Chapter 9 - Packaging

The concept of product line management is outlined in Chapter 9. Product line management is a general term used to describe the life of a product, licensing and co-branding, and the potential consequences of maintaining a product line. Perhaps of the most important aspect of product line management is developing a product's package. In some cases, while out shopping consumers purchase products that simply catch their eye and spark their interest. However, poor packaging can negate this possibility if the consumer does not know who created the product they are looking at, what its primary function is, and detailed instructions on how to use it. I posted a picture of Kraft Macaroni and Cheese which clearly displays how to properly package a product. The brand of Macaroni (Kraft) placed at the top of the box, an image of what the intended meal will look like is located in the center, and detailed instructions on how to prepare the macaroni is given on the side. Without properly communicating to your intended customer base, poor packaging will lead to forgone revenue allocated elsewhere due to frustrated and confused consumers.