Packaging
Packaging refers to the various activities that are carried out for designing and developing a suitable package for a product, which may be in the form of a container, wrapper, box, tube, plastic bottle, tetra pack or tin etc. The packaging must be properly and solidly done so that it can protect the product from contamination, leakage, evaporation, spoilage or damage during its storage, transportation and promotional activities.
Packaging is more than just a container prepared to be filled by a product; it includes every aspect of a complete product package that establishes the identity of the product and the manufacturing entity with which it is associated. It includes the overall design, look and feel of the package in which the product is to be put and presented for sale in the market. Hence, it serves as a means of advertisement and promotion by creating brand identity and awareness. In case of a shampoo bottle, for example, packaging is concerned with the materials used to build and shape the bottle, the color of the bottle and the places specified for different parts of labeling etc.
Packaging is an important part of companies’ overall marketing efforts because an attractive and high quality packaging presents a favorable impression of the product inside the package, wins customer’s trust and can positively influence his or her purchase decision.
Labeling
Labeling is done on the product packaging and presents all important information about the product and its manufacturer. It is often made part of the product package but, if necessary, the information can also be printed on the product itself.
Labeling helps manufacturers communicate the product details to their customers who can use this information to perform a comparison with similar products and then decide their preferred product to buy. For example, labeling presents information about the content in the package (i.e., the actual product including accessories etc.), features, price, name of manufacturer, date of production, expiry date, weight, usage instructions and suggestions regarding storing or disposing of the product etc. All this information enables the customer to decide whether or not the product inside the package can meet his or her needs.
Labeling must also comply with certain legal requirements of the jurisdictions in which the product is being sold. Many countries have regulatory bodies that consistently develop policies requiring companies and manufacturers to present certain information as the part of their product labeling. Companies and manufacturers are, therefore, responsible for adhering to all the labeling requirements imposed by their regulatory authorities. For example, in most countries, the labeling of food products should include the different amounts of fats, proteins, carbohydrates, sugar and calories values for a given serving. In addition, they need to specify whether a product contains any ingredient that some people may be allergic to; for example, peanuts, soybeans, lactose, etc.
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