Packaging

Packaging

Published by: Nuru

Published date: 21 Mar 2022

Packaging in Principles of Marketing - Reference notes of BCIS

Packaging:

Packaging is the art of designing or producing a package for a product.

Levels of Package:

In general, there are three levels of the package while packaging a specific product. They are:

Primary package is the product's immediate package.

Secondary package is the additional layer that protects the primary package and is removed when the product arrives at home or is ready to use.

Shipping package, also called tertiary or territorial package, is the external layer necessary for storage, identification, bulky handling, transportation, and protection for distant distribution and long-time storage.

Objectives of Packaging are:

  • Physical protection
  • Barrier protection
  • Containment or agglomeration
  • Information transmission
  • Marketing 
  • Security
  • Convenience 
  • Portion Control

Essentials of a Good Package:

  • Economical
  • Functional
  • Communicative
  • Attractive
  • Eco-friendly

Packaging Policies and Strategies:

  • Changing the package
  • Packaging the product line
  • Reuse Packaging
  • Multiple packages