Abstract :
Packaging performs a central role as a medium in the marketing mix. It not only specifies the character of new products, but also acts as a tool to create shelf impact. Packaging showcases the level of creativity, innovation that has gone into manufacturing the product. This study is an attempt to explore and establish various options available for the packaging and branding of carpets/rugs. A two stage research was conducted. First stage was the normative approach of conducting a focus group discussion, involving skilled and veteran artist s along with participants from middle management. A structured survey, on the basis of the conclusion of the focus group discussion, was conducted among the workers doing the packaging of the end product. The focus of the study was on identifying high quality packaging options to showcase the exclusivity of the product and enhance the durability for shipping and freight.
Keyword :
Keywords: Packaging, marketing mix, tufted carpets, hand woven carpets, flat weave, hand loom