manufacturers prefer to use this kind. E.g: Perfumes, Lipsticks etc
b) Grade labels: They emphasize on standards or grades used for product
identification.E.g: Fabric, Tea Leaf, etc.
c) Descriptive labels: They are descriptive in nature; state product features and
explains the various uses of the products. The consumables items like milk etc have
descriptive labels.
d) Informative labels: The main object of these labels is to provide maximum possible
information. In case of the medicines, detailed labels are attached which even specify
the side effects in using them.
RELIANCE JIO..
INTRODUCTION