Linking packaging to marketing: how packaging is influencing the marketing strategy

Purpose – The purpose with this paper is to investigate the relationship between packaging and the influence it has on marketing from a management point of view. Design/methodology/approach – Based on case studies different packaging solutions are discussed in relation to requirements by customers in the supply chain. Data for the cases were collected by different means including narratives and personal interviews. Findings – New packaging solutions offer the prospect of improved functions in the supply chain, delivering protection and preservation before reaching the ultimate customer. It also offers improved opportunities for better information and communication with the customer. However, the possibilities for innovative packaging solutions must be analyzed in relation to increased costs for packaging and the influence they can have on the environment. Research limitations/implications – This study extends previous research by linking packaging to the marketing strategy. Even though it is based on four case studies it combines different data sources including both qualitative and quantitative data. Originality/value – This paper evaluates the implementation of new packaging solutions in the supply chain from a managerial point of view, discussing benefits against challenges. This paper therefore fulfils an identified need for recognising the importance of packaging in relation to the marketing strategy.