From the managerial point of view, in order for packaging to suitably develop its functions, the structural and graphic design of the packaging and even the optimum size of the pack will be subject to market research undertaken by the company and the positioning that the company wants the product to occupy in the market (Ivañez Gimeno, 2000). So, packaging is, without doubt, specifically related to the strategic decisions of the marketing mix (Underwood, 2003) and, therefore, to positioning decisions.