Most times, packaging products become a challenge especially for SMEs. A few of well-performing startups move on to become medium scale and fewer become large scale. This is because they fail to reinvest into the business and repackage their products to higher standards of quality so as to compete well.
For example: You have packaged shea butter in a simple container with a label you pasted yourself which was printed next door. If you see increased demand, and you want to sell beyond your community and supply the whole Ghana in all retailer shops, you have to probably change your labelling and product packaging to position yourself for higher revenue.
Your reinvestment will be able to fund that or you might need additional investment but repackaging is key. In retail outlets, poor packaging can kill your product.
Source:
Nana Kyeremateng
Head of Corporate Communications and Brand Management, Access Bank Ghana
Glitz Africa Magazine Issue 22
