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Packaging and Product Development

Packaging serves several important purposes including protection, containment, identification, and labeling. It provides information about the product contents, how to use it, warnings, and certifications. Packaging characteristics depend on the product size and needs to consider storage, handling, opening, and disposal. Product development strategies aim to rejuvenate mature products through original products, acquisitions, improvements, modifications, new brands, and responding to opportunities in packaging and packing systems. Revitalizing mature products focuses on reminding consumers of the brand, improving sales locations, and enhancing packaging design.

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Sunil Singh
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160 views

Packaging and Product Development

Packaging serves several important purposes including protection, containment, identification, and labeling. It provides information about the product contents, how to use it, warnings, and certifications. Packaging characteristics depend on the product size and needs to consider storage, handling, opening, and disposal. Product development strategies aim to rejuvenate mature products through original products, acquisitions, improvements, modifications, new brands, and responding to opportunities in packaging and packing systems. Revitalizing mature products focuses on reminding consumers of the brand, improving sales locations, and enhancing packaging design.

Uploaded by

Sunil Singh
Copyright
© Attribution Non-Commercial (BY-NC)
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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Chapter -13

Packaging and
Product Development

• Presented by
Sunil Singh
(Group-2)
Contents

• Background & Definition


• Principles of Packaging
• Characteristics of Packaging
• Product Rejuvenation &Product development
Strategy
• Opportunities through Packaging &Packing
Systems
• Conclusion
Background & Definition
• World packaging industry is estimated to be
$900bn(2003).
• UK packaging market- 9.2bnpound and employs
around 100,000 people.
Packaging can be described as a coordinated system of preparing goods for
• transport,
Vital tool of marketing
warehousing, logistics, sale,mix &use.
and end maintaining
Packaging contains, brand
protects,
preserves, transports, informs, and sells. In many countries it is fully integrated into
leadership.
government, business, institutional, industrial, and personal use
• Using RFID into packing to prevent counterfeiting.
labeling (en-US) is any written, electronic, or graphic communications on the
packaging or on a separate but associated label.

Packaging
Principles of Packaging

• Protection(and tamper proofing)


• Source of the product
• Contents
• Containment • How to use the product
• Universal product code or Bar code
• Warnings
• Identification • Certifications
• How to care for the product
• Type and style of the product
• Size and number of servings
• Labelling - It provides the information about the
• Manufacturing and expiry date

product
Characteristics of Packaging

• Depends upon the wide range of different size of products and


which fit the consumer needs.
( Ex- Milk, and Engine oil, toilet cleaner)

• Dispensing.
• Storage.
• Stability.
• Handling.
• Opening
• After use.
• Disposal.
Product Rejuvenation &Product
development Strategy
• To maintain The
profit
NPD margin
processproduct
– a linearrejuvenation
model: is
required. Rogers gave reasons
1. Idea why profit margin
generation
declines.
2. Idea screening
Product development Strategy
3. Concept testing
• Original products
4. Business analysis
• Acquisition
5. Product development
• Product improvements
6. Test marketing
• Product modifications
7. Commercialisation
• New brands through the firm’s own R&D efforts
8. Monitoring and evaluation
• Johnson and jones’1957 product –market matrix
Opportunities through Packaging
&Packing Systems
• Build the strong image of Brand
• Provides the competitive advantage

Packing Systems
• Physical appearance of the packaging
Cont…

• Product and Pack size variation


( There is a strong association in the eyes of the consumers
between larger pack size and economy such as)
Ex- Dulux emulsion paint- new package development

• Retailer acceptance
1. Stock only product lines that sell
2. Reduce quantity purchased
3. Stock goods that produce high level of profit
Revitalizing mature packaged
goods
• Based on the product life cycle when brand
become labelled mature, then for reorientation of
brand called revitalizing

• Three key areas are


1. Reminding consumer about the brand
2. Improve where the product is sold
3. Improving the packaging
Conclusion
• Packaging helps strategically to maintain a
product’s competitive position and develop new
product concepts

• Packaging provides the way of peoples thinking


about the products

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