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Chapter -13

Packaging and

Product Development

Presented by

Sunil Singh

(Group-2)

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Contents

Background & Definition

Principles of Packaging

Charac

teristics of P

ackaging

Product Rejuvenation &Product development

Strategy

Opportunities through Packaging &Packing

Systems

Conclusion

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Background & Definition

World packaging industry is estimated to be$900bn(2003).

UK packaging market- 9.2bnpound and employs

around 100,000 people.

Vital tool of marketing mix & maintaining brand

leadership.

Using RFID into packing to prevent counterfeiting.

Packaging

Packaging can be described as a coordinated system ofpreparing goods fortransport, warehousing, logistics, sale, and end use. Packaging contains, protects,

preserves, transports, informs, and sells. In many countries it is fully integrated into

government, business, institutional, industrial, and personal use

labeling (en-US) is any written, electronic, or graphic communications on the

packaging or on a separate but associated label.

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Principles of Packaging

Protection(and tamper proofing)

Containment

Identification

Labelling - It provides the information about the

product

Source of the product

Contents

How touse the productUniversal product code or Bar code

Warnings

Certifications

How to care for the product

Type and style ofthe product

Size and nu

mberof

servings Manufacturing and expiry date

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Characteristics of Packaging

Depends upon the wide range of different size ofproducts and which fit the consumer needs.

( Ex- Milk, and Engine oil, toilet cleaner)

Dispensing.

Storage.

Stability.

Handling.

Opening

After use.

Disposal.

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Product Rejuvenation &Product

development Strategy To maintain profit margin product rejuvenation is

required. Rogers gave reasons why profit margindeclines.

Product development Strategy

Original products

Acquisition

Product improvements

Product modifications

New brands through the firms own R&D efforts

Johnson and jones1957 product market matrix

The NPD processThe NPD process a linear model:a linear model:

1. Idea generation1. Idea generation

2. Idea screening2. Idea screening

3. Concept testing3. Concept testing

4. Business analysis4. Business analysis

5. Product development5. Product development

6. Test marketing6. Test marketing

7. Commercialisation7. Commercialisation

8. Monitoring and evaluation8. Monitoring and evaluation

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Opportunities through Packaging

&Packing Systems

Build the strong image ofBrand

Provides the competitive advantage

Packing Systems

Physical appearance of the packaging

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Cont

Product and Pack size variation

( There is a strong association in the eyes of theconsumers between larger packsize and economy such

as)Ex- Dulux emulsion paint- new package development

Retailer acceptance

1. Stock only product lines that sell2. Reduce quantity purchased

3. Stock goods that produce high level of profit

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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 consumerabout the brand

2. Improve where the product is sold3. Improving the packaging

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Conclusion

Packaging helps strategically to maintain a

products competitive position and develop new

product concepts

Packaging provides the way of peoples thinking

about the products

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