Developing A Packaging Strategy

To achieve maximum efficiency when it comes to your packaging strategies, it’s never enough to operate with a day-to-day mindset.  Engaging a short-term goal mentality will only help with the daily tasks and meeting project goals. However, the trend in 2018 was to take a more proactive approach to realize long-term organizational success. This allowed companies to achieve the efficiencies that were expected, and had a lasting impact on the bottom line, and the growth of many companies. This trend is continuing into 2019.

Developing a packaging strategy is one key to the success of any type of manufacturing. As an internal department, the packaging operation needs to support the goals and expectations of the overall strategy outlined by management.  For example, if one of the paramount marketing strategies of your company makes sustainability a top priority, then the expectation is that the packaging department will develop systems that consider the environmental impact of the packaging development process.Packaging Strategy

Redesigning your packaging for marketing purposes is important, but it’s only one piece of the puzzle. Sustainability, profitability, and efficiency are just some of the important focus areas of many companies. However, with many variables developing a packaging strategy takes time and work.

To begin with, it’s important to learn as much as possible about the current and future state of your particular industry, and how it’s operating. Analysis is especially important, as it helps in planning not only for the present, but the best strategy considers the future of your company and industry.

Industry information, coupled with organizational goals and other motivators, should give you a complete and thorough understanding of your companies’ predominant position within your industry. This will help you to determine how each goal impacts the functions of your packaging department and operations. It’s important to consider these tips:

  • Functionality – The technology and design needed to meet objectives; i.e., maintaining and extending produce freshness through its shelf life.
  • Convenience – The ease of opening and closing of the packaging.
  • Branding – The degree to which your packaging stands out among the crowd of similar products; like shape and color.
  • Promotion – The degree to which your packing is relied upon to promote the product.
  • Communication – Ensuring the packaging is telling the correct story.
  • Protection – The packaging design that hits the market need to protect your product through the supply chain, maintaining longevity in the different environs to which it will be subjected on its route to the consumer, and perhaps beyond.

By now, you’ve created a strategy that leads to the branding of your product. The design you create should:

  • Be simple and focused
  • Clearly presents the brand message
  • Spotlights your product over others
  • Takes advantage of color, shape, imagery and words

Great results don’t happen because you want them to. They take planning and strategy. Investing the time to ensure you packaging, labeling, and coding meets the overall impact your company is looking for takes time. It also takes ensuring you have the correct printing systems in place.

We offer many different solutions to meet your particular needs. Our team can consult on the best solution for your particular needs and help to incorporate the right system into your setting.

Posted in Packaging Resources.