Role of Packaging in sales of FMCG products.docx
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Role of Packaging in sales of FMCG products.docx
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RoleofPackaginginsalesofFMCGproducts
NAGINDASKHANDWALACOLLEGE
OFCOMMERCE,ARTSANDMANAGEMENTSTUDIESMALAD(WEST)
A
APROJECTREPORTON:
“RoleofPackaginginsalesofFMCGproducts”
INPARTIALFULFILMENTOF
BACHELOROFMANAGEMENTSTUDIES
(BMS)
ACADEMICYEAR
2014-2015
SUBMITTEDBY
SANCHITGANGAR
TYBMS,ROLLNO515(SEMESTERV)
UNDERTHEGUIDANCEOF
PROF.RAMNATHNATESANIYER
SUBMITTEDTO
UNIVERSITYOFMUMBAI
ACKNOWLEDGEMENT
ItwasanimmenselypleasurableexperienceinworkingonthisprojectontheTopic-RoleofPackaginginsalesofFMCGproducts.However,myeffortsalonecouldnothavebeensufficientforcompletionofthisproject.Invaluableadvice&suggestionfromlargenumberofpeoplehavegoneintothisproject.Iamextremelygratefultoallthesepeoplewhohavehelpedmeincollectingvaluableinformation&helpingmeincompletionofproject.
TheforemostamongtheminmyguideandourProf.RamnathNatesanIyerwhoseconstantcorrectiveguidance&motivationenabledafocusedefforttowardscompletionoftheproject.Iamalsoverygratefultomyparentsforbeingextremelysupportiveintheendeavourofmine.
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Index
Contents:
PageNo:
1.IntroductiontoPackaging5-13
2.PackagingIndustry:
14-19
ØHistory
ØOverview
ØMajorPlayersintheMarket
3.PackagingTypes20-21
4.FunctionsofPackaging:
22-23
ØProtectiveFunction
ØSalesFunction
ØPromotionFunction
ØServiceFunction
ØGuaranteeFunction
5.PackagingandMarketing24-25
6.WasteManagementofMaterialusedinpackaging26
7.OverviewofFMCGIndustry27-29
8.MarketingStrategiesadoptedbyFMCG30-31
9.RoleofPackaginginFMCG32-36
10.FactorsInfluencingPackagingDecisions37
11.PackagingExpenditure38
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Contents:
PageNo:
12.PackagingasaMediumtoIncreaseSales39-44
13.TrendsofPackaging45-47
14.CaseStudy:
CocaCola48-50
15.Surveyon:
51-54
-ConsumerBehaviourtowardsPackagingofFMCGProducts‖
ØStatementoftheProblem
ØObjectiveoftheStudy
ØHypothesis
ØSignificanceoftheStudy
ØMethodology
ØSampleDesign
16.QuestionnaireAnalysisandResearchFindings55-64
ØTabulation
ØPie-Diagram
ØInterpretation
ØRecommendation
17.Conclusion65-67
18.Bibliography68
19.Annexure:
69-70
ØQuestionnaire
ØTerminology
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1.INTRODUCTION
“JODIKHTAHAIWOHHIBIKTAHAI”
Theearlierapproachtomarketingwassimpleenough:
makesuretheproductis
visible-onstoreshelvesandthroughmassmediaadvertising-anditwillmoreorlesssellitself.Withtheevolutionofmodernretail,though,theemphasisisshiftingtoin-storedisplaysandpromotions-probablyalsobecauseforthefirsttime,thespaceforsuchinitiativesisavailable.
Butmanufacturersnolongerhavethelastwordonwhatwillhappenatthestore."Moderntradehasasignificantsayinpromotions,perhapsbecauseitoffersfarsuperiorresultswithamuchfasterleadtime,"saysFutureGroup'sMall.
CadburyIndia'sSethipointsoutthatretaileraremoreopentobrandpromotionsanddisplays-includingposters,gondolasanddanglers-whenmanufacturersbackuptheirideaswithshopperinsights."Therewillbeashiftfromtraditionalmediatoincreasedcommunicationatthepointofpurchase,"hesays.
Initiativesthathelpgrowthecategoryasawholeareparticularlywelcome,say
analysts,sincethatbooststheretailers'revenue.AndmanyFMCGcompaniesare
predictingthatspendsonpromotion,in-storeandpointofpurchasedisplayswill
increasesignificantlyfromthepresent20-30percentshareofthemarketing
budget.
Consumergoodscompaniesneedtomakeseveralchanges-instrategyandinattitude-iftheyaretoachievethesamelevelofsuccesswithorganizedretailastheyhavewithtraditionalformats.Printingbarcodesontheirproductswouldprobablybeagoodplacetostart.
5
SHOWYOURPRODUCTSTOCUSTOMERS:
Buyersspendlotsofenergyinbuyinganddevelopingthemerchandisebeforeitfinallyhitsthestores.Sometimes,however,itisforgottenthatoneverycriticalaspectisthewaytheproductispresentedtocustomersinthestoreandoverlookissuessuchaspackagingandin-storedisplay.
Theimportanceofthesaying“JODIKTAHAIWOHBIKTAHAI”cannotbeoverestimated.Properdisplayandpresentationcanmakeallthedifferencebetweenachievingornotachievingsalestargets.Rememberthefollowing:
1.VisualMerchandising:
Beinvolvedintheplanningofthein-storepresentationofyourmerchandise.AdequatelyplantheMDQ‘s(MinimumDisplayQuantities).
