Explain the importance and functions of packaging. Point out the difference between packaging and packing.
Explain the importance and functions of packaging. Point out the difference between packaging and packing.
Ans.
Importance of Packaging
In the modern era packaging is the symbol of attraction better quality, product safety, utility safety, social status and source of beauty satisfaction. Better packaging is helpful in maximisation of sale, resale, product differentiation, reduction in distribution cost, warehousing facility etc. So packaging is important for the customers and marketing firms.
Packaging’s importance is accepted all over world. In developed countries packaging is like an industry. In developing countries it is also emerging like a business and industry. In India more than 400 units are making packaging material. In these 15% are public and 20% are private companies. Importance of packaging also increasing day by day.
Functions of Packaging
Following are the functions of packaging:
1. Safety – Packaging saves products from wear and tear, depreciation etc. It makes goods portable.
2. Facilitate Marketing Activities – Packaging makes easy handling of product. It makes warehousing economic and convenient.
3. Help in Sales – Packaging attracts customers in shops or stalls and that it increases sales and products of the firm.
4. Easy Advertisements- Packaging is helpful in advertisement. It increases sales.
5. Diversification- Package makes separation of product from other products. Thus it is helpful in diversification.
6. Information to Consumers – With the help of packaging producer can make packaging attractive and useful. Producer can provide instructions and information regarding the product on the package.
7. Other Functions of Packaging – In addition to above following are some other functions of packaging:
(i) Use of empty containers.
(ii) More satisfaction in the mind of customers.
Basic function of packaging is to provide protection to the product. For this purpose different types of containers are used and plastic is most common. Today increased variety of function has been added. These are-
1. To provide a suitable product mix like packaging two tooth pastes together or packaging in a container which may be used for other miscellaneous purposes.
2. It facilitates retailer function.
3. Refill packs provide convenience and are economical to consumer.
4. Sachets, the tiny pack is becoming very popular. It has become an important marketing tool for penetrating new markets. It induces product trial.
5. To facilitate transporting and storing.
6. To encourage repurchase.
Difference between Packaging and Packing
Some scholars assumes that packaging and packing are the same and there is no difference between these two. So, they can be used as synonym. However, some scholars think that packaging is the part of packing. If products are packed in small packets, bottles, containers etc., it shall be called as packaging, but if many small packets, bottles, containers etc. are kept in a big box (packet) it shall be called as packing. Thus, it is clear that packaging is the part of packing.
Packaging is kept more attractive in the course of marketing.
