A

TERM PAPER
ON

“PRODUCT VISIBILITY”

Submitted in partial fulfillment for the award of

Degree of
Master of Business Administration
(2010-2012)

Department of Management Studies

Jai Narain Vyas University, Jodhpur

Under the supervision of: Submitted by:

Dr. Meeta Nihalani PreetiVarghese

Dept. of Management Studies MBA 1st Semester

 ACKNOWLEDGEMENT

With immense pleasure I would like to extend my sincere gratitude to my

supervisor Dr. (Mrs.) Meeeta Nihalani for her constant guidance and support
throughout this project..

I would also like to express my indebtedness and convey my sincere thanks and
gratitude to all those who have directly or indirectly helped and contributed
towards the completion of this project including all the respondents who
invested their valuable time in my study and my family and friends for their
valuable suggestions and cooperation.

Preeti Varghese

MBA 1st Semester

 DEPARTMENT OF MANAGEMENT STUDIES
JAI NARAIN VYAS UNIVERSITY
JODHPUR

CERTIFICATE

This is to certify that the term paper on

“PRODUCT VISIBILITY”
has been prepared by Ms. Preeti Varghese in the partial fulfillment of the
requirements for the award of degree M.B.A. This term paper has been prepared
under my guidance and supervision and is approved for submission. The student
has sincerely completed the Term Paper in our institute.

Date: Dr. (Mrs.) Meeta Nihalani

Place: Jodhpur Head Of The Department
Department of Management Studies
Jai Narain Vyas University, Jodhpur
 CHAPTER SCHEME

1. Introduction
• Abstract
• Aim

2. Overview Related To Product Visibiliy

• Prelude
• Importance of Packaging
• Functional Requirements

3. Research methodology
• Primary Data
• Secondary Data

4. Objectives
• Objectives of the study
• Hypothesis and Assumptions

5. Data Analysis and Findings

• Questionnaire

6. Product Specifications
• Parle
 • Sim Cards

7. Conclusion

8. References

9. Bibliography

‘To succeed in business it is

necessary to make others see
 things as you want themto
see.’
-John H. Patterson

Becoming visible is something

every small business strives to
do. Visibility is the principal
idea behind brand advertising
and promotion.

INTRODUCTION

Abstract

Product visibility is a function of persistence, precision and repetition - Your message needs
to be heard repeatedly to rise above the background noise of daily business. Whether you're
planning a product launch, rollout or reintroduction, The Product Visibility
Package provides a full spectrum of awareness and lead-generation services. The
combination of advertising and independent analyst content gives a well balanced
perspective on your products features and benefits.

The Product Visibility Package gets your product's story before a focused, receptive
audience of qualified users and buyers. It has been tailored to generate visibility, impact
and leads for a sustained period of time.

In todays competitive environment the role of packaging has changed due to the change in
consumers’ lifestyle. Firms’ interest in packaging as a marketing tool for sales promotion is
growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive
buying behavior, increasing market share and reducing promotional costs.
According to Rundh (2005) package attracts consumer’s attention to particular brand,
enhances its image, and influences consumer’s perceptions about product. Also package
imparts unique value to products, works as a tool for differentiation, i.e. helps consumers to
choose the product from wide range of similar products, and stimulates customers buying
behavior. Thus package performs an important role in marketing communications and could
be treated as one of the most important factors influencing consumer’s purchase decision. In
this context, seeking to maximize the effectiveness of package in a buying place, the
researches of package, its elements and their impact on consumer’s buying behavior became a
relevant issue.

The aim of this paper – basing on theoretical analysis of package elements and their
impact on consumer‘s purchase decision empirically reveal the elements having the
ultimate effect on consumer choice in a case of different products.

Kotler defines packaging as "all the activities of designing and producing the container for a
product." Packaging can be defined as the wrapping material around a consumer item that
serves to contain, identify, describe, protect, display, promote, and otherwise make the
product marketable and keep it clean. Packaging is the outer wrapping of a product. It is the
intended purpose of the packaging to make a product readily sellable as well as to protect it
against damage and prevent it from deterioration while storing. Furthermore the packaging is
often the most relevant element of a trademark and conduces to advertising or
communication. "
Package attracts consumer’s attention to particular brand, enhances its image, and influences
consumer’sperceptions about product. Also package imparts unique value to products.

“With modern retail, these finer nuances would ultimately differentiate your product from
your competitor,” Subodh Varma, vice-chairman, Usha Shriram Enterprises told Business
Standard.

