Growing Importance of Packaging
Packaging has always been an important aspect of the product offer, but today it’s carrying more of the promotional burden than in the past. Many products that were once sold by salespersons are now being sold in self-service outlets, and the package has been given more sales responsibility. The package must perform the following functions:
- Protect the goods inside, stand up under handling and storage, be tamperproof, deter theft, and yet be easy to open and use.
- Attract the buyer’s attention.
- Describe the contents and give information about the contents.
- Explain the benefits of the good inside.
- Provide information on warranties, warnings, and other consumer matters.
- Give some indication of price, value, and uses.
Packaging of services has been getting more attention recently. When combining goods or services into one package, it’s important not to include so much that the price gets too high. It’s best to work with customers to developed offers that meet their individual needs.
