STRATEGY

Setting

Chapter 11

HOW can companies use

packaging, labeling,

warranties and guarantees

as mareketing tools?

Different Marketing Tools 4

1. PACKAGING

It includes all the activities of

designing and producing the

container for a product

Packaging can have up to 3 layers: primary

package, secondary package and shipping

package.

Packaging must identify the brand, convey

descriptive information, should protect

product.

Marketers must choose the aesthetic and

functional components of packaging correctly.

Attractive packaging

2. LABELING

The label can be a simple

attached tag or an elaborately

designed graphic that is a part

of the package

Labeling can

1. Identify the product or brand

2. grade the product

3. describe the product ; who made it,

where and when, what

contains it

4. promote the product through attractive

graphics

Attractive Labels

3. WARRANTIES

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 or refund.

4. GUARANTEES

Guarantees reduce the buyer’s perceived risks. They suggest that

the product is of high quality.

Procter and Gamble guarantees its

customers to replace repair or

refund its product if the customer is

not satisfied.

A.T. Cross guarantees its pens and

pencils for life. It replaces or

repairs pen at no charge.

These slides were created by Ankit Kumar, IIT

Delhi, during a Marketing internship by Prof.

Sameer Mathur, IIM Lucknow