Packaging refers to all materials and products used for the containment, protection, handling,
delivery and presentation of goods from the producer to the end-user.

Aim

Thousands of new products are introduced every year, more than 15,000 to be exact. How can
the product compete, not only with the established brands but with the plethora of new
products that are being introduced? The answer of course is THE PRODUCT VISIBILTY
AND ITS PACKAGING. The right packaging with the right message will rise above the
competitive landscape. What compels us to look at a new product? What drew us to pick it up
and take a closer look? Our answer may be different from others but the message is the same.
Evaluating or developing product visibility or packaging with the consumer in mind is our
first step in creating a package that markets all the products attributes.

The aim of this thesis is to get the study to point towards the role of packaging on consumer
buying behavior. The basic purpose behind it is to find out what are the factors that leads to
the success of packaging as a marketing tool. According to this research I have tried to find
the positive relationship between independent variable and dependent variables. The research
is based on the consumer buying behavior which is affected by product visibility and
packaging of the product. Packaging elements like colour, background image, packaging
material, font style, design of wrapper, printed information and innovations are taken as
predictors. Due to increasing self-service and changing consumers’ lifestyle, an interest in
packaging as a tool of sales promotion and stimulator of impulsive buying behavior is
growing increasingly. So packaging performs an important role in marketing communications,
especially in the area of sales and could be treated as one of the most important factors
influencing consumer’s purchase decision. Taking into consideration that packaging could be
treated as a set of various elements communicating different messages to a consumer; the
research model has been developed and tested in order to reveal impact of visual and verbal
package elements on consumer’s purchase decisions.

The significance of packaging also has come to be increasingly recognized in export as well
as in marketing of a wide range of consumer goods and industrial products within the country.
The volume of exports depends not only on the quantity of the production and prices, but also
to a substantial extends on the standards of packaging adopted for the products. Goods
damaged in transit or arriving at the destination in an unacceptable condition tarnishes the
reputation of the manufacturer as well as the country as a whole, besides colossal wastage of
scarce economic resources. Further, packaging has a crucial role to play in fetching higher
unit values for our consumer goods (like tea and cashew) through the substitution of the bulk
packs by consumer packs. In the recent past, packaging has been increasingly recognized as a
significant factor in the nations export promotion effort. Effort should be there to understand
the importance of packaging there by to avoid the loss and damage cost incurred during
transport and delivery. Keeping in mind that a conscious effort on the part of marketing
managers can increase the volume of sales and there by improving the reputation of the
product and the organisation.

Packaging refers to all materials and products used for the containment, protection, handling,
delivery and presentation of goods from the producer to the end-user. Technological
advancements and customer outlook have been the driving force behind the change in
packaging style of products in the recent past.

Further study will be conducted by taking examples of some major products such as Frooti,
Appy fizz and Sim cards.

OVERVIEW RELATED TO PRODUCT VISIBILITY

Prelude
In some retail contexts, higher inventories not only improve service levels, but also stimulate
demand by serving as a promotional tool (e.g., by increasing product visinility). Motivated by
a building-products retailer's practice of stocking large quantities of products to stimulate
demand, we study inventory management policies when demand is uncertain but increases
with stocking quantity. For general inventory-dependent demand distributions, we
characterize the profit-maximizing policy for a stochastic inventory model that extends the
classical newsvendor setting. We contrast this integrated policy with two functionally-
oriented approaches - a demand-driven policy that might represent marketing managers' view
of inventories as a means for promoting products, and a critical fractile policy that reflects the
traditional inventory management tradeoff between the costs of overage and lost sales. Our
analysis provides insights regarding the structure of the optimal policy, and its relationship to
the functional viewpoints. We prove that the optimal stocking quantity always exceeds the
critical fractile solution, and can even exceed the demand-driven stocking quantity. Our
analysis further shows that the functional orientations are complementary, with one policy
performing well when the other fares poorly. By synthesizing the two functional approaches,
the optimal stocking policy can achieve considerably higher profits than either functional
policy. We also address the problem of jointly optimizing price and stocking quantity for
demand-stimulating inventories by considering two alternative models for incorporating the
dependence of demand on price - a distribution-lifting model and a multiplicative model. We
show that the models permit sequential optimization of the price and stocking quantity
decisions, and that ignoring demand stimulation results in a less-than-optimal stocking
quantity.There is an impact of visual and verbal elements ofpackage on consumer’s purchase
decision

Understanding the complexities of how a package reaches out to a consumer is one of the
most important things to understand and in a wider ter mis known as product visibility.
Communicating that message on product packaging is a time consuming and difficult
challenge. The answer derives from understanding what the consumer wants from their
product packaging.

