Q&A - Where does packaging fit into the marketing mix?

Packaging is sometimes known as the “fifth P” in the marketing mix. It is closely associated with product because it is in what most goods are delivered to the customer.

The main purposes of packaging are to:

• Protect the product on its journey from the manufacturer and warehouse to retailer and then to customer (who might use the packaging for storage e.g. jam jar)

• Promote the product by communicating information about the product

Packaging also contains key details on usage/storage and safety (most products need to comply with packaging legislation).