Packaging power: The effects of package design throughout the supply chain

Abstract

Purpose

Reviews a paper on packaging design, to highlight the link between successful sales and marketing strategy and packaging.

Design/methodology/approach

Combines theory with case study to highlight the issues to consider in successful package design.

Findings

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.

Practical implications

Explains how each link in the supply chain should think about packaging. Suggests areas for future research.

Originality/value

Opens a conversation on an under‐researched area in supply chain management and marketing strategy.

Citation

(2010), "Packaging power: The effects of package design throughout the supply chain", Strategic Direction, Vol. 26 No. 5, pp. 10-11. https://doi.org/10.1108/02580541011035393