Packaging Policies and Strategies – Packaging | Principles of Marketing

packagPackaging Policies and Strategies
Packaging | Principles of Marketing
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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 one are as follows:

Packaging Policies and Strategies

  • Changing the package:
    Marketers may change the package in case of two situations.First ,when the sales decreases to combat with the decrease sales and second to aid in the firm’s promotional programs.
    For e.g change in packaging of Horlicks over the years.
  • Packaging the product Line:
    The marketer may decide to to identical packaging for each product line and diverse packaging for diverse products or use identical package fo all product categories.
    For e.g. the packaging of the cosmetic product line.
  • 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 the cosnsumption, the container can be used to store other products.
  • Multiple packages:
    Marketer often use multiple packaging strategy to store same products becaysetests and surveys have proved that multiple packaging increases total sales of a product.On the basis of the consumers’ purchasing power and their preference , products can be packaged in different sizes and weight.
    For e.g. Coca-Cola is packaged in different sized bottle ranging from 200 ml to 2.25 litres.

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