1. Packaging and Labeling
What You’ll Learn
The principal functions of product packaging
The main functions of labels
                  

2. Packaging The physical container or wrapping for a product
Represents the size, shape and final appearance of the product
10% of a product’s retail price is spent on the package itself as well as development and design

3. Functions of Packaging
Promoting and Selling the Product
Defining Product Identity
Providing Information
Meeting Customer Needs
Ensuring Safe Use
Protecting the Product

4. Promoting and Selling
Attractive, colorful and artistic packages have promotional value
Especially important in stores with self-service layout
Reminds customer of product’s manufacturer
Can create new sales or minimize sales lost to competitors

5. Defining Product Identity
Packages involve convenience, status or other positive product attribute
Important part of the advertising component

6. Providing Information
Directions for using the product
Information about:
Contents
Product guarantees
Nutritional Values
Potential Hazards

7. Meeting Customer Needs
Products come various sizes
Products are packaged to meet particular needs
Go-gurt: convenience on the go
Spilt packs of gum (Dentyne ice)

8. Ensuring Safe Use Improve product safety
                                
Improve product safety
Prevents misuse and product tampering
Tamper resistant packaging
Safety Caps/Child proof containers
Blisterpacks

9. Protecting the Product
Protect during shipping, storage and display
Protest against breakage, spoilage and sometimes shoplifting
Protective materials include cardboard, foam and plastic
                                                                                                                                                    

10. Contemporary Packaging Issues
Environmental Packaging
People want to reduce waste
Companies may utilize recycled materials
Cause Packaging
Promotes non-product issues
Promote social and political causes

11. Labeling Label: Information tag, wrapper, seal or imprinted message
Inform consumers about the product
Provide directions for use
Types of Labels:
Brand Label (Fruit stickers)
Descriptive Label
Grade Label (Eggs)
Labeling Laws
Fair Packaging and Labeling Act
Federal Nutritional Labeling and Education Act
Care Labeling Rule