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Return To Packaging Article Archive   Search the Article Archives Experimenting with Different Packaging By Adrian Mullan In this article, when we talk about packaging, were not referring to the physical packaging of your product (e.g. cardboard box). Rather, were referring to the way your product is positioned in the marketplace. Heres an interesting story that highlights the importance of packaging: In the early 1900s Kraft created a cheap powdered cheese designed to have a long shelf life. Unfortunately for Kraft, the product was a flop and they ended up dumping 6 million pounds of the powdered processed cheese with the U.S. Army. In the mean time, a clever salesman within Kraft decided to combine the powdered cheese with macaroni pasta to create Kraft Dinner. The product was an instant success and was marketed to families as a cheap and easy dinner. Kraft had sparked the beginning of modern packaged food products. So while the powdered cheese was a terrible flop, when combined with macaroni and marketed from a different angle - Kraft Dinner became one the most successful packaged food products of all time. Today, the company sells over 7 million boxes of macaroni and cheese every week. Another example is the telecommunications industry. If youve had a phone line connected recently you might have noticed that all the phone companies are bundling their basic products with extra services like Internet access or cable television. If you purchase one service, you get a discount on additional services. This type of packaging/bundling has been very successful for telecommunications companies. The moral of the story is its not what you sell... its how you sell it. If youre having trouble getting your products and services out the door, try packaging them in a different way and experiment with new marketing angles. About the Author: Adrian Mullan is the author of The Internet Demystified and founder of WebDummy.com - a popular Internet marketing resource for small business owners. Automated Packaging

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