Chapter 11: Packaging and Labeling By: Jessie Collie

Packaging Refers to any container in which it is offered for sale and on which label information is conveyed Packaging must be Attractive Informative Clearly identify the product Communicate benefits

Labeling An integral part of the package and typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients.

Labels

Creating Consumer Value and Competitive Advantange Packaging and Labeling are an expensive part of marketing strategy On average costs companies about $100 Billion Also provide competitive advantage Example:

Functional Benefits Plays important function roles also: Storage Convenience Protection Product Quality Convenience role is becoming increasingly important Examples: Kraft Miracle Whip, Squeez’It Peanut Butter

Heinz Ketchup gained 11 percent of U.S. dollars spent on ketchup in its first 12 weeks of introduction.

Conclusion Packaging and labeling have been shown to enhance brand recognition It also separates products from their competition Serves as a last chance to influence consumers before they buy