Packaging

1. Instructor: D. NUERTEY (PhD)

2.  Packaging can be defined as the:
science, art and technology of wrapping material around
a consumer item that serves to contain, identify,
describe, protect, display, promote, and otherwise make the
product marketable and keep it clean.

3.  Packaging can be described as a coordinated system of
preparing goods for transport, warehousing, logistics, sale, and
end use.

4.  Marketing Function of Packaging
 Logistics Function of Packaging

5.  In its marketing function, the package of a product or service
provides customers with information about the product and
promotes the product or service through the use of colour,
sizing, and so on.

6.  The package is the ‘silent’ sales (person), and it is the final
interface between the company and its customers.
 Consumers generally choose to buy from the image they
perceive that a product has, and what they perceive is heavily
influenced by the cues given on the product’s packaging;
brand name, colour and display

7. From a Logistics perspective, packaging performs six specific
functions:
 Containment
 Protection
 Apportionment
 Unitization
 Convenience
 Communication

10.  Type of product being packaged
 Layer or function

11. Packaging may be described in relation to the type of product
being packaged:
 medical device packaging,
 bulk chemical packaging,
 retail food packaging,
 military material packaging,
 pharmaceutical packaging, etc.

12.  Primary packaging
 Secondary packaging
 Tertiary packaging

13.  is the material that first envelops the product and holds it. This
usually is the smallest unit of distribution or use and is the
package which is in direct contact with the contents.

16.  is outside the primary packaging, perhaps used to group
primary packages together.

21.  is used for bulk handling, warehouse storage and
transport shipping. The most common form is a
palletized unit load that packs tightly into containers.

24.  Lighter packaging may save transportation costs
 More protective packaging may reduce damage and
requirements for special handling

26.  Environmentally conscious packaging may save
disposal costs and improve the company’s image
 Use of returnable containers provides cost savings as
well as environmental benefits through the reduction of
wasted products.

27. Transportation
1. Increased package
information
2. Increased package
protection
1. Decreases shipment delays; decreases tracking
of lost shipments
2. Decreases damage and theft in transit but
increases package weight/transport costs
Inventory
1. Increased product
protection
1. Decreases theft, damage, insurance; increases
product availability (sales); increases product
value
Warehousing
1. Increased package
information
2. Increased product
protection
1. Decreases order filling time and labour costs
2. Increases stacking but decreases cube
utilization by increasing the size of the product
dimensions
Communication
1. Increased package
information
1. Decreases other communications about the
product such as telephone calls to track down
lost shipments.