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

PAckaging

N. Act iv i t i es o f des igning and producing a container for the product

Not Only a containerbut also a..

SecondCommercial…FIVE

“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

Packaging as a marketing tool

WHY?WHY?

Self service in

supermarket

Consumer affluence

Brand imageInnovation

opportunity

Packaging as a marketing tool

HOW?HOW?

1It should identify the brandIf possible, uniquely!

2Convey descriptive and persuasive information

3Facilitate transportation and protection

4Assist storage

5Aid product consumption

PackagingWhat to do?

1. Aesthetics

2. Functionality

1. Aesthetics

SizeShapeShapeMaterialColorTextGraphics

Unique shape

Unique packing material

Brilliant graphicsBrilliant graphics

Contemporary design of “a nostalgic product”

2. Functionality

Packaging elements must harmonize with each other and with pricing, advertising and other parts of marketing programparts of marketing program

Label

N. Tag or graphic that i s a par t o f the package

Label shouldIdentifyGradeDescribePromote PRODUCT

Label should

Warranty

N. Formal s tatements o f expec ted product per formance by the manufacturer

Guarantee

N. Assurance o f per formance

Warranties satisfy the customer who wants peace of mind

GuaranteesGuarantees increase the dependability of the product in user’s eyes