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A final task done to a product before reaching its destiny is packaging. It has an important role to play in product management. Packaging can be described as covering the product with one or more suitable materials for ease in handling, transportation and marketing. To make a product look distinct, attractive and withstand competition, marketers are investing for innovative packaging. A great share of packaging is for consumer products like soft drinks, processed foods etc. In fact a product is given value addition by the type of package. Packing is recognized as an integral part of modern marketing operation.
Definition:
Kotler defines packaging as "all the activities of designing and producing the container for a product." Packaging can be defined as the wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote, and otherwise make the product marketable and keep it clean.
“Packaging is the container for a product – encompassing the physical appearance of the container and including the design, color, shape, labeling and materials used” (Arens, 1996).
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