As the report declares the product is self is very important because it is important to understand that something that is being manufactured actually had a demand and is needed in the market. Then comes its pricing, the way and place its distributed and how it is promoted or advertised. But now, another important element is added to the product that is the way it is displayed or packed. Packaging and labelling of a product had become an important element of the marketing mix.
This paper stresses that packaging mainly refers to the designing and producing a container or a wrapper for a product to preserve or hold it that enables it to be easily distributed to the customers. One single product has usually three layers of packaging. The primary package is the container or a wrapper that holds the main product, the secondary package us usually a box that holds the primary product inside it and is usually thrown away. And lastly there is a packaging for shipping. That is usually a big carton box that holds multiple individually packed products that are easily transported or shipped. A couple of years ago, the purpose of packaging was merely to hold and protect the product, so that it could reach the end users in an appropriate way. But nowadays the whole concept of packaging has evolved, and it has become an immensely important tool of marketing, that makes the product attractive and adds value to it. (Jobber, 2009). The marketing environment is becoming increasingly complicated and competitive. Day by day, this increasing competition is becoming a threat to the manufacturing companies. Advertising is a very effective medium of communication to the consumers who are exposed to it. It is not easy to reach each and every potential consumer due to media fragmentation. Therefore, because of its limited reach, in comparison to advertising, the packaging of a product is something that mostly all buyers will experience, so it will engage a potentially huge majority of the target market. The recent marketers also believe that the