The basic role is to carry the goods safely through a distribution system to the customer. The package must do the following:
Identify the product,
Contain and protect the product,
Contribute to physical distribution efficiency
For consumer products, the package may also be an important part of the marketing program. The package serves as a means of identifying the product in a way not possible from its outward appearance. The package must be robust enough to protect and contain the product through all phases of distribution.