2.CommunicatingIdealpresentationstandards:
Effectivelycommunicatetothestorestaffonhowthemerchandiseshouldbedisplayedandtheidealpresentationstandards.Thiscouldbebywayoftalkingtosalesstaffdirectly,sendingmailbeforethemerchandisearrivesatthestoresormakingadetailedmanualatthebeginningofeachseason.
Remembertolookforwaysinwhichthejobofthesalesstaffcanbemadeeasierbyimprovingpackinganddisplaymethodsoftheproduct.
6
Meaning:
Packagingisthescience,artandtechnologyofenclosingorprotectingproducts
fordistribution,storage,sale,anduse.Packagingalsoreferstotheprocessof
design,evaluation,andproductionofpackages.Packagingcanbedescribedas
acoordinatedsystemofpreparinggoodsfortransport,warehousing,logistics,sale,andenduse.Packagingcontains,protects,preserves,transports,informs,andsells.
Thewrappingmaterialaroundaconsumeritemthatservestocontain,identify,
describe,protect,display,promoteandotherwisemaketheproductmarketableandkeepitclean.
Packagingismorethanjustyourproduct'sprettyface.Yourpackagedesignmay
affecteverythingfrombreakageratesinshipmenttowhetherstoreswillbewilling
tostockit.Forexample,"displayability"isanimportantconcern.Theoriginal
slanted-roofmetalcontainerusedforLogCabinSyrupwaschangedtoadesign
thatwaseasiertostackaftergrocersbecamereluctanttodevotethenecessary
amountsofshelfspacetotheawkwardpackages.Otherdistribution-related
packagingconsiderationsinclude:
ØLabeling:
Youmayberequiredtoincludecertaininformationonthelabelofyourproductwhenitisdistributedinspecificways.Foreg,labelsoffoodproductssoldinretailoutletsmustcontaininformationabouttheiringredientsandnutritionalvalue.
ØOpening:
Ifyourproductisonethatwillbedistributedinsuchawaythatcustomerswillwantto--andshouldbeableto--sampleorexamineitbeforebuying,yourpackagingwillhavetobeeasytoopenandtoreclose.If,ontheotherhand,yourproductshouldnotbeopenedbyanyoneotherthanthepurchaser--anover-the-countermedication,thenthepackagingwillhavetobedesignedtoresistandrevealtampering.
ØSize:
Ifyourproductmustbeshippedalongdistancetoitsdistributionpoint,thenbulkyorheavypackagingmayaddtoomuchtotransportationcosts.
ØDurability:
Manyproductsendureroughhandlingbetweentheirproductionpointandtheirultimateconsumer.Ifyourdistributionsystemcan'tbereliedupontoprotectyourproduct,yourpackagingwillhavetodothejob.
7
History:
Fromtheveryearliesttimes,humansconsumedfoodwhereitwasfound.Familiesandvillagesmadeorcaughtwhattheyused.Theywerealsoself-sufficient,so
therewaslittleneedforpackagingofgoods,eitherforstorageortransportation.
Whencontainerswereneeded,natureprovidedgourds,shells,andleaves.Later,
containerswerefashionedfromnaturalmaterials,suchashollowedlogs,woven
grassesandanimalorgans.Asoresandchemicalcompoundswerediscovered,
metalsandpotteryweredeveloped,leadingtootherpackagingforms.Packagingisusedforseveralpurposes:
ØContainproducts,definingtheamounttheconsumerwillpurchase.
ØProtectsproductsfromcontamination,fromenvironmentaldamageandfromtheft
ØFacilitatetransportationandstoringofproducts.
ØCarryinformationandcolorfuldesignsthatmakeattractivedisplays.
Foreachproduct'sneeds,therearegoodpackagingsolutions.Thoughpackagesareoftentakenforgranted,theyaretheresultofmanyyearsofinnovation--insomecasesaccidental.Abriefreviewofthemorepopularpackagingdevelopmentsisincludedinthisfactsheet:
8
PaperandPaperProducts:
Onewayofplacingpackagesintocategoriesistodescribethemasflexible,semiflexible,orrigid.Flexiblepackagingincludesthepapersacksthatdogfoodcomesin,theplasticbagsthatholdpotatochipsandthepaperorplasticsacksinwhichwecarryhomeourpurchases.
Anexampleofsemi-flexiblepackagingisthepaperboardboxesthatcereal,manyotherfoodproducts,smallhouseholditems,andmanytoysarepackagedin.Formanynon-fooditems,thepackagingismademorerigidbyformedpackingmaterialsthatslipinsidetheboxandholdtheproductanditsaccessoriesorcomponentsinplace.
Formsofrigidpackagingincludecrates,glassbottles,andmetalcans.Clothorpapermaybetheoldestformsofflexiblepackaging.
9
Glass:
Althoughglass-makingbeganin7000B.C.asanoffshootofpottery,itwasfirst
industrializedinEgyptian1500B.C.Madefrombasematerials(limestone,soda,sandandsilica),whichwereinplentifulsupply,allingredientsweresimplymeltedtogetherandmoldedwhilehot.Sincethatearlydiscovery,themixingprocessandtheingredientshavechangedverylittle,butthemoldingtechniqueshaveprogresseddramatically.
Atfirst,ropesofmoltenglasswerecoiledin
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