ARES - Learn - Purchasing
In most mass merchandising situations, good product plus good promotion plus good packaging add up to success. All three elements are extremely important, but packaging is often the key because is serves as the identifying link between the product and the promotional campaign. The carton is often used to provide the consumer with a mental image of the product and trigger the buying impulse.
Some mass merchandising regard packaging as such an important element in the total marketing plan that a variety of types and styles of cartons are tested in selected markets prior to nationwide release of a new product.
However, new products aren’t the only ones that can benefit from innovative packaging. There are numerous instances where a change in packaging launches a new upsurge in sales for previously declining products or dramatically increases sales of products which never sold particularly well before product improvements quite often call for a change in packaging.
The importance of packaging cannot be ignored and the planning that goes into developing the right package shouldn’t be minimized or taken lightly. Creating a successful package requires a great deal of close coordination among the buyer, designer and carton manufacturer.
Placing the Order
When placing an order for folding cartons, the buyer should always provide complete specifications, Carton manufacturers are not only anxious to produce exactly what the customer wants but are in a position to provide valuable advice about the kind of packaging that would be most suitable for the product and the best methods of getting the product into the carton.
In creating specifications, possible embarrassment and extra cost can be avoided if no production work is started until the following detailed information is developed, agreed upon and provided in writing.
Exact Product Name - This should completely identify the carton and eliminate any possible confusion with others of the same line.
Dimensions – Cartons should always be specified in sequence of length, width and depth. All measurements should be made from center of score to center of score or edge of blank. Length is always the larger dimension across the opening, width is the smaller dimension at the opening and depth is the remaining dimension.
Paperboard – The exact grade, finish and caliper (thickness) of paperboard should be specified.
Style – When the box is to be a standard style, it should be indicated. Some styles are indicated in the Basic Carton Style Section.
Colors – Inks should be specified in exacting detail by using a standard matching system such as the Pantone system (see our Links section)
Copy & Proof – The copy and typography should be presented exactly as desired along with detailed instructions for setting the type. Where illustrations are desired, the carton manufacturer should be consulted regarding feasibility and cost. Finished production art and proofs are the most desirable.
Universal Product Code – When application of the U.P.C. symbol is desired, the buyer should provide the carton manufacturer with an accurate, original film master along with appropriate information detailing usage requirements.
Engravings – Engraving costs may or may not be included in the price quotation and should be specified in advance to avoid confusion.
Quantity – the quantity needed must be carefully determined to avoid overproduction or underproduction.
Type of Printing – The process used to print the cartons has an important effect on the cost and quality of the finished box. Therefore, decisions should be based on careful analysis of budget requirements and degree of quality required.
Additional Operations – The manufacturer must know in advance if the boxes are to be varnished, waxed, beauty coated or receive other specialized treatments. If a cut-out or window is desired, its exact dimensions and location must be stated along the type and thickness of transparent film to be used when required.
Packaging Method – Unless the carton is to be set up, filled and sealed entirely by hand, the machines that will be used should be specified in detail.
Shipping – Such instructions should be include directions how the folded cartons are to be packed and marked to facilitate inventory control and handling. A required delivery date, destination and any special shipping instructions should be included.
Some mass merchandising regard packaging as such an important element in the total marketing plan that a variety of types and styles of cartons are tested in selected markets prior to nationwide release of a new product.
However, new products aren’t the only ones that can benefit from innovative packaging. There are numerous instances where a change in packaging launches a new upsurge in sales for previously declining products or dramatically increases sales of products which never sold particularly well before product improvements quite often call for a change in packaging.
The importance of packaging cannot be ignored and the planning that goes into developing the right package shouldn’t be minimized or taken lightly. Creating a successful package requires a great deal of close coordination among the buyer, designer and carton manufacturer.
Placing the Order
When placing an order for folding cartons, the buyer should always provide complete specifications, Carton manufacturers are not only anxious to produce exactly what the customer wants but are in a position to provide valuable advice about the kind of packaging that would be most suitable for the product and the best methods of getting the product into the carton.
In creating specifications, possible embarrassment and extra cost can be avoided if no production work is started until the following detailed information is developed, agreed upon and provided in writing.
Exact Product Name - This should completely identify the carton and eliminate any possible confusion with others of the same line.
Dimensions – Cartons should always be specified in sequence of length, width and depth. All measurements should be made from center of score to center of score or edge of blank. Length is always the larger dimension across the opening, width is the smaller dimension at the opening and depth is the remaining dimension.
Paperboard – The exact grade, finish and caliper (thickness) of paperboard should be specified.
Style – When the box is to be a standard style, it should be indicated. Some styles are indicated in the Basic Carton Style Section.
Colors – Inks should be specified in exacting detail by using a standard matching system such as the Pantone system (see our Links section)
Copy & Proof – The copy and typography should be presented exactly as desired along with detailed instructions for setting the type. Where illustrations are desired, the carton manufacturer should be consulted regarding feasibility and cost. Finished production art and proofs are the most desirable.
Universal Product Code – When application of the U.P.C. symbol is desired, the buyer should provide the carton manufacturer with an accurate, original film master along with appropriate information detailing usage requirements.
Engravings – Engraving costs may or may not be included in the price quotation and should be specified in advance to avoid confusion.
Quantity – the quantity needed must be carefully determined to avoid overproduction or underproduction.
Type of Printing – The process used to print the cartons has an important effect on the cost and quality of the finished box. Therefore, decisions should be based on careful analysis of budget requirements and degree of quality required.
Additional Operations – The manufacturer must know in advance if the boxes are to be varnished, waxed, beauty coated or receive other specialized treatments. If a cut-out or window is desired, its exact dimensions and location must be stated along the type and thickness of transparent film to be used when required.
Packaging Method – Unless the carton is to be set up, filled and sealed entirely by hand, the machines that will be used should be specified in detail.
Shipping – Such instructions should be include directions how the folded cartons are to be packed and marked to facilitate inventory control and handling. A required delivery date, destination and any special shipping instructions should be included.
