If you want to use profile you can use something like:
<?xml version="1.0" encoding="UTF-8"?>
<project>
<modelVersion>4.0.0</modelVersion>
..
<packaging>${packaging.type}</packaging>
<profiles>
<profile>
<id>webapp</id>
<activation>
<activeByDefault>true</activeByDefault>
</activation>
<properties>
<packaging.type>war</packaging.type>
</properties>
</profile>
<profile>
<id>batch</id>
<properties>
<packaging.type>jar</packaging.type>
</properties>
</profile>
</profiles>
</project>