Definition
Packaging refers to:
1. The container used to protect, promote, transport, and/or identify a product. The package may vary from a plastic band wrap to a steel or wooden box or drum. It may be:
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- primary (contains the product)
- secondary (contains one or more primary packages)
- tertiary (contains one or more secondary packages)
2. The process by which packages are created.
A bonus pack is a special container, package, carton, or other holder in which the consumer is given more of the product for the same or perhaps even lower price per ounce or unit than in the regular container.
A factory pack is the multiple packaging of one good, or of one good and another good of the same firm, or one product and a sample or premium. The packaging is done at the factory and arrives in the trade channel already in the promotional form.
Family packaging refers to the use of one design or other key packaging element to integrate the packaging of two or more individual items (for example, a personal care line that includes shaving cream, after-shave and antiperspirant). The packages clearly belong to one set, but there are usually some individualizations, especially in brand name. See family brand.
References
- ^ American Marketing Association, AMA Dictionary.