Vision Report

Developing Your Offering Packaging: Key Decisions To Ensure Success

Product Packaging: Goals And Principles

July 1st, 2024
Lisa Singer, VP, Research Director
Lisa Singer VP, Research Director
With contributors:
Amy Hayes , Kaitlyn Coalson , Drew Zalucky

Summary

B2B offerings, whether products, services, or solutions, should be packaged to facilitate buying and selling and to fit buyer needs. Product teams often spend a great deal of time developing numerous components of a product — including features, options, and modules — without first deciding which buyers need which components. In this report, we review the goals of product packaging and the principles that should be applied when developing packaging for a specific offering.

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