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Module 3 Packaging

This document provides an overview of packaging, including its definition, functions, types, and benefits. Packaging is defined as the science, art and technology of wrapping and containing products for transport, storage, sale, and use. It serves key marketing and logistics functions - the marketing function uses packaging to promote and provide information about products, while logistically packaging contains, protects, and facilitates the movement of goods. Packaging can be categorized by the type of product or its layer in the packaging system (primary, secondary, tertiary). Good packaging design balances costs and benefits across transportation, inventory, warehousing, and communication needs.

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204 views28 pages

Module 3 Packaging

This document provides an overview of packaging, including its definition, functions, types, and benefits. Packaging is defined as the science, art and technology of wrapping and containing products for transport, storage, sale, and use. It serves key marketing and logistics functions - the marketing function uses packaging to promote and provide information about products, while logistically packaging contains, protects, and facilitates the movement of goods. Packaging can be categorized by the type of product or its layer in the packaging system (primary, secondary, tertiary). Good packaging design balances costs and benefits across transportation, inventory, warehousing, and communication needs.

Uploaded by

Kweku Jnr
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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PACKAGING

MODULE 3

Instructor: D. NUERTEY (PhD)


DEFINITION
 Packaging can be defined as the:

science, art and technology of wrapping material around


a consumer item that serves to contain, identify, describe,
protect, display, promote, and otherwise make the product
marketable and keep it clean. 
DEFINITION continued
 Packaging can be described as a coordinated system of
preparing goods for transport, warehousing, logistics, sale, and
end use.
FUNCTIONS OF PACKAGING

 Marketing Function of Packaging

 Logistics Function of Packaging


MARKETING FUNCTION

 In its marketing function, the package of a product or service


provides customers with information about the product and
promotes the product or service through the use of colour,
sizing, and so on.
MARKETING FUNCTION continued

 The package is the ‘silent’ sales (person), and it is the final


interface between the company and its customers.

 Consumers generally choose to buy from the image they


perceive that a product has, and what they perceive is heavily
influenced by the cues given on the product’s packaging;
brand name, colour and display
LOGISTICS FUNCTION
From a Logistics perspective, packaging performs six specific
functions:

 Containment
 Protection
 Apportionment
 Unitization
 Convenience
 Communication
CONTAINMENT/CONVENIENCE/
PROTECTION
CONTAINMENT/UNITIZATION/
CONVENIENCE
TYPES OF PACKAGING

 Type of product being packaged

 Layer or function
Type of product

Packaging may be described in relation to the type of product


being packaged:

 medical device packaging,


 bulk chemical packaging,
 retail food packaging,
 military material packaging,
 pharmaceutical packaging, etc.
LAYER OR FUNCTION

 Primary packaging

 Secondary packaging

 Tertiary packaging
PRIMARY PACKAGING

 is the material that first envelops the product and holds it. This
usually is the smallest unit of distribution or use and is the
package which is in direct contact with the contents.
PRIMARY PACKAGING
PRIMARY PACKAGING
SECONDARY PACKAGING

 is outside the primary packaging, perhaps used to


group primary packages together.
SECONDARY PACKAGING
SECONDARY PACKAGING
SECONDARY PACKAGING
SECONDARY PACKAGING
TERTIARY PACKAGING

 is used for bulk handling, warehouse storage and


transport shipping. The most common form is a
palletized unit load that packs tightly into containers.
TERTIARY PACKAGING
TERTIARY PACKAGING
BENEFITS OF GOOD PACKAGING

 Lighter packaging may save transportation costs

 More protective packaging may reduce damage and


requirements for special handling
careful planning of packaging size/cube may allow
better warehousing and transportation space utilization
BENEFITS OF GOOD PACKAGING
 Environmentally conscious packaging may save
disposal costs and improve the company’s image

 Use of returnable containers provides cost savings as


well as environmental benefits through the reduction of
wasted products.
PACKAGING COST TRADE-OFFS
Transportation
1. Increased package 1. Decreases shipment delays; decreases tracking
information of lost shipments
2. Increased package 2. Decreases damage and theft in transit but
protection increases package weight/transport costs

Inventory
1. Increased product 1. Decreases theft, damage, insurance; increases
protection product availability (sales); increases product
value
Warehousing
1. Increased package 1. Decreases order filling time and labour costs
information 2. Increases stacking but decreases cube
2. Increased product utilization by increasing the size of the product
protection dimensions
Communication
1. Increased package 1. Decreases other communications about the
information product such as telephone calls to track down
lost shipments.
END OF PRESENTATION

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