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A packaging strategy is not just about marketing or getting product out the door quickly. Your resources, systems, and objectives should support the goals of the origination as a whole. To ensure this, you need to evaluate your goals and objectives in a way that allows them to flow down as guidelines within your packaging department. For example, a company that values green practices will want to consider sustainability in package development.
Applying a discovery phase to your strategy development will greatly help you pull these objectives into practice.
Seven Basic Functions
Before you engage a discovery phase, it’s important to understand the seven basic functions that packaging serves:
The discovery phase is about uncovering all the details that are important to your business, target market, and industry. It can be broken down into two general categories.
Industry Analysis – This actually can include the market analysis if you use a comprehensive model like Porter’s 5 Forces. It’s worth your time to familiarize yourself with the information in the link provided, but the basic five forces are:
Threat of new entrants
Bargaining power of customers
Bargaining power of suppliers
Threat of substitute products/services
Jockeying for position among all competitors
Stakeholder Goals – The other piece of discovery is understanding and prioritizing the goals of all the stakeholders within the company. For example, your marketing group may prioritize brand recognition, while operations may focus on efficiency.
Take all of these goals, rank how strong they are, and use them with the information from your industry analysis to apply them to the seven basic functions of packaging.
With a comprehensive understanding of your organization’s goals, you can develop a packaging strategy that supports the entire company. If your company needs specialized containers or custom industrial packaging, talk to Packnet. Our engineers can anticipate challenges to your goals that you wouldn’t know to consider. Request a free assessment or call us at 952.944.9124.