Monthly Archives: September 2015

Packaging- The 5th P of Marketing


Till about a decade back, marketing consisted of the four Ps namely: Product, Price, Place and Promotion. Thanks to the boom in the use of packaging in FMCG and retail sector, it has firmly taken the 5th place among the other coveted Ps in the field of marketing.

From being just a source of storage, packaging and particularly flexible packaging, has come of age. There is a perceptible shift in food packaging towards flexible packaging materials, as these are durable, lightweight and space-saving. Flexible packaging is made from materials like plastic, aluminum and paper. These materials undergo a detailed conversion process such as printing, lamination, coating, extrusion, and pouch & roll making to develop different types of flexible packaging products.

The role of packaging in marketing has become more important than ever as it creates the first ‘impression of truth’ for the customers at the Point of Sale. Packaging can actually make or break the deal.

A number of manufacturers are turning to flexible packaging of their products as it offers a variety of exciting marketing opportunities to the producer without increasing the cost of production. The packaging solutions can be actually ‘bespoke’ with respect to merchandising requirements.

The global packaging industry is expected to grow to $820 billion by 2016. The Indian packaging industry, growing at roughly 15% annually, is estimated to become the fourth-largest in the world, with revenues of $43.7 billion in 2016. Market research reports have also estimated the flexible packaging market in India to grow at a compounded annual growth rate of 15-16% over the next five years. These statistics are giving rise to new prospects for the industry, especially the SMEs in the flexible packaging industry. Given the fast changing dynamics of the industry, there is a need to elevate the knowledge levels of all the value chain participants to international standards through relevant capability building and best practice sharing platforms.

Flexible Packaging – The Advantage:

Flexible packaging can be customized into practically any shape or size. It can also incorporate a variety of colours and styles. A different looking, startlingly suave packet undoubtedly becomes a head turner at the Point of Sale and stands a fair chance of being picked.

Flexible packaging allows the usage of same style of pouches to store different items. For instance, the basic pouch is used to store food, beverage and non-food items. With the addition of a special feature the pouch can be innovatively customized. For e.g.if a spout is added to the basic pouch, it can be easily used to store and pour liquids. The addition of a zipper will further make the pouch re-closable, thereby more convenient to store and restore dry items.

Flexible packaging is relatively cheap, therefore even the most cost conscious business can afford it. Flexible Packaging can be customized to suit a brand so that businesses aren’t pushed to strike a compromise between short term gains and long term brand equity.

In the flexible packaging market, food packaging is one of the fastest growing segments due to a steep rise in consumption of packaged food items. A growing sense of concern for health coupled up with knowledge about nutrition of the packaged food has given a huge fillip to the packaging industry.

Flexible packaging has immensely benefitted from the ever increasing influx of brands in the market. Materials like BOPET,BOPP, CPP and EVOH have stood the test of time by offering superior  barrier properties. This is one of the reasons why flexible packaging has been in great demand given the improved shelf life and greater protection that it offers. Other features like durability, convenience, designabilitiy, eco-friendliness etc have been desirable in making flexible packaging a whopping hit amongst food retailers.

Flexible packaging paves way for new and sophisticated printing and designing techniques. This alone gives the manufacturers to create attractive logos, designs, graphics etc on their package which can catch the attention of the consumer. Uflex believes that the greatest boon to the FMCG sector in contemporary times has been the advent of flexible packaging, that owes its existence to Mr. Ashok Chaturvedi (Founder & CMD of Uflex) who created ripples in the market by introducing this concept in the decade of 80’s.

Uflex under the aegis of Mr. Ashok Chaturvedi has steered the packaging industry to the NEXT LEVEL delivering the absolute best in terms of aesthetics, functionality, barrier properties and eco-friendliness at the most competitive price coordinates.

Team SSFL in Gujarat to assess footballing opportunities at grassroots

After a great success of STAIRS School Football League in Delhi, Team STAIRS is planning to launch the same in Gujarat. The idea is to engage over 10,000 budding footballers at the grassroots and create an opportunity for the promising ones to showcase their talent to the mentors.

Team STAIRS has initiated the process of conducting the baseline survey across Gujarat to understand the overall sporting culture across various regions of the state as well as the popularity of football amongst teenagers. The team will closely monitor the activities of school-going teens as well as school dropouts and unschooled to create hypothesis on how football intervention can bring about the behavioural change amongst the youth of the state.

The team will also evaluate the impact and the scale of the ongoing sports activities as also the existing sports infrastructure and facilities available in the state. Findings from its surveys and secondary research will be shared with the concerned authorities in the government as well as the sports fraternity with ideas and suggestions for developments of sports vis-à-vis overall growth of the youth in the state.

“There is a lot of good work happening across the country for development of sports at the grassroots. The governments, former players as well as several non-profits are making a true impact. However, as much as you do, there will always be a need to do a bit more, improve further and make a little better impact. That is what SSFL does. The idea of the league is to add value to the existing works of the government, the sports fraternity and other stakeholders. SSFL is a platform that optimally utilizes the available resources, engages footballers for nearly nine months, and delivers some of the most promising footballers from the grassroots,” said Mr Siddhartha Upadhyay, founder and secretary general, STAIRS.

“In its second year in Delhi, SSFL has more than doubled in scale and is being appreciated by all stakeholders. As it has become the first step towards professional football, it is being endorsed by some of the senior government officials and celebrity sportsmen. We are hoping to be able to replicate the model in Gujarat and provide opportunity to those hidden talents somewhere in the remote towns of the state, added Upadhyay.

The STAIRS team in Gujarat will also be meeting the leading corporate groups to discuss support possibilities under their corporate social responsibility (CSR). The new Companies Act 2013, that mandates large companies to spend on CSR has a clause under the Schedule VII that states the spend towards development of recognized sport qualifies as the CSR spend of the company. With over 14,000 companies falling under the ambit of the mandatory law, there lays a great potential to develop sports at the grassroots.

The Uflex Group is primarily supporting SSFL in Delhi while Max India Foundation has associated with the same as healthcare partners and has taken responsibility of injury or other medical emergencies that may occur during the league. Several other credible organizations have also engaged with the league to offer various services.