It is said and believed that first impression is the last impression.This saying holds good in today’s sales and marketing world.

When a new product is launched or advertised,its the look,design and the packaging of the product which triggers the consumers mind.In other words,one can clearly say that packaging is the first influencing factor of consumer’s buying behaviour.It is an essential asset of  marketing which gives the organisation an opportunity to convert first time buyers into its loyal customers.

Today,the whole gamut is about stylish things around.People look for stylish things.So,packaging once again becomes important.This does not mean quality factor should be compromised or overlooked instead for repetitive sales of any product both quality as well as packaging should be given importance.

Buying pattern of consumers have changed.They are ready to pay extra for that extra edge.After all its all about looking good and feeling good.Its seen that even if the product is good but if packaging is not appealing there is a probability of the product being overlooked.So,the companies too are realising this and are giving importance to packaging.

It is one of the fine tools which helps to differentiate the product from its line of competitors.Thus helps in  building up the brand image and the orgnaisation’s  identity in the consumer’s  mind. It provides an appeal and thus becomes the tool of the consumers at point of purchase(POP).

Its observed that even old products which are relaunched with brand new attractive packaging helps in increasing the sales and profitability of the organisation.Thus,packaging plays a vital role in marketing of products.Every year thousands of products are launched.These new products not only have to compete with their new brands but also have to compete with the old established brands in the market.

So ,among those thousands products very few are able to compete and stay in the market.These products which able to survive are the ones whose packaging is done with the consumer’s needs in mind.

Packaging has two functions-firstly ,to protect and contain the product and secondly,to sell the product to the end user i.e the target consumer.  So,packaging product which markets all its attributes and with consumer in mind is the mantra for success.Last but not the least one can easily conclude to say that packaging is the central tool of marketing.