What is Packaging in the Marketing Mix?

Packaging is made up of various elements. The below questions demonstrate some primary considerations for packaging of a product.

• How the product will be protected?
• Are the packaging and labeling regulations met?
• How are products to be packaged for shipping, end-user display? What physical handling is required?
• Are display aids (clip racks, bins, etc.) to be provided to retailers?
• Does packaging meet regulatory agency requirements (labeling, seals, etc.)?
• Is packaging eye appealing, complementary to product, portraying universal labeling, coded, priced?