We are intrigued enough by whatever ever that made us pick up the product and take a closer
look. That's half the battle won because the product will never sell if someone doesn't pick it
up in the first place.This can be only achieved by an efficient means of product visibility. It's
the one doing the work marketing what's inside to the customer. That's what you need to drill
in your brain about your package - why buy me??

Evaluating or developing product packaging with the consumer in mind is your first step in
creating a package that markets all the products attributes.The "consumer connection" is what
you are trying to create who is the ultimate decision maker.Amid a market lull and rising
inflation, ‘packaging’ is used as a significant marketing tool to draw the attention of
customers.Attractive packaging of products seems to create superior mind share amongst the
target audience and hence is regarded as an integral part of the business.Currently, majority of
the companies outsource their packaging requirements. But according to industry experts this
will not be the case in future. According to them, there are many companies which at present
have dedicated department for the same and are also taking assistance of qualified
professionals to help them cater their target groups.

According to Lovy Khosla, Managing Director, Elvy Lifestyle, companies and retailers are
working more closely than ever to create products designed for contemporary lifestyles, based
on the latest technology.This has resulted in an explosion in the market, a market in which
packaging is playing an increasingly important role.

Technological advancements and customer outlook have been the driving force behind the
change in packaging style of products in the recent past.“It is the change in consumer outlook
towards the product and the impact of packaging on his decision that has largely driven the
change”.Speaking in agreement Khosla informed that apart from the market demand that
plays the major role, environment friendly organisations have also started demanding
environment friendly packaging materials.

Packaging is now generally regarded as an essential component of our modern life style and
the way business is organized. Packaging is the enclosing of a physical object, typically a
product that will be offered for sale. It is the process of preparing items of equipment for
transportation and storage and which embraces preservation, identification and packaging of
products. Packaging is an important part of the branding process as it plays a role in
communicating the image and identity of a company.

Importance Of Packaging

Some of the major significance of packaging can be detailed as follows:

* Can make a product more convenient to use or store, easier to identify or promote or to
send out a message.

* Can make the important difference to a marketing strategy by meeting customers' needs
better.

* Packaging plays a key role in brand promotion and management. Packaging is of great
importance in the final choice the consumer will make, because it directly involves
convenience, appeal, information and branding.

* The paramount concern of packaging is the reachability of the product without any damage.
No matter where and how the products are transported or shipped, they arrive at the
customer's door in working condition without need of repair or adjustment.

* Packaging is especially important in certain industry where future sales may be based
largely on the quality, integrity and performance of a company's previous delivery.

Functional Requirements

1. Protection and preservation : A basic function of package is to protect and preserve the
contents during transit from the manufacturer to the ultimate consumer. It is the protection
during transport and distribution; From climatic effects (heat and cold, moisture, vapour,
drying atmospheres); from hazardous substances and contaminants; and from infestation.
Protection is required against transportation hazards spillage, dirt, ingress and egress of
moisture, insect infection, contamination by foreign material, tampering pilferage etc. A
package should preserve the contents in 'Factory Fresh' condition during the period of storage
and transportation, ensuring protection from bacteriological attacks, chemical reaction etc.

2. Containment : Most products must be contained before they can be moved from one place
to another. To function successfully, the package must contain the product. This containment
function of packaging makes a huge contribution to protecting the environment. A better
packaging help to maintain the quality of the product and reachability of the product in the
consumer's hand without spillages It gives better image to the organisation.

3. Communication : A major function of packaging is the communication of the product. A

package must communicate what it sells. When international trade is involved and different
languages are spoken, the use of unambiguous, readily understood symbols on the distribution
package is essential. It is the interest further that to get appropriate communication to the
consumer about the product, how to use it and other utility informations. Packaging protects
the interests of consumers. Information includes: quantity; price; inventory levels; lot number;
distribution routes; size; elapsed time since packaging; colour; and merchandising and
premium data.Pictures on packages are emphasized to attract attention, particularly when
consumers are not very familiar with the brandsColors and shapes are important elements
ofmarketing strategies, and they are both essential features of packages, especially inproduct
labels. Labels are one of the most important features of product packaging, andthey are
designed to communicate a message.

