Management Notes

Reference Notes for Management

Packaging Policies and Strategies – Packaging | Principles of Marketing

Packaging Policies and Strategies
Packaging | Principles of Marketing
Management Notes

Packaging refers to the process of designing, evaluating, and producing packages for the purpose of preparing products for distribution, transport, warehousing, logistics , storage, sale, and end-use. Several alternative packaging policies and strategies are available to a company for the expansion of its business.Some of the widely accepted ones are as follows:

Packaging Policies and Strategies

a) Changing the package:

Marketers may change the package in case of two situations. First, when the sales decrease to combat with the decrease in sales and second to aid in the firm’s promotional programs.
For e.g change in packaging of Horlicks over the years.

b) Packaging the Product Line:

The marketer may decide to identical packaging for each product line and diverse packaging for diverse products or use identical packages fo all product categories.
For e.g. the packaging of the cosmetic product line.

c) Reuse Packaging:

The marketer may adopt reuse packaging, which can be used by the consumers for further purposes.
For e.g packaging of Bournvita, Horlicks, etc is done in a plastic container and after consumption, the container can be used to store other products.

d) Multiple packages:

Marketers often use multiple packaging strategies to store the same products because tests and surveys have proved that multiple packaging increases the total sales of a product. On the basis of the consumers’ purchasing power and their preference, products can be packaged in different sizes and weights.
For e.g. Coca-Cola is packaged in different sized bottles ranging from 200 ml to 2.25 liters.

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Features of Good Packaging

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