- An integral part of production
- A part of physical distribution
- A tool for marketing
Packing is the other side of the product identification. Traditionally the function of packaging was to protect goods. Now it has become a promotional tool. Product packaging is an important product policy to be considered in depth.
A package is a rapper or a container in which a product is enclosed, encased, homed or sealed. Packaging “is a process that speaks of company’s ability to contain economically man made or natural products for shipment, storage, sale or final use. It comprises of the activities of wrapping or creating the product for performing the marketing function more easily and economically.” Packaging, therefore, is the act of housing the product in packages or containers like tins, cans, bags, bottles, boxes, etc.
According to Prof. Stanton “packaging is the general group of activities in designing the containers or wrappers for the product”.
Philip Kotler defines packaging as “an activity which is concerned with the protection, economy, convenience and promotional consideration of a product”. Therefore, packaging involves package selection, manufacture, filling and handling.
A package design is the unique combination of colors, graphics and symbols to distinguish the product.
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