RESEARCH METHODOLOGY

• Primary data
Primary data will be collected by using survey method; people will be interviewed
for the sake of getting information regarding green issues through structured questionnaire

Sample size
 Appropriate

Sample design
People of all segments with different age groups.

Area of research
Jodhpur

Sampling technique
Random

• Secondary data
These sources contain data, which have been collected and compiled for detailed study
of the topic. The secondary data was collected from various books, reports, articles,
websites and other sources.

OBJECTIVES

Objectives of the Study

• The main objective of my study is to conduct a detailed analysis as to how packaging

and product visibility enhances the marketing of certain products.
• My project also focuses on the strategies adopted in the area of marketing and
advertising regarding their packaging and marketing tool.
 • I have also tried to analyze the product visibility and packaging schemes regarding
some main products such as Frooti, Appy fizz and some Sim cards.

Hypothesis and Assumptions

• Product visibility and packaging does play an important role in marketing.

• Product visibility is a key factor in attracting attention of the consumers.
• Products such as Frooti, Appy fizz and various Sim cards have their own distinguished
style of product visibility.

DATA ANALYSIS AND FINDINGS

Product visibility works as a tool for differentiation, i.e. helps consumers to choose the product
from wide range of similarproducts, stimulates customers buying behavior (Wells, Farley &
Armstrong, 2007). Thuspackage performs an important role in marketing communications and
could be treated asone of the most important factors influencing consumer’s purchase of
package, itselements and their impact on consumer’s buying behavior became a relevant issue.
Hebasing on theoretical analysis of package elements and their impact on consumer‘spurchase
decision empirically reveal the elements having the ultimate effect on consumerchoice.
This paper focuses on existing practice of branding, packaging andlabeling of new products in
consumer product manufacturing units. The study method wasDescriptive presentation of facts
collected through questionnaire survey concerned withdifferent section of consumer new
products (soap, biscuit, noodles, cigarettes andThe study furtherinvestigates thenew consumer
product packaging andlabeling statusin manufacturing units. They are aware about the value of
packaging and labeling.Majority of the consumer products 84.37% (27 out of 32 responses) are
using productlabel as a simple tag attached to the product or an elaborately designed graphic
that is partof the package.

Furthermore, packages are claimed to attract attention when their appearances are not typical
within a product class. In otherwords, past research has discovered that deviating packages
attract attention. Otherstudies show that deviating package colors and shapes attract attention.
Pictures on packages attract attention particularly in cases when consumers are less familiar
with a brand. Also single package signs as colors, brandnames and materials convey
brandmeaning.

Questionnaire

A structured questionnaire has been used to collect data whereby it wasserved as primary data to

answer the research questions and objectives planning to findout the factors that plays a vital role

about consumers perception towards product visibility and their packaging. Social influence,

personality/believe, culture, and the economy are the factors influence consumers’ perception on

piracy thereby supporting out dependent variable. Social influence would include susceptibility too

which means an individual might purchase a product merely because his/ her friend or family

members bought the product and introduced it to them.

Following questionnaire was prepared for collecting the response of consumers on product
visibility and packaging.
Q1: Does the packaging of any special product or brand attracts you?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 26 26
Agree 63 63
Neutral 11 11
Disagree 0 0
Strongly Disagree 0 0
100

Q2: Is packaging attractive and influence your buying decisions?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 10 10
Agree 22 22
Neutral 54 54
Disagree 12 12
Strongly Disagree 2 2
100
Q3: Do you think the products offered by leading brands are always
better in their packaging?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 11 11
Agree 86 86
Neutral 0 0
Disagree 3 3
Strongly Disagree 0 0
100
Q4: Do you think the products offered by leading brands are always
more easily visible in shops?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 27 27
Agree 54 54
Neutral 0 0
Disagree 19 19
Strongly Disagree 0 0
100

Q5: Do you think colours play an important role in packaging?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 57 57
Agree 33 33
Neutral 10 10
Disagree 0 0
Strongly Disagree 0 0
100
Q6: Do you think that colourful road side banners and hoardings influence your buying
decisions?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 0 0
Agree 57 57
Neutral 22 22
Disagree 11 11
Strongly Disagree 10 10
100
Q7: Do you go for buying the products of these hoardings and banners?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 0 0
Agree 19 19
Neutral 60 60
Disagree 18 18
Strongly Disagree 3 3
100

