April 8, 2023 1

A Communication Skills Presentation on

Packaging, Labeling, Warranties & Guarantees

Presented By:

Chandan Pahelwani (11047)

April 8, 2023 Tolani Institute of Management Studies 2

PACKAGING Packaging means any product after being in its

original form packed and gets ready to be served in the market.

Well-designed products can build brand equity and drive sales.

Packaging is the buyer’s first encounter with the product and can influence the buyer’s behavior to buy the product or not.

Some marketers call “p” of packaging as fifth “p” of product-mix with product, price, place & promotion.

April 8, 2023 Tolani Institute of Management Studies 3

Various factors have contributed to the growing use of packaging as a marketing tool :-

1) Self- service :- In supermarkets most number of products are sold on the self-service basis. The effective package must perform many of the sales tasks : attract attention, describe the product’s features.

2) Consumer affluence :- Consumer affluence means consumers are willing to pay a little more for the convenience, appearance, dependability & better packages.

April 8, 2023 Tolani Institute of Management Studies 4

3) Company & brand image :- Packages contribute to instant recognition of company or brand.

4) Innovation opportunity :- Innovative and new style of packaging can bring large benefits to consumers and profits to customers.

`

April 8, 2023 Tolani Institute of Management Studies 5

From the perspective of both the firm and the consumers, packaging must achieve a number of objectives :-

Identify the brand Convey descriptive & persuasive

information Facilitate product transportation and

protection Assist at home storage. Aid product consumption

April 8, 2023 Tolani Institute of Management Studies 6

LABELING A simple tag attached to the product which

carries brand name & different deals of information.

It is a part of package. It performs several functions. It identifies the product. It grades the product. Where the product is made, by whom, what it

contains, how it is to be used safely.April 8, 2023 Tolani Institute of Management Studies 7

WARRANTIES

All sellers are legally responsible for fulfilling a buyer’s normal or reasonable expectations.

Warranties are formal statements of expected product performance by the manufacturer.

Products under warranty can be returned to the manufacturer or designated repair center for repair, replacement and refund.

April 8, 2023 Tolani Institute of Management Studies 8

For manufacturers it is reasonable to provide warranties.

It helps the customer to trust the brand.

It is beneficial for the company also, as customers start taking interest & trust the product due to the warrantee provided.

April 8, 2023 Tolani Institute of Management Studies 9

GUARANTEES

Many sellers either give general or specific guarantee.

For eg: Procter & gamble promises general guarantee to the customers.

Guarantees reduce the buyer’s risk. Guarantees suggest that the product is of

high quality.

April 8, 2023 Tolani Institute of Management Studies 10

Guarantees can be especially helpful when the company or product is not well known in the market.

When the product’s quality is superior to competitors.

Company’s service performance can be measured by the kind of guarantees they provide.

April 8, 2023 Tolani Institute of Management Studies 11

April 8, 2023 12