How can companies use packaging, labeling, warranties and guarantees as marketing skills ?
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Transcript of How can companies use packaging, labeling, warranties and guarantees as marketing skills ?
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Setting Product Strategy
How can companies use packaging , labe l ing , warrant ies and guarantees as
market ing sk i l l s?
Presentation byDivyasree P K
IIT Madras
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PAckaging
N. Act iv i t i es o f des igning and producing a container for the product
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Not Only a containerbut also a..
SecondCommercial…FIVE
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“You design a ritual of unpacking to make the product feel special. Packaging can be a theatre, it can create a story”
Jonathan Ive,Apple’s Chief DesignerApple’s Chief Designer
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Packaging as a marketing tool
WHY?WHY?
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Self service in
supermarket
Consumer affluence
Brand imageInnovation
opportunity
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Packaging as a marketing tool
HOW?HOW?
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1It should identify the brandIf possible, uniquely!
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2Convey descriptive and persuasive information
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3Facilitate transportation and protection
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4Assist storage
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5Aid product consumption
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PackagingWhat to do?
1. Aesthetics
2. Functionality
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1. Aesthetics
SizeShapeShapeMaterialColorTextGraphics
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Unique shape
Unique packing material
Brilliant graphicsBrilliant graphics
Contemporary design of “a nostalgic product”
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2. Functionality
Packaging elements must harmonize with each other and with pricing, advertising and other parts of marketing programparts of marketing program
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Label
N. Tag or graphic that i s a par t o f the package
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Label shouldIdentifyGradeDescribePromote PRODUCT
Label should
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Warranty
N. Formal s tatements o f expec ted product per formance by the manufacturer
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Guarantee
N. Assurance o f per formance
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Warranties satisfy the customer who wants peace of mind
GuaranteesGuarantees increase the dependability of the product in user’s eyes