Product Strategy Branding & Packaging


The first thing a customer usually notices about a product is its packaging. If the product is placed next to several other items similar in function, then the packaging proves even more critical for a product’s success. Consider these strategies when branding and packaging a product.

Target the Appropriate Demographic

Think of the cereal aisle at the grocery store. Some cereals are clearly targeted towards children. Others target adults. You can garner this information not by the taste of the cereal, but by the way the box looks.

Think of who your audience is for your product, and make a package with branding that reflects that group. College students may not respond well to Saturday morning cartoon characters, just as children may not understand the appeal of an item endorsed by an MTV celebrity. Use colors, pictures, shapes and fonts that are pleasing to your audience. For example, explains that tweens like packages with bright colors that are playful. Research your demographic and create an image based on their preferences.

Consider Costs

Packaging can cut into a company’s profits. While packaging and branding can determine if a consumer buys the products, packaging can also escalate costs. When picking materials, The Business Development Advisory Company offers a few tips: assess the needs of the product. If you can skip the extra box that encases perfume without it shattering in shipment, do so. If painting an extra heart on a box adds hundreds of dollars, go without. Similarly, look to other materials that perform the same function with the same look. Check other suppliers to see if they offer the same material at a lower price. For additional tips, see References.

Use Eco-friendly Packaging

Research from "Environmental Leader" magazine indicates that consumers care about sustainability, and their purchases reflect this reality. Going green with your product line can grab some of this market share. Tout your social responsibility on the packaging: consumers who pick up the product to analyze its contents might be swayed by your conscience.

Using eco-friendly packaging also circumvents any legal difficulties that might come down the pipeline. The European Union is cracking down on companies who package their products in non-recyclable material. The United States may follow suit: if so, a company must endure legal ramifications for lack of compliance. Both legal and switching costs can be high for a company. Avoid the hassle and savor the increased market share by using eco-friendly, sustainable materials for your packaging.

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