CBSE Class 12 Marketing Packaging and Labelling Notes

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Download the latest CBSE Class 12 Marketing Packaging and Labelling Notes in PDF format. These Class 12 Marketing revision notes are carefully designed by expert teachers to align with the 2025-26 syllabus. These notes are great daily learning and last minute exam preparation and they simplify complex topics and highlight important definitions for Class 12 students.

Chapter-wise Revision Notes for Class 12 Marketing Packaging and Labelling

To secure a higher rank, students should use these Class 12 Marketing Packaging and Labelling notes for quick learning of important concepts. These exam-oriented summaries focus on difficult topics and high-weightage sections helpful in school tests and final examinations.

Packaging and Labelling Revision Notes for Class 12 Marketing

PACKAGING AND LABELLING

INTRODUCTION
 
Packaging can be defined as an art, science and technology of preparing goods for transport and sale. Packaging as an industry has two sectors – those who prepare the packaging material and those who convert these materials into packages. New packaging materials are fast replacing the old ones. A good packaging conveys the quality of the product: which is distinct from the value of the product. Attractive packaging is an also an efficient point of purchase (POP), and stimulates publicity for sales. It has been observed that packaging is an important advertising means helping in carrying messages from the marketer to the consumer. Packaging as a function has two separate dimensions – the physical aspects related to the science and technology and the behavioral aspect related to the art of product design associated with buyer behavior.
 
PACKAGING CONCEPT
In most cases, marketers define packages as the fifth ‘P’ of marketing. It provides an enhanced value to the product and there are three levels of material for package:
A. A primary package
B. A secondary package
C. The transportation package
Packaging may be ‘primary’ which refers to the product’s immediate container, such as the PET bottle, tetra pack, can or a box: or secondary, which refers to additional layers of protection that are removed once the product is ready such as the tube of shaving cream, which is covered in a card board box or a glass bottle covered in card board box.
 
The different levels of packaging, type and importance would vary with the nature of product, whether FMCG, durable consumables, industrial and liquid product. It would also differ on the distance over which it has to be transported. It should be regarded as one of the important requirements for a manufactured product. The quality control of a product would be meaningless if the package designed to carry the product from the factory to the ultimate consumer is not adequate.
 
ROLE OF PACKAGING
Packaging is an important element in the formulation of the marketing plan as it aids with promotion & performs the role of passive salesman, in addition to protecting the product. In the absence of salesman, the package should be able to grab the eyeballs of the buyers. Good packaging may lead to improved consumer acceptance.
 
The product package has an important promotional function, establishing meaningful communication with the consumer. Designing the product package according to changing customer preferences and attitudes will enable the marketers to push the product. Consumer packaging is also intended to offer better convenience to the consumer and protect the product from pilferage and damage. It has been estimated that unit value realization can increase with good packaging.
 
IMPORTANCE OF PACKAGING
 
Initially Packaging was considered a production-related function and activity. While in the current context packaging has completely changed due to competition. New developments in packaging, have forced marketing managers to focus on packaging design. The following aspects highlight significance of packaging in marketing:
 
• It provides information about the product
• It helps in identifying brand name
• It assists in protecting the product
• It helps in product handling
• It aids in promoting the product
• It helps in offering customer convenience and satisfaction
• It helps increase in the sales of the product.
• It adds to the use of a product.
• It contributes to the safety of a product.
• It helps in storage of the product
• It helps in product differentiation
 
PACKAGING DECISIONS
 
Packaging is an important component of a product as an attractive pack is the most important factor in impulse purchases. The basic functions of a pack are to attract the potential customer’s attention, protect the product that is packed and reveal its identity. It is an essential tool for two categories of people – first, end-users of a product: and second, retailers. The material used may vary from metal to paper to plastic etc. The useful packaging decisions include:
 
1. Packaging design: It is not easy to design a package for various items. For example, all ‘Hand wash’ come in bottles, but different brands of hand wash differ in their packaging. The high costs of packaging lead to bringing out refill packs too.
 
2. Attractive Color: Colour plays an important role for determining customer acceptance or rejection of a product. The use of bright colours in packaging also assists marketers, reap huge advantage. Packaging colour should be attractive so that it may aid in promoting sales.
 
3. Packaging the product line. A company must decide whether to develop a family or similar kind of the packaging of its several products. It involves the use of identical packages for all products or the use of packages with some common feature.
 
