Which beverage package will consumers buy, under what conditions, when will they buy, how many will they buy and why will a purchase occur? These types of challenging questions confront most sales and marketing managers as they attempt to maximize sales and profit under many variable conditions.
Markets, demographics and consumer tastes constantly are in a state of flux as well. Because these highly variable, and often times unknown, factors are changing in magnitude, content and according to geographic environments, the age-old reference “packaging sells” must be addressed when focusing on the multipack movement, such as when it began, how it evolved into today’s massive array of SKUs and what impacts it has on the supply chain.