Packaging and LabellingPackaging and Labelling

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Packaging: PurposesPackaging: Purposes

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PackagingPackaging

Packaging is done at every level of marketing:

• raw materials: crates, drums• manufactures: boxes, shrink wrap• retailers: boxes, bags• Even “Services” are packaged:

ie product “bundling” (Bell, Rogers)

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PackagingPackaging

CONSOLIDATION

• to keep product together

• liquids are put in bottles, cans, jars to keep from spilling

• many boxes of a product are shrink wrapped

• easier to ship, store, display

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PackagingPackaging

PROTECTION

• protect products from breaking: bubble wrap, styrofoam, plastic

• protect from sunlight, air, germs

• safety seals, tamper-proof packaging

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PackagingPackagingINFORMATION

• by law, food package labels must contain ingredient list, most to least

• in Canada nutritional information is voluntary

• product name, size, weight, UPC

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PackagingPackaging

BRAND IDENTIFICATION

• used to sell product based on brand/manufacturer

• mainly on packaged goods

• not really used for electronics, appliances, furniture (customer relies on seeing/trying product)

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PackagingPackagingBRAND IDENTIFICATION

• some packages have a proprietary design, meaning that the shape/colour/design of the packagecan only be used bythe manufacturer of the product

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PackagingPackagingPROMOTION

• sometimes the package is why the product is purchased, especially if packaging can be reused

• “limited edition” packaging used to tie in to special events (makes package a souvenir)

Contemporary Packaging IssuesContemporary Packaging Issues

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Aseptic Packaging –

Incorporates a technology that keeps foods fresh without refrigeration for extended periods.

Milk package 6 months no refrigeration

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PackagingPackagingEnvironmental Packaging –

reusable, recyclable, less wasteful, and safer for the environment

• reduced packaging, recyclable packaging, biodegradable, non-aerosol, no CFCs....

PackagingPackaging

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Cause Packaging –to promote non-product issues such as social and political causes

BMI3C

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