To be known on the market, to exist for the consumers and to influence their behavior, to be positioned from competitors, to have a distinctive image, the organizations must realize an efficient marketing communication policy. Included in the large sphere of communication tools, package is, in the same time, an important tangible element of the product, and also, one of the most visible mean that is used by the organizations to communicate with the public. In the marketing approach, together with label, the package of agro-alimentary products has multiple functions. The goal of this paper is to show some of different aspects concerning the importance of package for marketing communication process.

agro-alimentary, marketing, communication, package, label