Role of Packaging in sales of FMCG products.docx

Role of Packaging in sales of FMCG products.docx

《Role of Packaging in sales of FMCG products.docx》由会员分享，可在线阅读，更多相关《Role of Packaging in sales of FMCG products.docx（73页珍藏版）》请在冰豆网上搜索。

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.

（2）

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

（3）

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

（4）

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