Marketing

If one considers the ice cream cone as a form of packaging, it meets the ultimate objective. Its design is adequate for the safe handling and transit of the product, the packaging produces no direct waste in that it is totally consumed and converted to energy, the “packing” cost is readily absorbed into the delivered price and enhances the product in the eyes of the customers. Whilst most packaging will not meet all these criteria as efficiently, inappropriate or poorly designed packaging, of a type that contributes to increased freight charges or which results in damage to the product, can sour the relationship with the customer. Good presented packages, clearly marked, with international handling instructions, demonstrate a commitment to the client that his custom is valued; also the supplier’s determination to deliver in first class condition a product of which he is rightly proud! If the package fails to convey this impression, it is a lost of opportunity. Remember though, the package should not be seen as a mobile advertisement of the product, especially one that could be thief-attractive. It is the customer not the consumer who is the foremost consideration in transit.