Packaging / Labeling

Packaging The physical container or wrapping for a product. Important part of product planning. On average, 10% of a products retail price comes from package development, design and the materials.

Packaging Functions of Packaging: Promoting and Selling Product Defining Product Identity Providing Information Meeting Customer Needs Ensuring Safe Use Protect the Product

Promoting and Selling the Product Packaging Promoting and Selling the Product -Can make product stand out from competition -Can actually create sales for product.

Defining Product Identity Packaging Defining Product Identity Invoke prestige, status, or other positive product attributes…brand association

Providing Information Packaging Providing Information Directions, content information, nutritional value, potential hazards, etc.

Meeting Customer Needs Packaging Meeting Customer Needs Various Sizes (Family, Individual) On the Go / Active Microwavable ETC

Packaging Ensuring Safe Use Non-Breakable Avoid Tampering Childproof Containers

Protecting the Product Packaging Protecting the Product Shipping, Storage, Display Avoid Spoilage

PACKAGING FOR SOCIAL CONCERNS

Environmental Packaging Recyclable, reusable, eco-safe.

Packaging Cause Packaging Promote non-product issues.

LABELING

Labeling Information tag, wrapper, seal, or imprinted message attached to package. Inform customers of content Protect businesses from liability

Labeling Laws Federal Trade Commission (FTC) Labeling Rules and Guidelines (consumable goods – not food) Care labels on textile clothing Recycling Claims ozone safe, biodegradable, etc

Labeling Laws Federal Nutrition Labeling and Education Act (1994) Protect consumers from deceptive labeling lite, free, low, reduced, good source. Requires nutritional information on food Health Warnings: alcohol, cigarettes, etc

Labeling Laws Food and Drug Administration (FDA) Labeling Rules and Guidelines Where do we put information? What must be included Ingredients List Nutrition Labeling Allergen Warnings