Marketing Mix - The Product PACKAGING MATERIALS Marketing Mix - The Product

Packaging The material used to contain, protect, and promote a product. Communicates information about the product. One of the many functions of packaging is to promote the product Must satisfy a number of legal and regulatory requirements, as well as provide other information and messages.

What type of material? Material Advantages Disadvantages Glass Paper Plastic Paperboard/Boxboard Tin/Aluminum/Steel Flexible Foils (chips) Plastic-coated cardboard (juicebox)

Glass Advantages: Disadvantages: See through Protects a long time Easy to design Can by recycled Disadvantages: Breakable Expensive Labeling can be difficult

Paper Advantages Disadvantages Ease of design Label right on package Various thicknesses Disadvantages Vulnerable Cost varies Not strong Not moisture proof

Plastic Advantages Disadvantages Can be shrink wrapped High degree of protection Flexible design Can be opaque or clear Disadvantages Not biodegradable Cannot be 100% sanitized Waste of valuable resource Melts when overheated

Paperboard / Boxboard Advantages Disadvantages Flexibility Strength and durability Ease of labeling and handling Disadvantages Vulnerable to puncture or weather cost

Tin / Steel / Aluminum Advantages Disadvantages Recyclable and durable Sturdy Disadvantages Contributes to pollution Rust / corrosion

easy to print on easy to store on shelves recyclable MATERIAL OF PACKAGE ADVANTAGES DISADVANTAGES Paper and Cardboard easy to print on easy to store on shelves recyclable can be easily destroyed if it gets wet bulky and awkward can't hold heavy material Glass recyclable less spoilage can see product inside breakable heavy Plastic comes in different grades durable reusable in some cases in some cases not microwaveable can crack or dent causing spoilage Metal (tin or aluminum) different grades non perishable convenient - easy to store may taste like metal once open must be put in other container can be hazardous sharp edges Flexible Foils (chip bags, cracker bags) easy to open less expensive compared to other packaging maintains freshness can puncture or burst non-recyclable harder to store squishable Plastic Coated Cardboard (juice boxes) easy to store durable have easy access for opening resealed easily non-recyclable

Marketing Plan Colour Shape Label Brand name Size Form Function For your product, open up your Marketing Plan Template and go to section 5.2 and fill in details about your packaging. Include a picture of your product if possible.