AGIN

G
Packaging can be theater, it can create a story.
-Steve Jobs
WHAT IS
PACKAGING ?
DEFINATION:-

According to Philip Kotler-:

“All the activities of designing and producing the container for a product.”.

Tou
Feel
ch!
Bu
 PACKAGING
OBJECTIVES:
Packaging must achive a number of objectives:

1. Identification & Differentiation.

2. Aid product consumption.
3. Convey descriptive & persuasive information.
4. Transporation & protection.
5. Storage.
STAGES OF
PACKAGING:
01 PRIMARY
02 SECONDARY

It refers to the packaging that is in It refers to the additional layer of

direct contact with product. protection that are kept till the
product is ready to use.

03 TERTIARY
It refers to a final layer of
packaging used to group a large
quanity of a particular product for
transfortation.
STAGES OF EXA
PACKAGING
01 02 MPL 03
PRIMARY SECONDARY E! TERITARY
ELEMENTS OF
PACKAGING
COLOUR VISUALS

Colour is all pervasive

1 2 Language neutral &
high recall

LABELING WARRANTIES
Includes brand info. 3 4 Reduces buyer’s
Product description & Legal
perceived risk
restriction
 URS :
• Its an important aspect in achieving packaging
objectives.
• It carries different meaning in different culture &
market segments.
• It can define a brand. From Cadbury’s purple wrapping
to DHL’s yellow truck.
• It can have great psychological impact and draw
attention to the brand.
 AN IMAGE IS
WORTH A
THOUSAND
WORDS
VISUALS
Visual illustration and structural design of the package play a key role in visual marketing of a
product. We humans are visual creatures by nature. Our eyes were designed to continually
scan and process the environment, quickly identifying and assessing a vast array of visual
information.
LABELLING
IDENTIFICATION DESCRIPTION PROMOTION
WARRANTIES &
GUARANTEES
Warranties are formal statement of expected product performance by the manufacturer.
Item under Guarantee can be returned to the manufacturer or designated centres.

DEPENDENT
VARIABLES

 They reduce the buyer’s perceived risk.

 It suggests that the product is of high quality.
 It builds trust and reliability among the consumers.
 It could create high recall value for the product by the one consuming it.
 TROPICANA Case:

REBRANDING FAILURE Tropicana launched the new packaging for Tropicana

Pure Premium, its best-selling product in North
America, on January 8, 2009.

“Pure Premium” was changed to “100% Orange”. The

trusty orange with straw had become a glass of juice.

“We thought it would be important to take this
brand and bring it or evolve it into a more current
or modern state.”
stated Peter Arnell(Founder)
Reaction:
People failed to recognize one of their most loved
juice brands in aisles.
This failure in rebranding not only resulted in a huge
loss of revenue but also the standing of the brand in
the market.
UNDERSTANDING THE CONSUMER’S REACTIONS: WHAT WENT WRONG?
UNDERSTANDING THE
CONSUMER’S REACTIONS: WHAT WENT WRONG?

• Too many changes led to

losing their main
 The packaging had a more simple reference element .
design than the original one, so • Confusions in consumers’
most consumer described it as mind.
“ugly” and seemed to be from a • The role of packaging in
low-range supermarket brand. purchasing decision
 Many consumers didn’t recognize process
the product in mart’s.
LEARNING’S FROM
THIS CASE STUDY:
• Consumer feel an emotional bond with the appearance of the
• product and brand they love.
• Branding elements on packaging cannot all be changed suddenly at once.
• Packaging is the silent salesman. It cane make or break a brand.
• Advertising & packaging have different communication rules.
ENVIRONMENTAL
IMPACT
• Packaging materials are carbon intrinsic, which means not only they cause pollution after
discarding, but also create air and water pollution just manufacturing and even recycling
them.

• As consumers, we dispose of tonnes of packaging materials each year. These don’t

simply disappear into thin air. Much of our waste is taken to landfill sites. Here, packaging
materials including plastic, paper, tin and glass take hundreds of years to decompose. If
they do at all. That’s assuming that these items were responsibly disposed of.

• In 2014, out of the 258 million tons of municipal solid waste generated in the US, more
than 63 percent was of packaging materials (for food and other purposes) and, overall,
only 35 percent (89 million tons) was recycled or composted.
 MAJOR
•
POLLUTANTS
Plastics, and not just single-use plastics, play a major part in our
current environmental issues.
• Styrofoam or Polystyrene is slow to degrade, and if disposed of
improperly, the foam can leach chemicals into the environment
harming water sources.
• Glass is 100% recyclable and, in theory, it can be recycled an
infinite number of times. But making glass requires quarrying and
fueling an industrial scale furnace.
• Metals, such as aluminium and steel can be recycled an infinite
number of times like glass. But 50% of aluminium packaging and
25% of steel packaging doesn’t actually get recycled.
 THE WAY FORWARD:
• Eliminate the Need for Packaging. e.g. Carry your
own reusable shopping bags and containers.

• Buy and Eat Fewer Packaged Foods. Eat Fresh

instead.

• To minimize the negative effects of packaging on

the environment, we need to reduce packaging
waste at source.

• Recycling should be our essential but last resort.

 HOPEFUL FUTURE: • Bio degradable
Packaging material
• Compostable material
• Edible packaging

The Future of the Packaging Industry

Eat your food and the wrapping too

 CONCLUSION:
 Role of packaging in branding & promotion.
 Packaging is the final stage of promotion.
 The overall packaging design has the power to influence
the consumer decision at the last minute.
 Adds to the aesthetic value.
 As it is one of the major polluting sector, we need to take steps towards
minimizing the impact.

Words of wisdom
A hen’s egg is, quite simply, a work of art , a masterpiece of design and construction
with, it has to said brilliant packaging !.
- Steve Jobs
OUR TEAM
Atul Yadav

Abhay pratap Bisht

Nihar sharma

Parth Sharma

Deepa Khatri

Tanmoy Kumar Biswas Any Questions ?

Nahid Punjani