| The aim of any commercial organization is to earn | | | | as an effective selling tool was proved to be |
| maximum profit on the money invested. There | | | | effective in the case of cosmetic and liquor |
| are many nuts and bolts that contribute to the | | | | industries. Some functions of packaging are: |
| success of business. A good product, brand | | | | 1. Packaging gives protection from various kinds |
| image, customer service and always listening to | | | | of damage like moisture gain or loss, chemical |
| what your customers want is very important. But | | | | change and damage by mechanical handling. |
| one of the number one contributors to a | | | | 2. To identify the contents, the brand and the |
| successful brand differentiation is product | | | | maker. |
| packaging. It is the first impression that company | | | | 3. Good packaging products are convenient to |
| make on the public. A good packaging is the | | | | use. |
| representation of the brand image and prestige of | | | | 4. Makes overall good impression about the |
| an establishment. | | | | company's image. |
| According to Philip Kotler Protection, convenience | | | | 5. Prestige of a product is maintained with help of |
| and economy were the three important traditional | | | | proper packaging. |
| purposes attached to package. Packaging is a | | | | 6. Packaging provides innovational opportunities for |
| brand activity. A quality and creative packaging | | | | the manufacturer to exhibit their product |
| helps to identify the product from the | | | | compared to their competitors. |
| competitor's product. The good packaging is | | | | 7. Packaging encourages the customers for |
| collective efforts of designer, the researcher, the | | | | repurchases. |
| technician, the advertising man, the marketing | | | | 8. Packaging provides opportunity and space for |
| expert, the sales department and top | | | | advertising. |
| management. | | | | Good packaging can act as media of advertising |
| The innovative packaging acts as indirect | | | | and influence the customers on their purchasing |
| salesman for the product. It acts as advertising | | | | decision. |
| media for the product. The capability of packaging | | | | |