Function Of Glass Packaging Example

Function Of Glass Packaging Example Function Of Glass Packaging â€" Essay Example > IntroductionFunction of glass packagingConsumer preferences in relation to sustainable and pure packaging are making many consumers to revert to the use of glass. For decades, glass packaging has been the most trusted system of storing food, medicines and beverages. Glass has a long staying ability as a sustainable and pure package that is very healthy both to the consumer and environment. Since it is made from naturally available raw materials; sand, limestone and soda ash, glass is not nonporous and impermeable, which adequately protects its contents from tampering and degradation (Rundh, B. 2005), In addition to that, glass is not chemically reactive thus referred to as inert, which protects contents from oxygen and moisture, hence ensuring that the flavour and freshness of its contents as well as the shelf-life of the product is preserved. According to a survey carried out in 2006 by an Oklahoma based marketing research firm, Newton Marketing Research, about 78% of the consume rs mainly prefer glass packaging for the maintenance of the purity of food and beverages, and about the same margin (75%) preferred it for preserving the taste or flavour of a product while 82% talked of it as a sure way of maintaining the healthiness and integrity of foods and beverages. What is involved in packaging? The real meaning of packaging in general varies and range from simple and functionally focused to more extensive, holistic interpretations. Packaging can therefore be defined as an extrinsic element of a consumer or industrial product, which is an attribute related to the product itself but does not in any way form part of the physical product. Packaging is thus the container for a given product that encompasses the physical configuration of the container and includes the design, shape, color, materials used and labeling. In this aspect, most marketing literature considers packaging to be an instrumental part of the the 4 P’s of the product component thus: product , price, promotion and place (Cateora and Graham, 2002, pg 358-360). Coca Cola’s glass packagingIn recent times glass packaging has tremendously developed well above its original function as just basically a means of protecting a product and thus now plays a fundamental marketing role in the development of shelf appeal, establishment of brand awareness and image and provision of product information as shown by Coca Cola’s range of soft drinks products. As the role of glass packaging in the marketing mix continues to gain more mileage, so research into glass packaging is becoming more increasingly significant. Given the possible benefits of packaging as one of the critical aspects in achieving marketing objectives, it is imperative to fully understand the role it plays in the promotion and marketing of products. Types of packaging in Coca Cola productsIt is important to categorize Coca Cola glass products packaging in terms of function and layer thus; primary and secondary packa ging. Primary packaging in the product is the glass bottle which holds the product hence the first line of packaging as it is in direct contact with the product, and in this case the soda. On the other hand, secondary packaging of the Coke glass products is on the outside of the primary packaging, and is mainly used to collectively group primary packages (Rice and Hofmeyr, 2000, pg 216), It therefore holds a single unit of a product such as a crate of Coca Cola bottles of soda. Tertiary packaging is mostly used for handling large quantities as well as shipping of a product.