A lot of people think that packaging just exists to protect or transport the goods contained within them
But when you have a product that works and fulfils customers needs the packaging can be one of the most important bits of marketing you can think about in your marketing planning.
Think about apple as Steve Jobs worked to restore it’s fortunes it moved away from the ‘normal’ way of packaging consumer electronic products in boring brown cardboard with polystyrene to keep it safe to packaging that wouldn’t have looked out of place containing luxury jewellery – this helped position the brand in the luxury category rather than the consumer goods.
The key to this is that the packaging along with other elements of how you display the packing can tell an important part of the story of your product or service.
You need to make sure your packing is aligned with the positioning of your product.
Have an no frills product, don’t waste money on expensive packaging.
At the same time though if you’ve an expensive product – don’t skimp on the packaging.
The one caveat around this is no matter the positioning you need to make sure you aren’t putting the cart before the horse:
“If dogs don’t like your dog food, the packaging doesn’t matter.” — Stephen Denny
You need to make sure you get the product or service right first before you even start worrying about how it will be packaged.
Would the fancy box for the iPhone have mattered if the product inside hadn’t worked so seamlessly or if it had been poorly manufactured?
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