Packaging power

Abstract

PurposeReviews a paper on packaging design, to highlight the link between successful sales and marketing strategy and packaging.Design/methodology/approachCombines theory with case study to highlight the issues to consider in successful package design.FindingsHere's an interesting fact for marketeers. A 2005 study conducted by the Paperboard Packaging Alliance showed that in the minds of consumers, product and package are one and the same. Whatever a package says to a shopper – through words, graphics, material, size – is exactly what its contents become, be they a bottle of perfume or a bottle of milk. An interesting fact for distributors: choosing the right size and material for your packaging could cut your logistical costs considerably. Wherever you are in the supply chain, your department needs to think hard about packaging: an under discussed but increasingly important factor in commercial success.Practical implicationsExplains how each link in the supply chain should think about packaging. Suggests areas for future research.Originality/valueOpens a conversation on an under‐researched area in supply chain management and marketing strategy.