Q8 Will you like to pay extra amount for a well an attractively packed product?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 0 0
Agree 14 14
Neutral 25 25
Disagree 61 61
Strongly Disagree 0 0
100
Q9: Do you prefer buying products that are easily visible in the market because of their
attractive packaging?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 0 0
Agree 46 46
Neutral 32 32
Disagree 22 22
Strongly Disagree 0 0
100
Q10: Do you think that packaging should be environment friendly?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 94 94
Agree 5 5
Neutral 1 1
Disagree 0 0
Strongly Disagree 0 0
100

Q11: Can packaging improve the quality of product?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 11 11
Agree 18 18
Neutral 41 41
Disagree 30 30
Strongly Disagree 0 0
100
Q12: Can the quality of packaging help save the product?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 49 49
Agree 31 31
Neutral 12 12
Disagree 0 0
Strongly Disagree 8 8
100

Q13: Are you forced to buy certain products that get in the hands of
 kids from the outside racks kept in market?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 0 0
Agree 39 39
Neutral 51 51
Disagree 10 10
Strongly Disagree 0 0
100

Q14: Do you think that there is a thought process undergone before deciding the
packaging of a certain product?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 57 57
Agree 32 32
Neutral 11 11
Disagree 0 0
Strongly Disagree 0 0
100
Q15: Will you change the brand of your product if the new one is more
visible in the market?

OPTIONS RESPONDENTS PERCENTAGE

Strongly Agree 18 18
Agree 25 25
Neutral 23 23
Disagree 34 34
Strongly Disagree 0 0
100
 PRODUCT SPECIFICATIONS

Parle

Parle Agro is an Indian company in the beverages industry and has brands like Frooti,
consistent winner of India's fruit beverage brand, Appy, Appy Fizz and packaged drinking
water, Bailley.

A pioneer in the Indian industry, Parle Agro is associated with many firsts. They were the first
to introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to
introduce fruit drinks in PET bottles.

Recent beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In
2009, Parle Agro forayed into snacks with the launch of Hippo, in line with the company’s
vision of becoming a major player in the foods and beverages industry.
Frooti: It was the first product that was rolled out of Parle Agro in 1985. It went on to become
India’s favourite mango drink. It still has a leading market share. Mr. Prakash Chauhan is the
Executive Chairman of Parle Agro who launched it as a mango drink. Frooti is the first
beverage to be launched in tetra packaging in India. Frooti is India’s favorite Mango drink and
is ranked amongst the most trusted brands in numerous national surveys.It is a product that
has always caught hold of the consumer’s eye with its attractive packaginag and th bright
yellow colour. The flip top packaging, splashy graphics, signature green@orange colour.

Mango Frooti has been in the market since 1985. Since then, it has undergone several changes
such as in the colour of packaging. Also, it is now available in different shapes and sizes such
as triangular tetrapack, slim tetrapack and PET bottles. These changes were initiated to
enhance the brand image, to improve visibility and placement at retail outlets. Nadia said,
“With modern retail growing, packaging has become very important.”

The company has drawn inspiration from emoticons to createand print different
‘mangoticons’ across its Frooti packages. For instance, the company is offering a Frooti devil
pack or a Frooti cupid pack among others. “There has been a constant effort to evolve Frooti
as a contemporary youth brand. With the mango drink market becoming very active with
other players, it is important to keep consumer engagement at a high level. These initiatives
bring newness to the brand while the taste of Frooti continues to remain the same,” said Nadia
Chauhan, joint managing director of Parle Agro.
Appy: AppyClassic was launched in 1986 as an apple nectar and originally available in a
white tetra pack with an apple and leaf graphic, today it comes in black tetra packaging. Appy
remains the first apple nectar to be launched in India.Appy Fizz was launched in 2005.It is
India’s first sparkling apple drink available in a champagne shaped PET bottle. Considered
the ‘Champagne’ of Fruit drinks, Appy Fizz is a one of a kind product in the beverage market
Recently, Appy Fizz has been given a makeover in terms of a new packaging.Parle Agro has
made a large investment in all its manufacturing units to enhance the premium look of the
champagne-shaped Appy Fizz PET bottle, which gives the beverage its sparkling youthful
appeal. Take a closer look at the bottle and you realize that a lot has indeed changed. The new
packaging, true to Appy Fizz’s character, is filled with fun stuff – facts, trivia, and an
invitation to his online pad. “Bold, unrestrained, unabashed and cool that should sum up the
look we have created for Appy Fizz. It pretty much mirrors the youth values today” says Raj
Kurup.Speaking about the kind of detailing in the new packaging, Nadia Chauhan says, “It’s
about engaging the consumer at the first point of contact and engineering the right kind of
start to the relationship”.

