Many products have bundles, and these bundles can be:
1. Gift with purchase.
2. Products from the same brand. (Cross sell)
3. New Product launch and giving sample bundle with other sample products.
4. Bundle products that complement each other.
Why do companies have product bundles?
Bundles are product offer to entice customers for sales. Gift with purchase is a very common strategy to get customers to buy the products. There are also some common seasonal gifts which are given out, like giving out Ang Pow during Chinese New Year. At the beginning of the school year, companies also give out stationery to get moms to buy for their children. A hot beverage company may give away mugs with bundle purchases to sell more.
Some brands may have multiple types of products in different categories. Leveraging on bundle sales, they can increase sales and let their customers try their other perhaps less known category of products.
Companies that own multiple brands can use these bundles in a discount to allow their customers to try other brands that they sell, possibly getting more customers for one of their brands.
Brands launching new products can also give out samples for their existing customers to try the new products, and get feedback before they do an official launch of that product.
Good bundle examples.
Bundles are not as easy as it look. If the bundles do not have a good form factor, precious shelf space is wasted.
If bundles do not have a good packaging design — the gifts can be damaged or taken out without purchase.
If bundles are simple taped on — they will look awkward and become unwieldy to ship.
What else do you need even if you have a good bundle?
Even with a good bundle, you need a way to let people know about the bundle. Visual merchandising, POSM and other ways of marketing the bundle is key to success.
An example is the Milo Lion Project. This is a Lion Mask that kids can wear.