PHARMACEUTICAL PACKAGING

 PHARMACEUTICAL PACKAGING

INTRODUCTION:

Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use.

Pharmaceutical packaging can be defined as the economical means of providing

 presentation,

 Protection, Packaging protects the contents of a product from spoilage, breakage, leakage, etc.

 identification ,

 information,

 convenience ,

 compliance ,

 Integrity and stability of the product.

PACKAGING WITH RESPECT TO DOSAGE FORM:

1. Solid products

2. Semi-solid product

3. Liquid products

4. Unit packs

5. Child resistance packaging

TYPES OF PACKAGING:

Primary packaging- is the material that first envelops the product and hold it. This usually is the smallest unit of distribution or use. Ex. Aerosol spray can, blister packs, bottle

Secondary packaging - Is outside the primary packaging perhaps used to group primary package together. Ex. Boxes, cartons

Tertiary packaging- is used to bulk handling and shipping. Ex. Barrel, container

PRODUCT PACKAGING:

Packaging is an integral component of a product and it plays an important role in its salability. Packaging is no longer a mere outer covering of a product for its protection; it is very much a contributing factor for its increasing marketability. A vividly beautiful packaging of a product, to some extent, develops a positive image about it in the minds of the consumers. Thus packaging is not merely used as a means of product’s protection during transportation and storage but it is also used as a marketing and promotional tool.

Earlier the role of packaging was merely to protect the product from sun and dust and also from damage during handling. With advancement of the nations, new legislation has been incorporated for the merchandising of the goods. This has resulted into the importance as well as the necessity for an appropriate quality and type of packaging. Companies today not just take research and development activities for improving the product quality but also try to add value to their products means of via innovative packaging. 3

THE CHOICE OF PACKAGING MATERIAL WILL DEPEND UPON:

 The degree of protection required

 Compatibility with the dosage form

 Customer convenience e.g. size, weight of dosage form,

 Sterilization method to be employed and cost

PACKAGING FUNCTIONS:

These days packaging is designed to take care of the convenience for its use and also to differentiate a brand from the others. In case of many products reusable packaging is also used to attract consumers for its purchase.

Packaging is a function of both physical distribution as well as advertising. It is essential that latest techniques and materials of packaging be used. Many institutes render useful advice to the marketers on the nature of packaging designs and the materials to be used which would be suitable for a particular product.

IMPORTANCE OF PACKAGING:

Depending on the products and the industry, the packaging can have different levels of importance. Sometimes packaging becomes the most important way of delivering the good, and its cost represents the largest part of the total cost of the product.

Packaging becomes the most important way of delivering the goods, and its cost represents the largest part of the total cost of the product”. Packaging serves a number of utilities which the marketer’s want to communicate to the consumer to attract him to purchase his brand. Through packaging the important information about the product, price, manufacturer and the consumption precautions etc. can be conveyed to the buyer.

Product packaging decisions are very important and the marketers need to be very careful about it, as packaging is sometimes the key factor of success or failure of a new launch.

Overall it can be concluded that packaging is an integral and an important component of the product. It not only helps in protecting the product from being damaged during its handling but also protects it as an attractive packaging works as a silent salesman.

PACKAGING DECISION:

Packaging decisions are very important for the marketing because now-a- days the consumers pay a lot of attention and care for selecting a product. They usually prefer a product which is adequately packaged; the outer cover contains all the necessary information about the product and the manufacturer and also the method of using, consuming or operating the product. More so, packaging carries some aesthetic value also. So, in the modern days, the marketing managers pay a lot of care for making the packaging decisions of the products being marketed by them.

The marketers have to take the packaging decisions which should meet the twin tasks of keeping the packaging cost low and yet carry it safely enough up to the customer without any damage. Packaging decisions affect all the four components of the marketing mix. Good and attractive packaging adds to product attraction but not without adding to its cost. It may also add to the convenience of handling and act as a tool of promotion. So, the marketing firms have to take such decisions which will be beneficial for all and the overall equation of cost benefit analysis is favorable for each.

Packaging designs are also of vital importance as they often help the consumer to recognize the product and literally sell it off the shelf, especially at the point of sale. The labeling used on the packaging also serves as a means of communication about the product contents, quality, and quantity etc. e.g. eco-labeling on the packaging of a product is a proof that the product is environmentally friendly.

Since the last few years, the packaging material has become more and more an object of creativity of the marketing people rather than the domain of the production and technical engineers. From being functional initially and addressing the need for protection during the time in-between production and consumption of the products, packaging is becoming vehicle for communication, used to effectively influence the end consumer. These days when we talk about innovation, we not only refer to product quality but include its packaging also. These days the consumer readily pays 4

the price of the packaging if it helps in adding to its quality and hygiene, so therefore, the marketers should take decisions in favor of improving the acceptance level of their brand by adopting appropriate packaging designs made with appropriate materials. The long run survival for many of the brands has been possible only due to their adapting to the new and innovative packaging materials for their products.

USEFUL FEATURES OF PACKAGING:

Packaging deals with the nature of the container/wrapper, its size, shape, color and the message printed on it. It represents the talents of the various specialists viz. researcher, designer, engineer, marketer and others.

The packaging of a product may also attract the attention of the consumers at the very first sight if its features appear to be attractive.

The usual features of packaging are the following:

The container should be strong so that it can stand the strain of transportation and handling. It should be strong also to ensure a long shelf-life. While being strong, it should avoid being too heavy so that it remains easy to handle. Packages can have features that add convenience in distribution, handling, stacking, display, sale, opening, re-closing, use, dispensing, reuse, recycling, and ease of disposal. A barrier from oxygen, water vapor, dust, etc., is often required.. Keeping the contents clean, fresh, sterile and safe for the intended shelf life is a primary function. Packaging can play an important role in reducing the security risks of shipment

Over and above the usual features, the packaging should also have certain features from the marketing angle, as a well-designed packaging is often described as the silent sales representative. These marketing features of packaging are as follows:

It must advertise the brand and the manufacturer. It must be distinctive and capable of ‘differentiating’ the product. It must be suitable for display. It must be helpful in identifying the product. It must carry the brand name, brand / trade mark and all the other required information. It must be attractive. It must be so designed as to add convenience for carrying and handling the product. It should require the minimum shelf space. The colors and the material used for outer packaging must not create any socially or psychologically bad image about the product. Packaging must be capable of keeping intact the hygiene of the product for its shelf life.

LABELS ARE DESCRIPTIVE:

A label is a carrier of information about the product. The attached label provides customers with information to aid their purchase decision or help improve the experience of using the product. Labels can include:

• description of the product

• indication

• Ingredients

• suggested usage ,precautions, storage info, side effects

• Manufacturer name and address

• Weight statements

• Sell by date and expiration dates

• Warnings

PROBLEMS WITH PACKAGING:

 Misleading Labeling

Often, products will have words such as "fat free", "low-fat", or "organic" on the labels. Labels such as these may mislead the customer into thinking something that may not be the case. For example, they may think there are no calories in a product, when in fact there are many.

 Problems With Packaging Graphics

There are many cases in which marketers use pictures in packaging that do not represent the actual product. For example, packaging may make a certain product look nice and attractive, but the actual product may not be as good as depicted once opened. In addition, some store brands or other small brands try to imitate the way big brands package their products. This leads to confusion among consumers