Packaging and Labelling Class 12
Introduction to Packaging
Packaging is an art, science and technology of preparing goods for transport and sale.
Packaging industry has two sectors – (a) preparing the packaging material and (b) converting these materials into packages.
Packaging has two dimensions
(a) the physical aspects - the science and technology
(b) the behavioral aspect - the art of product design associated with buyer behavior.
Packaging Concept
Marketers consider packages as the fifth ‘P’ of marketing.
Packaging has three levels of material for package:
- A primary package
- A secondary package
- The transportation package
For details check Packaging Levels and Functions
The levels of packaging would depend on the nature and type of product and the distance to be travelled to the place of customer.
Role of Packaging can be clear from the functions performed and its importance.
Importance of Packaging
Importance of packaging can be clear from the following points:
- Provides information about the product.
- Helps in identifying brand name.
- Assists in protecting the product.
- Helps in product handling.
- Aids in promoting the product.
- Helps in offering customer convenience and satisfaction.
- Helps to increase the sales of the product.
- Adds to the use of a product.
- Contributes to the safety of a product.
- Helps in storage of the product.
- Helps in product differentiation.
Also read importance from Packaging Levels and Functions
Packaging and Labelling Class 12
Functions of Packaging:
Read from the article linked above.
Packaging Decisions
The basic functions of packaging are attracting customer’s attention, protection of the product and show its identity.
It is an required for two categories of people – first, end-users of a product: and second, retailers.
The useful packaging decisions include:
- Packaging design:
It depends on the nature of product and its use. The high costs of packaging lead to bringing out refill packs too.
- Attractive Color:
Colour plays an important role for customer acceptance / rejection of a product. Packaging colour should be attractive so that it helps in promoting sales.
- Packaging the product line:
It involves the use of identical or different packages for all products of a company.
Qualities of Good Packaging
- Attractive appearance
- Convenient for storage and display
- Protects from damage or pilferage
- Product description displayed on the package
- Package should be as per the specifications
Types of Packages
There are four types of packages:
- A consumer package: A consumer package holds the required volume of a product for ultimate consumption. is economical and can be easily purchased by the consumer.
- Bulk package: A bulk package is either for the consumer whose consumption is large or is bought to save cost. Example: oil cans etc.
- Industrial package: An industrial package can be a bulk package for durable consumer goods e.g., strip package.
- Dual usage package: A dual use package is one which can be used for other purposes once the original product has been used e.g. boxes of jewellery, plastic containers.
Packaging and Labelling Class 12
Labelling
Labeling provides necessary product information to customers, helping them make informed decisions about quality, features, standards, and price. It also helps sellers differentiate their products and attract customers.
Mandatory Labeling: Many countries require specific labeling by law. In India, packaged foods must meet the Food and Safety Standards (Packaging and Labeling) Regulations 2011.
Information Provided: Labels include details like nutritional values, vegetarian/ non-vegetarian symbols, additives, manufacturer’s name and address, net quantity, batch number, manufacturing and packing dates, usage instructions, country of origin, and more.
Labels as Sales Tools: Labels serve as part of a product's advertising, providing extensive descriptions where necessary, such as for processed foods, drugs, and cosmetics. Safety warnings are also included for potentially hazardous products.
Environmental Labels: Eco-labels indicate a product’s environmental friendliness, responding to growing consumer awareness and preferences e.g. Green dot.
Essentials of a Good Label:
A good label is one which helps a potential buyer to make buying decision. In addition to the information which must be given, the label should provide:
- Brand names.
- Dates of manufacture and expiry.
- Picture of the product accurate as to size, colour and appearance.
- Description of ingredients used along with methods of processing.
- Directions for use, including cautions against misuse.
- Statutory warning, if any.
- Contra-indications and adverse effects, if any.
Role of Labelling:
Role of labelling can be clear from the following functions performed by labelling:
- Provides Description and Content
Labels give detailed information about the product, such as ingredients, usage instructions, cautionary notes, batch number, place of manufacture, helpline number, manufacturing date, and expiry date.
- Identifies the Product or Brand
Labels help distinguish one brand from another. For example, SUNFEAST biscuits can be easily identified by their labelling.
- Helpful in Product Grading
Labels indicate different qualities of a product e.g. Hindustan Unilever Ltd uses different colored labels (green, red, yellow) to differentiate their tea variants.
- Facilitates Promotion
Attractive labels help in sales promotion by drawing consumers' attention to the products.
- Provides Legal Information
Labels include statutory warnings required by law for products like cigarettes and pan masalas. They must display necessary health warnings and safety information.
Types of Labels
As given by William J. Stanton Classification:
a) Brand Labels
Focus on popularizing the brand name. Common in cosmetics like perfumes and lipsticks.
b) Grade Labels
Highlight standards or grades of the product, used for items like fabric and tea leaves.
c) Descriptive Labels
Provide detailed information about product features and uses, seen on consumables like milk.
d) Informative Labels
Aim to provide as much information as possible, often used on medicines to specify side effects.
Pricing Objectives and Importance Class 12