ABSTRACT
Creating and delivering value to the target market is a core aspect of 21st-century marketing. In fact contemporary marketing has also taken this further to accentuate the notion of value co-creation between the customer and marketers in such a way that indicates a paradigm shift in marketing. One of the marketing stimuli closely related to managing product in small and medium-sized enterprises is packaging. Packaging plays several important roles in marketing transactions but can be broadly categorised as functional roles and commercial roles. The term product life cycle is very popular in the mainstream marketing literature. The American Marketing Association defines a brand as ‘a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors’.
