|
Abstract: Packaging is a combination of
science, art and technology. Considering the growing
demand of packaging in the consumer market, it is
observed that most of the consumer products
manufacturing companies are demanding packaging
professionals for procuring consistent qualitative
packaging materials in optimum cost. In addition, it is
also observed that the purchase and marketing
departments of various companies who deal with the
packaging material require packaging experts. However,
experts maintain that while investing and innovating in
packaging, some key hallmarks have to be taken care of.
The pharma packaging industry in India is still in a
nascent stage. Packaging has not been adequately
leveraged as a marketing tool in India but the fact that
pharma market is becoming highly competitive - some
companies have realized the role of packaging as a
brand-building tool. "First impression is the last
impression. Packaging plays a very important role in
creating that impression for any product. But when it
comes to pharmaceuticals, it has to go beyond looks".
Introduction
The field of packaging of drugs and pharmaceuticals has
witnessed a revolution in the recent years. The trend
has been accelerated by economic liberalization. Any
product, either food, pharmaceutical, cosmetic,
engineering or electronic, do require optimum package
design to get through the production center and to reach
the consumer in safe and sound condition. And this, of
course, should be with the minimum cost of packaging.
In other words, the subject of packaging has become very
important for the marketing of any product as packaging
acts as an instrument or tool for marketing. Packaging
also makes a bridge between production and marketing. By
definition, packaging is defined as a techno-economic
means for minimizing cost of delivery and maximizing the
sales. In other words, it's a system dealing with
handling, storage, distribution, retailing and final
use.
Presentation and looks are crucial when it comes to
selling because it creates a feel good factor in the
product which convinces the buyer or the consumer to
choose that particular product over others on the shelf.
The thumb rule is applicable to pharmaceuticals as much
as to any other product because packaging of drugs needs
to convey that feel good factor to a patient who needs
that drug to be cured. However, packaging of drugs is
not only about the feel good factor. The packaging of
drugs is also used to disseminate important information
regarding the drug like its contents or chemical
formula, usage, storage, dosage, precautions related to
the drug usage, dates of manufacturing and expiry, batch
number etc. Besides, packaging of drugs also needs to
satisfy consumer expectations. Actually packaging adds
value, ensures drug quality & freshness, provides tamper
identification, arrests spurious drugs entry, keeps
check on adulteration, vehicle for product story, helps
meet statutory regulations, source for brand & co
identify, offers traceability, aid for storage /
productivity / distribution, silent sales resource and
aids market promotion.
For full text of this article contact the publisher on
info@kppub.com
|
The above content is an
abstract only. For the full Article please contact:
KONGPOSH Publications Pvt. Ltd.
ICS House, C-19, Commercial Complex, SDA, Opp. IIT Gate,
New Delhi, India -110016
Tel.: 26855839, 20057149, Fax: 91-11-26855876
Email:
info@kppub.com /
fpc@vsnl.com, Website:
http://www.kppub.com |
