Leena Navin Soneja's video: Class 12 Business Studies Chapter 11 Packaging - Marketing Mix

2. Packaging: The companies always supply the products in packaged form for example, coke comes in bottle, Tide in bag, Biscuits in wrapper, oil in jar, etc. Packaging is the basic activity for every company. It can be defined as a set of tasks or activities which are concerned with the designing, production of an appropriate wrapper, container or bag for the product. There are three levels of packaging: a. Primary packaging – refers to the immediate packing of product. It remains with product till it is used, for example tube of toothpaste, match box, etc. b. Secondary packaging – these are additional packings which give more protection. Generally consumers throw that when they start using the product, for example, card board box used to keep the paste. c. Tertiary Packaging – these are the packings used for storing or transporting the goods. This packing gives protection to goods, for example, corrugated boxes used to shift Ruffle lays, Kurkure, etc. Importance of Packaging: 1. Rising standard of health and sanitation – packing has become essential because if rising standard of health and sanitation. In a packed good there are less chances of contamination of products. People prefer packed products over loose as there are less chances of adulteration in packed product. 2. Self service outlets – are becoming very popular. In these stores generally products with attractive packing are picked by buyers more quickly. 3. Product differentiation – packing helps the customers to differentiate between goods on the basis of quality as with the type of packing customer can guess about the quality of goods. 4. Innovational Opportunities – recent developments in packaging have completely changed the marketing. For example new packing in soft drinks, biscuits keep them afresh for a long period. Even milk can be stored for 4-5 days without refrigeration. Functions of packaging: 1. Protection – the fundamental function of packaging is that it protects the product from damage. Appropriate packaging protects the product from sun, rains, moisture, breakage, insects, etc. For example, airtight containers and packets are used for chips, biscuits, jam, cola etc. Products like television need to be protected from damage in tansit so they are packed in big board cartons, etc. 2. Identification – with the help of packaging the product can be easily identified for example, with the yellow packing and alphabet K we can recognize from far off that it is a Kodak product. 3. Convenience – the handling of the product becomes more convenient with appropriate packing. It makes it convenient to store and convenient to shift from one place to other for example, new pet bottles of cold drink has made it very convenient for middle men to transport it, supply it and store it.