Selling More Than The Box

摘要

I cleaned out the boxes under my desk this morning and I came across an article I'd clipped a year ago from The Wall Street Journal. It discusses Robert Eckert, chief executive officer of Mattel, and his plans for the company. The reason I clipped the article, and why it just now caught my eye again, is what it says near the end: "Mattel is also overhauling its packaging. Normally, it prints as many as 14 packages for the same product with variations in languages and country tastes. Now, Mattel is whittling those packages down to three versions, each containing multiple languages. The effort will also enable Mattel to ship toys from country to country mid-season if, for ex-ample, a slow seller in France is a hit in Italy." I hope their packaging salesperson played a major part in formulating that plan. If so, it would be a perfect example of the integral role a box producer can play in a cus-tomer's supply chain.