Packaging?

Packaging is the process of covering a product using a

container or a wrapper to aid in its storage, promotion,
identification, distribution, and usage.

Packaging is simply dressing the finished products or

goods. It includes all the activities of designing and
producing the container for a product.

It gives a unique identity to the product. Packaging

activities include adding a brand name, logo,
manufacturing date, expiry date, usage process, address of
the manufacturer, etc. on the package of the product which
helps consumers easily recognize the product.

Objectives of Packaging
Packaging is the activity to safeguard a finished product by
covering it with protective materials. The following are its
main objectives.

● To protect the product.

● To make the product recognizable and identifiable.
● To differentiate the product from other brands.
● To aid in distribution.
● To aid in the usage of the product.

Types of Packaging
Types of packaging can be categorized into three
categories.

They are also called the levels of the package.

Each of the levels of packages plays a significant role in

protecting the product and adding convenience to
consumers on usage.
Primary Packaging
Primary packaging is the immediate package of the
product. It includes immediately enclosing the finished
product into a wrapper or a container.

It aims to keep safe the newly produced products. For

example, a thin paper is enclosed inside the cigarette
container. Other example includes such as glass containers
for liquid products, toothpaste tube, etc.

Secondary Packaging
Secondary packaging is the giving additional layers to the
primary packages. Removing secondary packages does not
affect the quality of the product.

Consumers or users remove the secondary packages when

using the products. Take an example of toothpaste, we
remove its outer cover i.e. cardboard box when using it.
Tertiary or Shipping Packaging
Tertiary packaging is when companies need to transport
their products from one place to another. As such it is also
called shipping or transit packaging.

This is done in bulk. The additional layer is further added to

the secondary packages. And, when the product reaches
the dealers or retailers the outer case of the product is
removed and the secondary packages are displayed for
selling.

Functions of Packaging
The major functions of packaging include the following.
Protects the Product
Packaging ensures that the goods are protected inside the
container. It protects goods from the outer environment’s
factors. As such, it aids in the effective handling,
distribution, storage, and usage of the product.

Preserves the Product’s Life

A product will not make its longer life itself if it is not
protected and covered by outer elements. Good packages
further increase the life of the product.

Convenience to Consumers
With good packaging consumers also get benefited as they
can easily store, transport, and use the product without
making damage to the actual product.

Promote Products
In addition, good packagings have a good promotional
appeal. It further helps companies to promote their
products.

Requirements for Good

Packaging
Good packaging stands out with the business objectives,
customers’ expectations, and society’s concerns. The
following are the main criteria for creating good packages.

Economical
Good packaging must be economical. It should not incur a
huge amount on creating a container for the product
otherwise it will increase your product’s costs so the selling
price.

Functional
It must not affect the functioning of the product. With
different levels of packages, the product must perform all
the functions that it is intended to perform.

Communicative
By seeing the product’s packages consumers must be able
to read, understand, and communicate with others. Such
as the product’s name, brand name, logo, date of expiry &
manufacture, usage, etc. must be communicable.

Attractive
Your package further must be attractive enough to create a
good image in the market. For this, use attractive and
colorful designs, use pictures, and graphic presentation,
and make the product more appealing.

Eco-Friendly
In addition, your package should be environmentally
friendly. It should not affect the well-being of society and
the natural environment.

Importance of Packaging
Packaging not only protects your product but also ensures
that the following benefits your business. And, it is also
beneficial to consumers. Let’s point out its importance.

● Aids in Distribution – You can easily distribute your

products with good packages. For distributing products
 from one place to another you can further use shipping
packages. It ensures product safety during the process.
● Attracts Consumers – With good and attractive packing
you can further attract more customers to your business.
Consumers further like to have products having good
packages.
● Aids in Marketing – Most companies use it as a
marketing tool to promote their products. A good and
attractive package further has a promotional appeal.
● Acts as Communication Medium – Consumers can
easily read the information you have put on your
products packages and understand what your product is
intended to offer them.
● Helps to Differentiate – In addition to attracting
consumers, good packages will further differentiate your
offerings from other brands.
● Convenience to Consumers – Consumers further get
benefited from good packages. They can easily use,
transport, and keep the products that are appropriately
packaged.
● The benefit to the Environment – In addition, good
packages abide by natural concerns. They do not harm
the natural environment and further aid in protecting the
environment.

