Fill the gaps with one of the following gaps: promotes, unique, function, brand, colour and strategy.


Packaging Strategies

An important part of the product decision making process surrounds the packaging of the product. An effective packaging can contribute to the firm’s competitive advantage. Some points to consider when developing a packaging strategy include

1. Make sure the packaging is .

The packaging must stand out from the crowd and be different from your competitors.

2. Make sure it performs the required.

Part of the firms packaging strategy maybe to make the packaging a functional part of the product. Some drink cartons follow this strategy, Muller yogurts corner have a their packaging divided into two sections where consumers can mix yogurt and fruit as and when they choose. The packaging therefore encourages the consumer to interact with the product. If it is a food product, the packaging must also preserve the product for a period of time. The packaging must also be safe and tested to make sure consumers can safely use it. Many users give up using the product if the packaging of it makes it difficult for the consumer to access and use the product.

3. Make sure packaging your product and brand.

Packaging must be designed so it promotes the benefits of the product and promotes the product brand. The brand name must be clearly visible, and the benefits of the product clear for the consumer to see.

4. Make sure packaging is identifiable and reinforces the .

When the product sits on the shelf of the retailer the packaging must stand out and be identifiable by the consumer. The packaging of the product must reinforce not just the product brand but also the corporate brand. Will it follow a common scheme? Will fonts be similar to other products with the range? In essence does the packing have to follow the family brand strategy? This is really important as consumer who walk down an aisle of a shop recognise a product through its packaging strategy and will often pick up a product without double checking their purchase.



Although not a separate part of the marketing mix having a good packaging strategy is an essential part of the marketing strategy of a firm. A good strategy will comprise of the packaging being unique, functional, promotes the brand, reinforces the brand and is easily identifiable by the consumer.