1. Chapter 11: Packaging and Labeling
By: Jessie Collie

2. 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

3. 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.

4. Labels

5. 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:

6. 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

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

8. 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