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Chapter 31 Branding, Packaging, and Labeling 1 Marketing Essentials Chapter 31 Branding, Packaging, and Labeling Section 31.2 Packaging and Labeling.

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Presentation on theme: "Chapter 31 Branding, Packaging, and Labeling 1 Marketing Essentials Chapter 31 Branding, Packaging, and Labeling Section 31.2 Packaging and Labeling."— Presentation transcript:

1 Chapter 31 Branding, Packaging, and Labeling 1 Marketing Essentials Chapter 31 Branding, Packaging, and Labeling Section 31.2 Packaging and Labeling

2 Chapter 31 Branding, Packaging, and Labeling 2 SECTION 31.2 What You'll Learn Packaging and Labeling  The principal functions of product packaging  The main functions of labels

3 Chapter 31 Branding, Packaging, and Labeling 3 SECTION 31.2 Packaging and Labeling Why It's Important While branding gives a specific brand personality, packaging puts a face on a product. Effective packaging creates a good impression, helps to sell the product, and communicates benefits to customers.

4 Chapter 31 Branding, Packaging, and Labeling 4 SECTION 31.2 Packaging and Labeling Key Terms  package  label

5 Chapter 31 Branding, Packaging, and Labeling 5 SECTION 31.2 Packaging and Labeling A package is the physical container or wrapping for a product. 10 percent of a product's retail price is spent on package development and design and the package itself. Packaging

6 Chapter 31 Branding, Packaging, and Labeling 6 SECTION 31.2 Packaging and Labeling Functions of Packaging A package is a selling tool. Its functions include:  promoting and selling the product  defining product identity  providing information  meeting customer needs  ensuring safe use  protecting the product

7 Chapter 31 Branding, Packaging, and Labeling 7 SECTION 31.2 Packaging and Labeling Functions of Packaging Promoting and Selling the Product Customer reaction to a package and brand name is an important factor in determining marketplace success or failure. Defining Product Identity Packages can invoke prestige, convenience, status, or other positive attributes. Slide 1 of 3

8 Chapter 31 Branding, Packaging, and Labeling 8 SECTION 31.2 Packaging and Labeling Functions of Packaging Providing Information Packages give directions for product use, information about contents, guarantees, nutritional information, and potential hazards. Meeting Customer Needs Various sizes meet the needs of different market segments: family packs meet the needs of larger families; smaller packages are made for individuals. Slide 2 of 3

9 Chapter 31 Branding, Packaging, and Labeling 9 SECTION 31.2 Packaging and Labeling Ensuring Safe Use Plastic packaging, tamper-resistant packaging, and childproof containers protect customers. Protecting the Product Packages protect a product during shipping, storage, and display, prevent tampering, and sometimes help prevent shoplifting of the product. Functions of Packaging Slide 3 of 3

10 Chapter 31 Branding, Packaging, and Labeling 10 SECTION 31.2 Packaging and Labeling Product packaging offers companies unique opportunities to address lifestyle changes as well as social and political concerns. Companies often consider using:  environmentally friendly packaging  packaging that makes social and political statements Contemporary Packaging Issues Slide 1 of 2

11 Chapter 31 Branding, Packaging, and Labeling 11 SECTION 31.2 Packaging and Labeling Contemporary Packaging Issues Environmental Packaging Some customers are willing to pay more for products with packages that are reusable, recyclable, less wasteful, and safer for the environment. Cause Packaging Some companies use packages to promote social issues.  Example: Ben & Jerry’s Homemade ice cream cartons promote saving the rain forest. Slide 2 of 2

12 Chapter 31 Branding, Packaging, and Labeling 12 SECTION 31.2 Packaging and Labeling Labeling A label is an information tag, wrapper, seal, or imprinted message that is attached to a product or its package. A label’s purpose is to:  inform about a product’s contents and direction for use  protect companies from legal liability  contain a brand name, logo, ingredients, special promotional messages, and other useful information

13 Chapter 31 Branding, Packaging, and Labeling 13 SECTION 31.2 Packaging and Labeling Labeling Laws Many package labels must meet local, state, and federal standards to prevent manufacturers from misleading consumers.

14 Chapter 31 Branding, Packaging, and Labeling 14 SECTION 31.2 Packaging and Labeling The FDA administers the Federal Nutrition Labeling and Education Act passed in 1990, which protects consumers from deceptive labeling and establishes standards for use of terms and health warnings. The Federal Food and Drug Administration

15 Chapter 31 Branding, Packaging, and Labeling 15 SECTION 31.2 Packaging and Labeling The FTC passed the Care Labeling Rule in 1972 to require that care labels be placed in clothing. The FTC also released guidelines for making environmental claims on labels, such as made from recycled materials or recyclable. The Federal Trade Commission

16 Chapter 31 Branding, Packaging, and Labeling A SSESSMENT Reviewing Key Terms and Concepts 1. What is a package? 2. List the principal functions of product packaging. 3. What is a product label? 4. What are the main functions of labels?

17 Chapter 31 Branding, Packaging, and Labeling A SSESSMENT Thinking Critically Many popular products have symbols on their packages telling consumers how to cook, clean, and wash the products. Why have symbols and graphic directions been placed on many packaged products?

18 Chapter 31 Branding, Packaging, and Labeling 18 Marketing Essentials End of Section 31.2


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