Packaging is an activity of designing and producing the container or wrapper for a product. The container or wrapper is called the package. The package might include upto three levels of material. The primary package is the product’s immediate container. Thus the bottle of Old Spice After Shave Lotion is the product’s primary package. The secondary package refers to material that protects the primary package and is discarded when the product is about to be used. The cardboard box containing the bottle of after shave lotion is a secondary package and provides additional protection and promotion opportunity. The shipping package refers to packaging necessary for storage, identification or transportation. Thus a corrugated box containing six dozen of Old Spice After Shave Lotion is a shipping package.

Labeling: is part of packaging and consists of printed information that describes the product, appearing on or with the package.

Labels perform several functions. The Label identifies the product or brand, for instance, the name “Sunsilk” stamped on a bottle of Shampoo. The label describes the product who made it, where it was made, when it was made, what it contains, how it is to be used and how to use it safely. Finally, the label might promote a product through attractive graphics.

Several factors have contributed to the growing popularity of packaging as a marketing tool. An increasing number of products are sold on a self service basis at supermarkets. The package must perform many of the sales tasks. It must attract attention, describe the product features, give consumer confidence, and make a favourable overall impression. Companies are recognizing the power of well designed packages to contribute to instant recognition of buyer immediately recognizes the familiar yellow packaging of Kodak film.

Rising consumer affluence means consumers are willing to pay a little more for the covenience and dependability of better packages.