Strategies for Packaging

You can adopt one of the four followings most popular
strategies for packaging your products.

Changing the Package

This strategy involves changing the packaging of your
products. Companies with the following strategy change
their product packages as time passes.

This strategy is useful to meet the expectations of

consumers. As customers seek to have different packages
of products as their changing expectations adopting this
strategy can match your customer’s expectations. Look at
the example of how Coca-Cola has adopted this strategy.
Packaging the Product Line
Under this strategy, you can make identical packages for
each product line or diverse packages for diverse products
or use identical packages for all product categories. Look at
the example of how cosmetic industries are adopting this
strategy.
Reusable Packaging
As the name suggests, a reusable – this strategy is about
giving a product container (s) that can be reused either for
the same purpose or another. Take the example of Sprite’s
bottles, the bottles can be further used by consumers for
storing other stuff and drinking water.

Multiple Packages
Under this, companies make different packages of their
products. The product is the same, the quality is the same,
and the only difference companies make is through the size
of product packages.

With this strategy in mind, companies target different

categories of consumers. Let’s look at the example of
Coca-Cola.
Labelling
A label is any tag or identification mark attached to a
product directly or its package. And, the process of putting
an identification mark either on the product or its package
is called labeling.

A label may be a symbol, design, tag, graphic, or means of

recognition that is attached to a product. The label includes
a great deal of information about the product and its
manufacturer.

Labeling makes it easy for consumers to be aware of what

products they are buying and whether or not it is suitable
for them. For example, in medicines, it is written not for the
age below 16, and in cigarettes, smoking is injurious to
health.

Objectives of Labelling
● Make products recognizable.
● Differentiate products or brands from competitors.
● Provide convenience to consumers.
● Make products more attractive and desirable.
 ● Fulfill the legal process.

Types of Labelling
Brand Label
Brand label is when companies use their brand names or
logo as labels. Under this, companies brand name is a label
and brand name too.

The brand label can be a brand name, logo, trademark, etc.

Companies do not include other information on the
products or their packages. Take the example of cars – in
which, the logo or brand name of the manufacturer is
attached to the car.

Grade Label
As the name suggests, a grade label is a process of adding
quality grades of the product to the packages. The
product’s grade may be shown in terms of numbers or
letters.

The grade label showcases the category of the product so

that consumers can have an idea of its quality and price.
Take an example of products like clothes which can be
graded as low quality, medium quality, and high quality.

Informative Label or Descriptive

Label
The informative product label is also called the descriptive
label. It provides various information about the product
such as manufacturer name, place of making, usage,
ingredients use, how to use, when to use, benefits,
warnings, and so on.

Functions of Labeling
The following are the main functions of labeling.

● Product Identification – The main function of a product

label is to make the product easily identifiable and
recognizable.
● Product Information – It further provides complete
information about the products which aids easiness to
consumers in knowing what they are buying.
● Helps in Grading – While packaging products labeling
further adds the grades of the products. As such the
products can be labeled in different grades.
● Legal Fulfillment – Giving a label on the product is
compulsory in every nation. It makes companies free
from legal obligations also.
● Aids in Marketing – With good labels companies further
easily market and promote their products. As it includes
different information about the product, such information
acts as self-serving marketing and promotion for the
companies.
● Consumer Protection – Good labeling further protects
consumers from any deception or fraud from the sellers
as it provides complete information about the product.

Components of a Product Label

A product label can be a piece of paper or any printed
information attached to a product or on its package. It has
usually six components. They are mentioned below with a
template of a product label and example.