Plan: Introduction: Product Planning and Development Product Line Product Mix

8. Sales Promotion:
The use of package provides the product a prestige. Attractive package induces sales. Package provides an extra attraction to affluent buyers who may buy the product just to get its special package.

Characteristics of a Good Package:

The package to be effective should have the following characteristics:
1. Attract attention
2. Clean and sanitary
3. Establish identity
4. Develop and sustain interest
5. Convenient to handle
6. Enhance the image of the product
7. Instil itself in the memory of the consumer.

Factors involved in the Development of a Package:

The development of packaging is the sum total of the talents of the designer, the researcher, the technician, the advertising man, the marketing expert, the sales department and top management. The important factors or considerations involved in the development of a package are size, shape, colour, material, text and cost.
The size of a package should be handy and convenient. Identification of the product is accom­plished through the shape. Shape is also more a factor of convenience. The colour of a package should be such as to attract the eye of the purchaser. Packaging is intended to protect the product.
A protective package has to be made of metal which is widely used in packing medicines. Package should also act as a carrier of message. To suit this purpose, some special type of material may be used by a packager. The packager should also keep down the cost of packaging to the minimum.

Kinds of Packaging:

The following are the types of packaging:
1. Consumer Package:
It refers to the package which holds the required volume of product for household consumption. For example toothpaste.
2. Family Package:
T he different products of a particular company are packed in a uniform way. Application of the same material and method of packaging for all products is called family packaging. For example, Tata oil and Shampoo.