how can companies use packaging, labeling, warranties adn guarantees as marketing tools
TRANSCRIPT
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HOW CAN COMPANIES USE PACKAGING, LABELLING,
WARRANTIES AND GUARANTEES AS MARKETING TOOLS
SACHET JAINIIT DELHI
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PACKAGING- ALL ACTIVITIES OF DESIGNING AND PRODUCING THE CONTAINER FOR A PRODUCT
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PRIMARY PACKAGE- Cool water cologne comes in a bottleSECONDARY PACKAGE- cardboard boxSHIPPING PACKAGE- corrugated box
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WELL DESIGNED PACKAGES- build brand equity and drive sales
Package is buyer’s first encounter and may turn a customer on/off.
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OBJECTIVES OF PACKAGING
• IDENTIFY THE BRAND• CONVEY DESCRIPTIVE AND PERSUASIVE INFORMATION• FACILITATE PRODUCT TRANSPORTATION AND
PROTECTION• ASSIST AT-HOME STORAGE• AID PRODUCT CONSUMPTION
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• A SIMPLE TAG ATTACHED TO THE PRODUCT OR AN ELABORATELY DESIGNED GRAPHIC THAT IS PART OF THE PACKAGE
• MIGHT CARRY ONLY THE BRAND NAME OR A GREAT DEAL OF INFORMATION
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Functions- Labels
IDENTIFIES THE PRODUCT/BRANDGRADES THE PRODUCTDESCRIBE THE PRODUCTPROMOTE IT THROUGH ATTRACTIVE GRAPHICS
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WARRANTIES AND GUARANTEES
• FORMAL STATEMENTS OF EXPECTED PRODUCT PERFORMANCE BY THE MANUFACTURER• REPAIR, REPLACE, REFUND• REDUCE BUYER’S PERCEIVED RISK. SUGGEST THAT THE PRODUCT IS
OF GOOD QUALITY AND DEPENDABLE.
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Created by Sachet Jain, IIT Delhi, during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com