FUNCTIONS OF PACKAGING
Packaging should perform the following basic functions:
 
1. Protection: The basic function is to protect the products from the vagaries of weather the product can be exposed to, in transit from the manufacturer’s plant to the retailer’s shelves and issues related to handling the product while on display on the shelves.
The reasons for protection for products through packaging are:
• Control pilferage during transit or storage
• Prevent the absorption of moisture
• Avoid breakage/damage due to rough mechanical or manual handling during transit.
• Protect liquid from evaporation.
 
2. Appeal
The emergences of self-service outlets have forced manufacturers to have attractive packaging. The following characteristics have been identified to help a package perform the self-selling tasks:
• It helps in attracting attention of the customer
• It helps to enhance the product image
• It helps in the product looking and hygienic
 
2. Performance
This is the third function of a package. It should perform the task for which it is designed.Bottled water has been introduced in 500 ml to 20 litres bottles. The purpose and place of use is the deciding factor in the purchase of various packs. A package must be made to consistent and rigid quality standards as the consumer demands uniformity each time he purchases a product.
 
3. Packaging for convenience
It provides convenience to distribution channel members, such as wholesalers, retailers and consumers. The convenience will relate to handling and stocking of packages. It helps in the following ways:
• The package must be convenient to stock
• The package must be convenient to display
• The package must not waste shelf-space.
• The package can be easily carried.
• It should be easy to dispose off.
 
4. Cost-effectiveness
The package finally must be cost-effective. Packaging cost as a percentage of product cost differs from one industry to another. It is essential to understand that while analyzing packaging costs, the other costs like handling, storage, insurance and transit costs are also added.
 
QUALITIES OF GOOD PACKAGING
• Attractive appearance
• Convenient for storage and display
• Shield against damage or pilferage
• Product description displayed on the package
• Package should be as per the specifications


Please click on below link to download CBSE Class 12 Marketing Packaging and Labelling Notes

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Product
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Free study material for Marketing

CBSE Class 12 Marketing Packaging and Labelling Notes

Students can use these Revision Notes for Packaging and Labelling to quickly understand all the main concepts. This study material has been prepared as per the latest CBSE syllabus for Class 12. Our teachers always suggest that Class 12 students read these notes regularly as they are focused on the most important topics that usually appear in school tests and final exams.

NCERT Based Packaging and Labelling Summary

Our expert team has used the official NCERT book for Class 12 Marketing to design these notes. These are the notes that definitely you for your current academic year. After reading the chapter summary, you should also refer to our NCERT solutions for Class 12. Always compare your understanding with our teacher prepared answers as they will help you build a very strong base in Marketing.

Packaging and Labelling Complete Revision and Practice

To prepare very well for y our exams, students should also solve the MCQ questions and practice worksheets provided on this page. These extra solved questions will help you to check if you have understood all the concepts of Packaging and Labelling. All study material on studiestoday.com is free and updated according to the latest Marketing exam patterns. Using these revision notes daily will help you feel more confident and get better marks in your exams.

Where can I download the latest PDF for CBSE Class 12 Marketing Packaging and Labelling Notes?

You can download the teacher prepared revision notes for CBSE Class 12 Marketing Packaging and Labelling Notes from StudiesToday.com. These notes are designed as per 2025-26 academic session to help Class 12 students get the best study material for Marketing.

Are these Marketing notes for Class 12 based on the 2026 board exam pattern?

Yes, our CBSE Class 12 Marketing Packaging and Labelling Notes include 50% competency-based questions with focus on core logic, keyword definitions, and the practical application of Marketing principles which is important for getting more marks in 2026 CBSE exams.

Do these Class 12 notes cover all topic-wise concepts for Marketing?

Yes, our CBSE Class 12 Marketing Packaging and Labelling Notes provide a detailed, topic wise breakdown of the chapter. Fundamental definitions, complex numerical formulas and all topics of CBSE syllabus in Class 12 is covered.

How can I use CBSE Class 12 Marketing Packaging and Labelling Notes for quick last-minute revision?

These notes for Marketing are organized into bullet points and easy-to-read charts. By using CBSE Class 12 Marketing Packaging and Labelling Notes, Class 12 students fast revise formulas, key definitions before the exams.

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