how can companies use packaging, labelling, warranties and guarantees as market tools
TRANSCRIPT
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Chapter 11: Setting product strategy
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How can companies use packaging, labelling, warranties and guarantees as market tools?
By: Kartik SinglaIndian Institute of Technology(BHU), Varanasi
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Packaging
Known as the 5th ‘P’ of marketing mix. It includes all the activities of designing and producing the container for a product.
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They can act as “five-second advertisements” and attract customer
attention during self-service purchases.
Packaging as a marketing tool
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Appearance, convenience, dependability and prestige of
better packaging can convince the customer to pay more!!
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Package appearance contribute to instant recognition of the
company or the brand.
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Packaging
objectives
Aid product consum-
ption
Convey product
descripti-on
Assist home
storage
Identify the
brand
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Colour and structural design of the package play a key role in visual marketing of a product.
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“Beware!!! Some package design upgrades can lead to downfall of sales
too!!!!”
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Labelling
Label is a simply attached tag or an elaborately deigned graphic that is a part of the package.
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A label can:Help to identify the brand
Grade the product
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Describe the product (who made it, when and where and how to use it?)
Promote the product through advanced graphics.
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Warranties and Guarantees
is a formal statement of expected product performance by the
manufacturer.
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Guarantee is an assurance that the product is of high quality and dependability.
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Extended warranties and specific guarantees can increase customer confidence and reliability on the product!!!
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