Which of the following is a function of packaging?

A) Product Identification
B) Describe the Product and specify its contents
C) Product Protection
D) Providing information required by Law
E) Product Promotion

Choose the correct answer from the options given below.

(A), (C) and (E) only

The correct answer is option 3- (A), (C) and (E) only.

(A), (C) and (E) are functions of packaging.
(B) and (D) are functions of labeling.

Packaging refers to the act of designing and producing the container or wrapper of a product. Packaging performs a number of functions in the marketing of goods. Some of the important functions are as follows:

(i) Product Identification: Packaging greatly helps in identification of the products. For example, Colgate in red colour, or Ponds cream jar can be easily identified by its package.

(ii) Product Protection: Packaging protects the contents of a product from spoilage, breakage, leakage, pilferage, damage, climatic effect, etc. This kind of protection is required during storing, distribution and transportation of the product.

(iii) Facilitating Use of the Product: The size and shape of the package should be such that it should be convenient to open, handle and use for the consumers. Cosmetics, medicines and tubes of toothpastes are good examples of this.

(iv) Product Promotion: Packaging is also used for promotion purposes. A startling colour scheme photograph or typeface may be used to attract attention of the people at the point of purchase. Sometimes it may work even better than advertising. In self-service stores, this role of packaging becomes all the more important.