This is 'maven-archetype' packaging configuration for archetype projects. It provides maven-archetype-plugin bindings to default lifecycle:
Declaring maven-archetype packaging to your pom is not the only step required:
Typical pom.xml contains:
<project>
...
<packaging>maven-archetype</packaging>
...
<build>
<extensions>
<extension>
<groupId>org.apache.maven.archetype</groupId>
<artifactId>archetype-packaging</artifactId>
<version>2.4</version>
</extension>
</extensions>
<pluginManagement>
<plugins>
<plugin>
<groupId>org.apache.maven.plugins</groupId>
<artifactId>maven-archetype-plugin</artifactId>
<version>2.4</version>
</plugin>
</plugins>
</pluginManagement>
</build>
</project>