1. Marketing Mix - The Product
PACKAGING MATERIALS
Marketing Mix
- The Product

2. 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.

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

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

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

6. 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

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

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

9. 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

10. 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.