If it really is premium, it’s more than just numbers. it’s how much value does the packaging add. Does it make the consumer think more highly of the brand/product, tell other people, purchase again, purchase even though the price is higher?
Premium brands require more than bottom line thinking.
If you look at Apple, they obviously spend a lot on packaging. Could you put a iphone in brown cardboard box with a 2 color stick and off the shelf packing peanuts? Sure. Would the same number of people buy it? Probably. But the custom packaging adds a lot of emotional value that increase minshare as well as marketshare, so it’s worth it.
R