Innovation is the lifeblood of a brand. The entire business history is testimony to the fact that the brands which have consistently strived to create additional value for customers through innovative strategies have been able to build strong bonds with the customers. Innovations in any aspect of a business have the potential to enhance the customer value proposition and hence the brand value. This article looks at innovations in one such business aspectpackaging and delves into the history of some leading Indian brands to understand how changes initiated in packaging have helped companies in providing better customer value.

Most marketing authors as well as practitioners have treated "packaging" as a part of the product strategy. In fact, earlier the role of packaging function was considered as a designing and producing a package that ensures safe transportation and delivery of the product. But over the past few years, marketers are increasingly beginning to treat packaging as a strategic decision that can have a significant impact on the product. Better packaging can improve the product image, help reposition it, or take on the competition in a niche area. Well-designed packages offer greater convenience for customers and promotional value for producers. Packages are often referred to as five-second commercials1.

Popular texts, including classify packaging into three levels viz., primary packaging, secondary packaging and shipping packaging. The bottle in which the popular brand of malt whiskey `Peter Scott' comes is an example of primary packaging. The cardboard box in which each bottle of `Peter Scott' comes is a secondary pack and the carton box in which 6 or 12 such boxes are put is a shipping pack.

Marketing Strategy, Advertising, Market Research, Brand Management, Services Marketing, CRM, Retailing, E-Marketing, Sales Management, Innovation, brand, innovative strategies, customers, business, customer value proposition, brand value, aspect packaging, Indian brands, packaging, customer value.