Sim cards

Idea: It has an attractive flouroscent yellow color that catches the attention of our eyes very
quickly and can also make out the same from far distances.This increase the product visibility
of the idea sim.
Airtel : Airtel is the world's fifth largest telecommunication company and has more than 150
million users in India, 40 million in Africa and another 10 million in Bangladesh and Sri
Lanka.In November 2010, Airtel said its subscriber base has crossed the 200 million mark and
unveiled a new logo to mark the achievement.The earlier symbol of airtel used capital letters
which showed dominance. And so they wanted to go with something more subtle that can
reach out to the masses in a more better way.

And so they went on for a new logo as shown below. It is a modern representation of the letter
'a' on a bright red background. The unique symbol is an interpretation of the ‘a’ in airtel.The
curved shape & the gentle highlights on the red color make it warm & inviting, almost as if it
were a living object. The logo represents a dynamic force of unparalleled energy that brings
us and our customers closer," it added.The “unboxed” having been freed of its rigid
boundaries. And these are the pointers that made it stood out frm all the other competitors and
made it more visible in the market.

Old Logo
 New Logo

Similarly there are other sim cards too such as VODAFONE, DOCOMO, AIRCEL whose
product visibility attracts the consumer towards them in the market. A common feature
amongst all of them is the colour “RED”. The color Red is part of our heritage. It is the color
of energy & passion that expresses the dynamism The colour red has the highest wavelength
and so is easily visible from a far off distance too. And thus each product has a huge thought
procees undergone for its product visibility in the market.
 CONCLUSION

Product visibility is one of the most valuable tool in today’s marketing communications,
necessitating more detail analysis of its elements and an impact of those elements on
consumer’s buying behavior.The impact of packaging and its elements on consumer’s
purchasing decision is quite evident.It has become the biggest marketing tool in todays world.In
orde to catch hold of consumer’s behaviour a product must make itself visible in the market.
And in this purpose packaging also plays an important role.

The significance of packaging has come to be increasingly recognized in export as well as in

marketing of a wide range of consumer goods and industrial products within the country. The
volume of exports depends not only on the quantity of the production and prices, but also to a
substantial extends on the standards of packaging adopted for the products. Goods damaged in
transit or arriving at the destination in an unacceptable condition tarnishes the reputation of
the manufacturer as well as the country as a whole, besides colossal wastage of scarce
economic resources. Further, packaging has a crucial role to play in the fetching higher unit
values for our consumer goods (like tea and cashew) through the substitution of the bulk
packs by consumer packs. In the recent past packaging has been increasingly recognized as a
significant factor in the nations export promotion effort. Effort should be there to understand
the importance of packaging there by to avoid the loss and damage cost incurred during
transport and delivery. Keep in mind that a conscious effort on the part of marketing managers
can increase the volume of sales and there by improve the reputation of the product and
organization.

Thus,we can very evidently and confidently conclude that it is the eye catchy effect of a
product that creates an everlasting impression on the consumers.And so we should agree to
this point that product visibility is an important emergin factor in the marketing field which
can influence the consumer’s buying decision at a large scale and will always be considered
as an important marketing tool thereby being taken care of very effectively.

REFERENCES
1. Bell, J. (2001) 'Redesigning new product packaging takes scientific approach', in
Columbus Business Post.
2. Cavusgil, S.T., (1993), "Preparing for export Marketing", International Forum, Vol.2. pp.
16-19.
3. Cooper, A. (1979) 'Packaging is more than a marketing tool', in Graphics World Oct pp.42-
47.
4. Fairley, M. (1987) 'Labelling Leads', in Graphics World Mar-Apr pp.38-41.
5. Guise, B. (1977) 'Supermarket packaging', in Graphics World Dec 77- Jan 78 pp.48-50.
6. Guise, B. (1979) 'Selling the pack', in Graphics World June pp.53-54.
7. Indian Institute of Packaging: Information Materials (1998).
8. Bubley packaging research.
9. Keller, K. L. (2003). Strategic brand management: Building, measuring and managing
brand equity, 2nd ed, Englewood Cliffs, NJ: Prentice-Hall.
10. Kotler, Ph. (2003) Marketing management, 9th ed. Upper Saddle River: Prentice-Hall.
11. Kotler Philip (1999) Marketi (Underwood, Klein & Burke, 2001
12. Silayoi & Speece, (2004) Management: Millennium Edition (Wells, Farley &Armstrong,
2007), July.

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