Packaging as the 5th P of marketing
Packaging as the 5th P of marketing

Summary/Abstract: Packaging is important for the product to have safe journey from the producer to the consumer. It ensures the protection of the product during its storage, handling, transportation, and prolonging its life cycle. The packaging depends on the nature of the product. From a marketing point of view, packaging is a promotional tool and represents the first contact with the consumer. Today, consumers are becoming more sophisticated and demanding, and in addition to high quality, they are looking for good packaging. Increasingly intense and fierce competition is pushing companies to think about using well designed and sustainable packaging that protects the health of both consumers and environment. Due to its prominent importance, packaging has been considered as the 5P of marketing. This paper aims to show the importance of packaging, its advantages and disadvantages, historical development that started with its minor significance and ends with complex managerial decision-making, future packaging trends, by using primary and secondary data.

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