Purpose of Product Packaging

• physically protect the product from any harm
• promote the marketing of the product
• prevent a product from getting spoilt
• prevent tampering of theft of product
• improve the convenience in the use of storage of a product
• identify products (brands)
• differentiate the product form other competing goods
• contribute to the profitability of the business through sales and use of resources
• attract attention to show the value of the product as a marketing tool
• link the product to the promotion strategy used to promote the product