Posted by Anjali Kaur on Jun 14, 2022

What Role Does Packaging Play In A Business?

If you are selling products in your business model, then you should always think carefully about the packaging that you use. The packaging does play a crucial role in marketing and selling your products. Here are some of the key roles that packaging can play in your company and that may be relevant to winning over your target audience. 

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Practical Benefits 

First, you should consider whether packaging provides practical benefits. There are various ways that packaging can deliver practical benefits for customers. For instance, recently sweet and chocolate suppliers have been creating packaging that is easy to fold over and keep the product fresh after it has been opened. This was a clear marketing choice as it was a simple way of encouraging consumers not to eat all the sweets or chocolate in one go. As such, they could position it as a health branding option without altering the contents of their product in any real way. 

Brand Recognition 

The right packaging can also help ensure that your business does have the right level of brand recognition on the market. If you take the time to customize and design the best packaging, consumers will look at it and immediately know it is from your business. This can be as simple as choosing the right colors and thinking about the design. You can get custom packaging for any product. For instance, if you are selling herbal products you can invest in custom preroll packaging that will look absolutely fantastic. 

Brand Messaging 

Another role that your packaging can play in your business model relates to brand messaging. For instance, you might be keen to position your business as a green solution. You can do this with the right packaging. You could choose packaging that is biodegradable or even use packaging that is made of recycled materials. Apple recently started to ensure that its packaging was made from recycled materials and this almost immediately gained media attention. So, it could definitely have an impact on your business and ensure that you do create the right impression with your clients and customers. Packaging can also create certain ideas and connect them to your business. For instance, it could mean customers perceive your company as a contemporary solution. 


Finally, there is one other role that packaging has to play in your business model. The right packaging will show that you are ready to deliver value to a client base. This is important and customers always want to gain more value from a business that they are buying from. That’s why they will search the market for the best prices available. One example of value packaging would be something that they can reuse. Alternatively, some jewelers provide value with packaging by ensuring that it will only appreciate in value in the future. 

As you can see, the packaging does have a range of key roles in your business model. That’s why it’s important to choose the right packaging for your company as well as the products that you are selling on the market. 

Thank You!

You can read more topics related to business studies:

What is marketing management?Marketing Mix
The 5 marketing management philosophies

Advertising in Promotion Mix
Marketing Mix- product

Promotion- Marketing Management
What are the functions of marketing management?

Marketing Mix Element- Price
Packaging as an element of the marketing mix

Place mix in marketing

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