Packaging for Marketing Development - QS Study
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Packaging in Marketing

One of the most significant developments affecting the business world in recent years has been in the area of packaging. The reason of product packaging is to shield the product from damage. Many products, which we thought could never lend themselves to packing because of their nature, have been successfully packed e.g., Pulses, Ghee, Milk, Salt, Cold Drinks, etc. Packaging refers to the act of designing and producing the container or wrapper of a product. Product packaging not only protects the product during transit from the manufacturer to the retailer, but it also prevents damage while the product sits on retail shelves.

Packaging plays a very vital role in the marketing success or failure of many products, mainly the customer non-durable products. In fact if one makes an analysis of the reasons for the success of some of the successful products in the recent past, it can be noted that packaging has played its due role. For example, it was one of the important factors in the success of products like Maggie’s Noodles, Uncle Chips or Crax wafers.