Packaging is an important ingredient in the Product Mix because of following: 

1. Convenience: Packaging adds to the convenience to the product. It becomes convenient for handling; transporting and storing e.g. medicines are packed in small packets. 

2. Branding: A specific packaging becomes a part of a brand. A product gets identification due to packaging e.g. Nirma washing powder has a picture of dancing girl, Tata salt have Tata salt written on its pack. 

3. Conveys information: Various details about the product like quantity, expiry date, date of manufacture, procedure of using, etc. are conveyed to the customers for providing better value to the product.

4. Eye-catchy: A beautiful pack and attractive design of the pack is always eye-catchy. It attracts the customers e.g. perfumes are normally packed in beautifully moulded bottles.

(5) Protection: Suitable packaging provides protection to the product. It improves its shelf-life and maintains its quality for some stipulated time.