Ms-Tique Corporation must introduce aerosol packaging because it has
             distinct advantages when compared with tube packaging. For one it has
             already entered the market which means competitors have taken a step into
             this direction and Ms-Tique might be felt behind if it fails to capture
             this market. Secondly, it has also been noticed that aerosol cans are more
             convenient and since demand for this brand is high, the company need not
             worry about the impact of new packaging on sales. A popular British
             magazine Soap Perfumery & Cosmetics (1996) shows that aerosol cans are
             "The aerosol remains a firm favorite with consumers and is often a vehicle
             for sophisticated design. For manufacturers it is a cost-competitive
             product, standardized on a limited range of heights and diameters. Public
             relations manager at the British Aerosol Manufacturers' Association (BAMA),
             Sarah Ross says: "People are buying more and more. Aerosols are convenient,
             effective and offer consistent performance.""
             Sales will only increase and if not, they would remain the same and
             certainly not decrease. Customers would appreciate a step into the
             direction of modernization and consumer convenience. Shaving creams users
             have enthusiastically embraced aerosol cans introduced by other firms and
             Ms-Tique is likely capture an even bigger market share once it enters the
             aerosol can section provided it keeps its manufacturing costs down. Aerosol
             cans will also help Ms-Tique meet additional demand and may also eliminate
             the need for tube gels once the aerosol can sale gains momentum.
             We must remember that packaging plays an important role and it has two
             distinct functions to perform: After all, packaging, says Davis, has to
             perform a dual role: "It has to be attractive to the consumer and
             communicate the right brand messages, but at the same time it has to be
             functional. It must carry and protect the product and be easy to fill ...