Product Presentation -II

PACKAGING
The method of product presentation is as important as the product presentation and packaging forms a critical part of this presentation.
Given this importance, it is essential that buyers are involved in the development and management of a products packaging. This involves 3 key stages
1. Identifying the purpose of the packaging
2. packaging policy if any of the company
3. the development process.
1. Purpose of Packaging
In a retail environment, packaging serves several purposes . These can be outlined  as

• protection of the product - both in the store as well as in transit
• communicate the brand and product specifications and benefits
• enhance the product
• attract the customer

For packaging to be effective and purposeful, the above criteria should be met
2. Packaging Policy
Packaging policy is normally a reflection of the buying strategy of a company. The approach to packaging could reflect the strategy of convenience, ease of purchase and speed. This is what one would find in a chain of convenience stores that would sell packaged products that are easy for the customer to pick up. Alternately , packaging could also reflect the strategy of service, premium products and quality.. It is important to remember that 'The packaging needs of each product should be identified at the development stage so that the cost of packaging can be taken into account and the style developed in time for the product launch'

Will take up Development of Packaging in my next post.