Presentation on theme: "Section 31.2 Packaging and Labeling"— Presentation transcript:
1 Section 31.2 Packaging and Labeling Marketing Essentialsn Chapter 31 Branding, Packaging, and LabelingSection Packaging and Labeling
2 Packaging and Labeling SECTION 31.2Packaging and LabelingWhat You'll LearnThe principal functions of product packagingThe main functions of labels
3 Packaging and Labeling SECTION 31.2Packaging and LabelingWhy It's ImportantWhile 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 Packaging and Labeling SECTION 31.2Packaging and LabelingKey Termspackagelabel
5 Packaging and Labeling SECTION 31.2Packaging and LabelingPackagingA 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.
6 Packaging and Labeling SECTION 31.2Packaging and LabelingFunctions of PackagingA package is a selling tool. Its functions include:promoting and selling the productdefining product identityproviding informationmeeting customer needsensuring safe useprotecting the product
7 Packaging and Labeling SECTION 31.2Packaging and LabelingFunctions of PackagingPromoting 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 Packaging and Labeling SECTION 31.2Packaging and LabelingFunctions of PackagingProviding 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 Packaging and Labeling SECTION 31.2Packaging and LabelingFunctions of PackagingEnsuring 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.Slide 3 of 3
10 Packaging and Labeling SECTION 31.2Packaging and LabelingContemporary Packaging IssuesProduct packaging offers companies unique opportunities to address lifestyle changes as well as social and political concerns. Companies often consider using:environmentally friendly packagingpackaging that makes social and political statementsSlide 1 of 2
11 Packaging and Labeling SECTION 31.2Packaging and LabelingContemporary Packaging IssuesEnvironmental 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 Packaging and Labeling SECTION 31.2Packaging and LabelingLabelingA 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 useprotect companies from legal liabilitycontain a brand name, logo, ingredients, special promotional messages, and other useful information
13 Packaging and Labeling SECTION 31.2Packaging and LabelingLabeling LawsMany package labels must meet local, state, and federal standards to prevent manufacturers from misleading consumers.
14 Packaging and Labeling SECTION 31.2Packaging and LabelingThe Federal Food and Drug AdministrationThe 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.
15 Packaging and Labeling SECTION 31.2Packaging and LabelingThe Federal Trade CommissionThe 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.
16 Reviewing Key Terms and Concepts ASSESSMENT31.2Reviewing Key Terms and Concepts1. 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 ASSESSMENT Thinking Critically 31.2 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?