Gartner Research

How to Build Effective Product Bundles

Published: 03 August 2018

ID: G00365798

Analyst(s): Carrie Cowan


Successful packaging strategies turn individual features and functions into value-based product bundles that are easy to sell and purchase. Technology product managers must consider customer segments, competition and context in order to assemble compelling bundles.

Table Of Contents


  • Introduction
  • Primary Models for Product Packaging
  • Best Practices for Developing Your Packaging Strategy
    • Apply Segmentation Early and Often
    • Aim to Meet or Exceed the Competition, but Be Careful Not to Compete With Yourself
    • Use Context to Drive the Perception of Value
    • Test and Iterate Often, With Both Internal and External Stakeholders

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