2. Packaging and merchandising or what do distributors/salespeople want?

Manufacturers market their products through a variety of channels: supermarkets, traditional retailers, specialist outlets and selective channels, mail order, distance selling, e-commerce, vending machine sales... And each type of business, with its own specific characteristics, requires specific packaging to ensure a perfect match between product and distribution channel.

Example

So, to meet a variety of demands, the same soft drink, for example, is offered in 25 cl glass bottles in out-of-home catering, in 1.5 l plastic bottles in supermarkets, and in 33 cl metal cans in vending machines.

Example

Similarly, Nestlé Waters' leading brand Vittel, which sells a billion bottles a year, 60% of them in France, is available in ten formats adapted to different...

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Packaging and merchandising or what do distributors/salespeople want?