Marketing Management Course PDF

Course Title: Marketing Management Course Code: BAC102A Course Leader: Dr. Vimal Raj L Assistant Professor, FMC [email protected] 1  Packaging Definition: Packaging refers to the physical c...

Course Title: Marketing Management Course Code: BAC102A Course Leader: Dr. Vimal Raj L Assistant Professor, FMC [email protected] 1  Packaging Definition: Packaging refers to the physical container or wrapping of a product, designed to protect, promote, and differentiate it. 2  Types of Packaging Types of Packaging: 1. Primary Packaging: This is the packaging that directly contains the product and is in contact with it (e.g., the bottle for a beverage or the wrapper for a chocolate bar). It often plays a key role in maintaining product quality. 2. Secondary Packaging: Secondary packaging groups multiple units of a product for easier handling or display. Examples include the box that holds individual toothpaste tubes or the carton that houses multiple cans of soda. 3. Tertiary Packaging: Tertiary packaging is used for bulk handling, transportation, and storage of products. This often includes pallets, shrink wrap, or large shipping boxes. It ensures that products can be moved efficiently and safely in large quantities. 3  Functions of Packaging Functions of Packaging: 1. Protection: The primary function of packaging is to protect the product from damage during transportation, handling, and storage. It shields the product from environmental factors such as moisture, heat, dust, and contaminants. 2. Convenience: Packaging makes it easier for consumers to use, store, and transport products. It often includes features like resealable closures, handles, or compact designs that enhance convenience. 3. Promotion and Branding: Packaging is a vital element of a company's branding and marketing strategy. It often carries logos, slogans, and visual elements that help to distinguish the product from competitors on store shelves. Attractive packaging can influence a customer's purchasing decision. 4. Information: Packaging provides essential product information, such as usage instructions, nutritional facts, expiry dates, and legal warnings. It ensures consumers can make informed decisions about the product. 4 Packaging Elements Packaging Elements 1. Labeling 2. Branding 3. Design 4. Materials 5  Packaging Elements 1. Labeling: Labeling is the part of the packaging that communicates important information about the product. It usually includes:  Product Name: Clearly identifies the product.  Ingredients/Components: Details what the product contains, important for food, cosmetics, and pharmaceuticals.  Instructions for Use: Guides consumers on how to use or apply the product correctly.  Warnings/Legal Information: Includes safety precautions, age restrictions, or health-related notices. 6  Packaging Elements 2. Branding: Branding on packaging incorporates visual elements that represent the identity of the product and the company. These can include: Logos: A symbol or design representing the brand. Colors: Different colors evoke different emotions and perceptions (e.g., green for eco- friendliness, red for excitement or energy). Typography: The font style used on packaging affects how the brand is perceived (e.g., bold for strength, cursive for elegance). 7  Packaging Elements 3. Design: The overall design of the packaging significantly impacts its appeal. It involves: Shape: Unique shapes can make products stand out on shelves. For example, a perfume bottle designed in a sleek or ornate shape gives it a premium feel. Size: The size of the packaging needs to match the product's function and market demand (e.g., travel-size toiletries vs. family-size products). Color: The color scheme should align with the brand’s identity and the message it wants to convey. Graphics: Images, illustrations, and patterns used to attract and inform customers. Example: Apple’s product packaging is minimalistic in design, using simple shapes and colors to communicate sophistication and innovation. 8  Packaging Elements 4. Materials: The choice of material plays a vital role in how the product is perceived, how it functions, and its environmental impact. Common materials include: Paper: Often used for lightweight and eco-friendly packaging, such as cereal boxes or shopping bags. Plastic: Provides durability and flexibility but may have environmental concerns; used in bottles, wrappers, or blister packs. Glass: Typically used for premium products like perfumes or food jars; it gives a luxurious and high-quality feel. Metal: Common in cans and tins, used for products like beverages, preserves, or cosmetics. 9 Thank You 10