Stagnating sales for the Swiss packaging industry

PACKAGING According to statistics from the Swiss Packaging Institute (SVI), the Swiss packaging industry, comprising 235 companies, recorded slight growth of 0.4% compared to the previous year. Trends vary depending on the packaging material.Also this year, the Swiss Packaging Institute SVI collected the economic figures of the packaging industry, as there are still no official statistics. The figures on sales, the number of companies and employees are collected. The basis of the 2014 survey is a survey conducted by the SVI among packaging associations and organizations. After a slight decline of 1.5% in 2013, there was a slight recovery in 2014. The price pressure from customers as well as from foreign suppliers is enormous, therefore margins are decreasing. The strength of the Swiss franc further complicates the situation. The marketing function of packaging is the SVI's annual topic in 2015. Packaging plays a highly important, but often underestimated, role in the purchasing process in marketing. 80% of all purchasing decisions are made at the point of sale: In this context, packaging is often the main argument for buying a product. The marketing function can be divided into three parts: Information, identification and communication. The packaging fulfills the following functions: to strengthen the recognition value of a brand or company, to inform the consumer about the packaged goods, use and disposal (of the packaging), and to encourage the consumer to make a purchase by means of its graphic design, possibly also the shape and type of packaging.