Cosmetic Packaging: Silent Salesman in Self-Service Market

Ligade, Virendra S and Sreedhar, D and Manthan, J and Ajay, P and Pradeep, M and Udupa, N (2012) Cosmetic Packaging: Silent Salesman in Self-Service Market. The Pharma Review.

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Abstract

In the age of modern world, cosmetic field have a vast evolution than ever before. Cosmetics have developed in all dimensions. Every single day across the globe, consumers are experiencing new innovative cosmetic products. In the era of innovative cosmetic industry, the cosmetic packaging industry is not far behind. According to Philip Kotler, protection, convenience and economy are the three important traditional purposes attached to package. A quality and creative packaging helps to differentiate ones product from that of competitor’s product. Well-designed cosmetic packages can create accessibility and promotional value. Packaging of cosmetic product is considered one of the important marketing tools to promote the product. Further packaging of cosmetic product plays very decisive role in purchasing behavior of consumers. Cosmetic packaging can make or break a brand of the producer in the competitive and crowded market. Good packaging offers a huge opportunity to positively impact a brands’ image and instant differentiation of company image. Small pack sizes or small sachets have proved to be very widespread in the Indian cosmetic market as the concept offers lower purchase costs and make prospective buyer to instantly try a new product.

Item Type: Article
Uncontrolled Keywords: Cosmetics; Packaging; India.
Subjects: Pharmacy > MCOPS Manipal > Pharmacy Management
Depositing User: KMC Manipal
Date Deposited: 22 Nov 2012 09:36
Last Modified: 04 Nov 2016 15:14
URI: http://eprints.manipal.edu/id/eprint/77622

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