HOW CAN COMPANIES USE PACKAGING, LABELLING,

WARRANTIES AND GUARANTEES AS MARKETING TOOLS

SACHET JAINIIT DELHI

PACKAGING- ALL ACTIVITIES OF DESIGNING AND PRODUCING THE CONTAINER FOR A PRODUCT

PRIMARY PACKAGE- Cool water cologne comes in a bottleSECONDARY PACKAGE- cardboard boxSHIPPING PACKAGE- corrugated box

WELL DESIGNED PACKAGES- build brand equity and drive sales

Package is buyer’s first encounter and may turn a customer on/off.

OBJECTIVES OF PACKAGING

• IDENTIFY THE BRAND• CONVEY DESCRIPTIVE AND PERSUASIVE INFORMATION• FACILITATE PRODUCT TRANSPORTATION AND

PROTECTION• ASSIST AT-HOME STORAGE• AID PRODUCT CONSUMPTION

• 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

Functions- Labels

IDENTIFIES THE PRODUCT/BRANDGRADES THE PRODUCTDESCRIBE THE PRODUCTPROMOTE IT THROUGH ATTRACTIVE GRAPHICS

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.

Created by Sachet Jain, IIT Delhi, during an internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com