Reviews a paper on packaging design, to highlight the link between successful sales and marketing strategy and packaging.
Combines theory with case study to highlight the issues to consider in successful package design.
Here'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.
Explains how each link in the supply chain should think about packaging. Suggests areas for future research.
Opens a conversation on an under‐researched area in supply chain management and marketing strategy.
