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Packaging 2

The document discusses the history of packaging from ancient times to modern times. It covers developments like glass blowing, paper packaging in ancient China, wooden barrels in the middle ages, and modern inventions like bubble wrap and PET plastic bottles. It also discusses the functions of packaging such as protection, containment, communication, convenience, and promotion. Finally, it discusses packaging classification and strategies like the AIDA formula and environmental considerations.

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Filip Kandr
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46 views12 pages

Packaging 2

The document discusses the history of packaging from ancient times to modern times. It covers developments like glass blowing, paper packaging in ancient China, wooden barrels in the middle ages, and modern inventions like bubble wrap and PET plastic bottles. It also discusses the functions of packaging such as protection, containment, communication, convenience, and promotion. Finally, it discusses packaging classification and strategies like the AIDA formula and environmental considerations.

Uploaded by

Filip Kandr
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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PACKAGING

HISTORY OF PACKAGING

• Egyptians discovered glass blowing technology of which could mold glass into
containers for food and water storage.
• Ancient China is credited for inventing flexible packaging due to their innovations in
developing paper.
• The middle ages saw a rise in popularity in using wooden barrels and wood boxes as
storage and transportation devices.
• 1810
– Nicolas Appert - the father of canning
– Peter Durand - patented the use of tin-coated iron cans instead of bottles to preserve food.
HISTORY OF PACKAGING

Packaging in the Late 1800s – Early 1900s


• The First Carton (1879)
• The First Cereal Box (1906)
• The Invention of Cellophane (1908) - laid the foundations for plastic packaging in the
following years.
Modern Packaging
• The Invention of Bubble Wrap (1957)
• The Invention of PET Plastic Bottles (1973)
FUNCTIONS OF PACKAGING

• 1. Protection and preservation • 2. Containment


– The basic function is to protect and preserve – Most products must be contained before
the contents during transit. they can be moved.
– The more frequently the products are – This containment function of packaging
handled, the greater is the need for makes a huge contribution to protect the
protection. environment.
– The packaging protects goods from:
– A better packaging helps to maintain the
pilferage, contamination, moisture gain and
quality of the product and reachability of
loss, chemical change etc.
the product without spillages.
– Proper instructions like –‘This side up’,
‘Fragile’, ‘Handle with Care’
FUNCTIONS OF PACKAGING

• 3. Communication • 4. Convenience
– It helps in appropriate communication to the – Properly packed goods require less space.
consumer about the product, how to use it and
other utility information. – The option of take goods out from a pack
– A package must communicate what it sells. and keep the rest intact.
– When international trade is involved, the use of
unambiguous and readily understood symbols is
essential.
– Packaging protects the interests of consumers.
– Informations: quantity, price, inventory levels,
elapsed time since packaging, colour,
merchandizing etc.
FUNCTIONS OF PACKAGING

• 5. Economy • 6. Promotion function


– Package provides various economies. – Self-service: attract attention, describe the
– Loss in quantity is prevented- avoiding the products’ features, give consumer
monetary loss also. confidence and make an impression.

– Creates an opportunity to communicate – Consumer affluence: Good packaging is


with the customers. capable of projecting qualities of the
product.
– Integrated marketing concept: the
reminding of brand names are achieved
through packaging.
THE CLASSIFICATION OF THE
PACKAGING
• A) Family packaging
• B) Reuse packaging
• C) Multiple packaging
• D) Transport packaging
• E) Consumer packaging
AIDA FORMULA

• AIDA formula is applicable in packaging decisions.


• This formula represents the following four basic requirements.
• A—Attention
• I—Interest
• D—Desire
• A—Action
Communication
• Information about product, how to use
it and other utility information.

Convenience and Containment


• A better packaging helps to
maintain the quality of the product
and reachability of the product
without spillages.
• The option of take goods out from
a pack and keep the rest intact.

Promotion
• Attract attention, describe the products’
features, give consumer confidence and make
an impression
THE PURPOSES OF PACKAGING

• How to get the attention?


• Research
• Encourage potentional buyers.
PACKAGING STRATEGIES
• Packaging fulfills a variety of strategy purposes across a number of disciplines, including legal, marketing, and
operational objectives

• From a marketing perspective, there are quite a few useful strategies and outcomes to keep in mind when designing a
product‘s packaging

• Communicating the core attributes and value of the product, alongside building brand awareness and brand recognition,
helps to manage the expectations of consumers and build brand loyalty

• Using symbols and icons, particularly from verifying third parties, can be a useful strategy for packaging

• Co-branding is also a useful packaging strategy that enables two or more firms to utilize their brand equity to drive
behavior on a product to which each firm adds value
ENVIRONMENTAL CONSIDERATIONS 

• Prevention 
• Disposal  
• Energy recovery 
• Minimization 

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