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Put packaging on equal footing with product development

The easy trap many new products fall into is placing most of the focus on product development. Success is more likely when the product and package work together.

Why do some products succeed and others fail? The reason well may not be a poor product but rather a lack of synergy between the product and its packaging.

That often is the case with products from independent, upstart companies. Typically, the creative mind behind the product is a whiz at product development, but has little or no experience in marketing. Not surprisingly, the packaging for their new product is treated as an afterthought and therefore fails to deliver an appropriate value proposition to their target audience.

Annual Outlook Report: Automation & Robotics
What's in store for CPGs in 2025 and beyond? <i>Packaging World</i> editors explore the survey responses from 118 brand owners, CPG, and FMCG <i>Packaging World</i> readers for its new Annual Outlook Report.
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Annual Outlook Report: Automation & Robotics
Break out of the ordinary: see what’s new in packaging & processing!
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Break out of the ordinary: see what’s new in packaging & processing!