Packaging plays an important role in the production, distribution and marketing of your products in local and export markets. Packaging is the outward, visual representation of the product and thus can influence product choice by both distributors and consumers. Here are some practical tips for packaging.
Packaging definitions
Phillip Kotler defined packaging as all the activities of designing and producing the container for a product. Another definition of packaging by CBI is the means of providing protection to the product in order to ensure safe delivery from the place of manufacture to the point of sale or use.
Packaging levels
Your export product may require packaging at various levels :-
Primary level where the product is contained in its primary consumption unit e.g.. a glass perfume bottle
Secondary level where multiple primary units are combined e.g.. a cardboard carton containing and protecting the glass bottle
Shipping package agglomeration of various primary and secondary packages for shipping purposes e.g.. A shrink-wrapped package containing 50 cartons of 4X5 litre jerry-cans of edible oil
Packaging functions
Your packaging may perform several functions including:-
Containment your packaging should hold a defined measured quantity of your product and prevents spillage and loss and enable movement and transport to the user
Protection your packaging should protect the contents from pilferage, physical damage during transportation, from contamination and from environmental deterioration due to climatic change i.e. moisture or temperature.
Convenience and Handling- your packaging should facilitate handling and use of the product by intermediaries such as transporters, storage companies, retailers and by final consumers. Physical features of the packaging enhance convenience of handling and use e.g.. maple syrup bottle has a spout to assist in dispensing the viscous liquid.
Presentation and Promotion- Your packaging should be used to promote the purchase and use of the product and also promote your brand through logo, colours and unique shape of the package e.g.. A brightly coloured carton containing candy bags doubles up as a promotional display box for the supermarket. Product labels should explain the product benefits and features, provide instructions on how to use the product and display conformance with required product quality and packaging standards.
Packaging Trouble Spots
Poor packaging is a primary cause of losses by exporting SMEs from developing countries. These losses can be due to:
Use of inferior packaging : low stacking strength resulting in buckling, low shock absorption resulting in dents and holes, moisture permeablility resulting in water damage, lack of ventilation ( for fresh produce resulting in rotting and spoilage of contents)
Inferior presentation and communication : improper labeling; poor graphic design and low quality of illustrations and images; use of packaging materials inconsistent with product positioning
Lack of awareness of environment concerns in target market- need for recyclable and re-useable packaging materials, preference for natural, biodegradable packaging, reduction in use of plastic packaging.
Considerations in Export Packaging Design
Domestic packaging may need to be customized to export requirements. Exporters should survey the distribution channels and consumers in the target market and determine requirements for packaging adaptation dictated by:-
Specific package sizes required in the market
Specific labeling requirements including language, producing company, country of origin, information on hazards, dosages, instructions on use, nutritional information, list of contents, information on conformance to required product quality standards.
Package colours and shape consistent with cultural norms and industry norms in the export market
Robust form and physical performance specifications required to withstand multiple handling and lengthy transport to distant markets
Restrictions on use of certain materials in packaging for export markets
Environmental standards that encourage or require recycling, reuse or eco-friendly disposal of used packaging
Local availability and economy of selected desired packaging
Testing
Test your packaging prototype before you use it. Test for image/aesthetics, customer acceptance, convenience during transport, display and final use by consumer; ability to withstand stacking loads and movement shocks, resistance to environmental factors- moisture, humidity, heat.
Sources:
CBI, www.cbi.nl (packaging checklist)
Phillip Kotler, 2003, Marketing Management, 11th Edition, Prentice Hall. pp.436-7
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Margaret Waithaka is a CBI trained export consultant and Manager, New Investments, Export Processing Zones Authority, Kenya
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