The master carton rarely appears in a brand strategy deck.
It should appear in the margin model.
Carton dimensions and units per carton affect container utilization, pallet density, warehouse receiving, storage, retailer case packs, replenishment, handling, damage, and freight.
Increase the case pack and you may improve handling efficiency while making the order too large for a low-volume specialty store. Reduce it and you may improve store-level ordering while increasing cartons, labels, handling, and transportation cost.
The best configuration depends on the channel.
Before locking the carton, model units per master carton, cartons per pallet, units per pallet, container cube, gross weight, retailer ordering behavior, and warehouse handling.
Packaging engineering does not end with the consumer box.
Pressure-test it before the buyer does. A Channel Checkride Retail Readiness Review looks at your economics, assortment, and launch plan through the buyer's chair and the operator's chair. Request a Retail Readiness Review.