CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Packaging plays an important role in modern marketing. Products going to the market have to be well packaged.

Packaging can play a minor role (example hardware items) or a major role (example cosmetics) many materials have called packaging the fifth “P” along with product, price, place and promotion. Marketers treat packaging as an element of product strategy.

According to Santon, packaging is the general group of activities in product planning that involves designing and producing the container or wrapper for a product.

Packaging is also defined as that aspect of product planning in which a firm researches, designs and produces a container or wrapper which is capable of protecting the product, facilitating use of that product and promoting the product.

Depending on the nature of the products, packaging is highly emphasized by most product managers due to its marketing implications. One product managers described packaging as a “silent salesman of an organization in a retail store.

Packaging can be defined as the science art and technology of enclosing or protecting products for distribution, storage roles as a medium in the marketing mix in promotion campaign, as a pricing criterion, in defining the character of a new product as a shelter trends and as instrument to create brand. Identity and shelf impact in all product groups. Packaging as a key industrial activity has contributed largely to the present need to be day increase in the standard of living. Packaging of product need to be dynamic and persuading.

The impression of a consumer about the product will inwardly decide in him, if he is to make purchase or not. Packaging of consumer goods needs intelligent leadership and management support in order to attain the company’s goals and objectives. Packaging on its own has been taken as a principal advertising medium.

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