1. The Purposes of Packaging Packaging Considerations Packaging Strategies Product Labeling Product Warranties Problems with Packaging Global Considerations in Branding and Packaging Packaging Branding and Packaging > Packaging Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing?campaign_content=book_36_section_75&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium= direct&utm_source=boundless

2. Considering the importance placed on the package, it is not surprising that a great deal of research is spent on motivational research, color testing, psychological manipulation, and so forth, in order to ascertain how the majority of consumers will react to a new package. A common use of packaging is marketing. The packaging and labels can be used by marketers to encourage potential buyers to purchase the product. Packaging is also used for convenience and information transmission. Packages and labels communicate how to use, transport, recycle, or dispose of the package or product. The Purposes of Packaging Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-and-packaging-10/packaging-75/the-purposes-of-packaging- 379- 4135?campaign_content=book_36_section_75&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=bound less View on Boundless.com Branding and Packaging > Packaging

3. While the development of a package (or component) can be a separate process, it should be linked closely with the product to be packaged. With some types of products, the design process involves detailed regulatory requirements for the package. For example, toxicologists and food scientists need to verify that the packaging materials are permissible under applicable regulations. Package development should involve considerations for sustainability, environmental responsibility, and applicable environmental and recycling regulations. Packaging Considerations Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-and-packaging-10/packaging-75/packaging-considerations- 380- 4136?campaign_content=book_36_section_75&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=bound less Wasteful Packaging View on Boundless.com Branding and Packaging > Packaging

4. Enhanced functionality is a key way to add value to packaging. Use packaging functionality to bring new benefits to the category/brand and to differentiate from competitors. It's crucial to understand if your brand is appropriately dressed for the markets and cultures it operates in. Research at the beginning of a launch, re-positioning or development process can really give your product the opportunity to shine. Marketers must start seeing packaging as an investment, not a cost if they want to remain competitive. Pack design should be given the same consideration in the mix – it is a ‘guaranteed' daily connect with consumers. Packaging Strategies Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-and-packaging-10/packaging-75/packaging-strategies-381- 4137?campaign_content=book_36_section_75&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=bound less LeapPad Advertising View on Boundless.com Branding and Packaging > Packaging

5. In some countries, many products, including food and pharmaceuticals, are required by law to contain certain labels such as listing ingredients, nutritional information, or usage warning information. Labels are attached on the product package to provide information such as manufacturer of the product, date of manufacture, date of expiry, its ingredients, how to use the product, and its handling. Some labels include symbols to show product certifications, trademarks, or proof of purchase. These symbols exist to communicate aspects of consumer use and safety. Product Labeling Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-and-packaging-10/packaging-75/product-labeling-382- 7312?campaign_content=book_36_section_75&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=bound less Labels Indicating Recycled Material View on Boundless.com Branding and Packaging > Packaging

6. Behind every product is a series of supporting services, such as warranties and money-back guarantees. In many instances, such services may be as important as the product itself. Warranties are used to mitigate the risks of a malfunctioning product or the risk of making a wrong purchase decision regarding misinformation about a product. A money-back guarantee, also know as a "satisfaction guarantee," is a simple guarantee that if a buyer is not satisfied with a product or service, a refund will be made. Product Warranties Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-and-packaging-10/packaging-75/product-warranties-383- 4138?campaign_content=book_36_section_75&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=bound less AppleCare Warranty View on Boundless.com Branding and Packaging > Packaging

7. Marketers can use label information to mislead consumers by providing false information to exaggerate the attributes of their product. There are many cases in which marketers use pictures in packaging that do not represent the actual product. Some marketers label their products as environmentally friendly even though the products don't actually have environmentally friendly attributes. Problems with Packaging Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-and-packaging-10/packaging-75/problems-with-packaging-384- 4892?campaign_content=book_36_section_75&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=bound less Misleading Labelling View on Boundless.com Branding and Packaging > Packaging

8. Language differences cause many problems for marketers in designing advertising campaigns and product labels. It is important to double-check the translation of a marketing campaign to make sure the meaning being conveyed in another language is the company's intended message. Colors also have different meanings in different cultures. Marketers should pick country-appropriate colors to make sure the local consumers are not offended or pushed away from the product due to colors used in the packaging. All cultures have their own unique set of customs and taboos. It is important for marketers to learn about these so that they will know what is acceptable and what is not for their marketing programs. Global Considerations in Branding and Packaging Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-and-packaging-10/packaging-75/global-considerations-in- branding-and-packaging-385- 4139?campaign_content=book_36_section_75&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=bound less Pepsi Ads in Canada View on Boundless.com Branding and Packaging > Packaging

9. Free to share, print, make copies and changes. Get yours at www.boundless.com Appendix

10. Key terms category killer a product, service, brand, or company that has such a distinct sustainable competitive advantage that competing firms find it almost impossible to operate profitably in that industry (or in the same local area) dialects A variety of a language that is a characteristic of a particular group of the language's speakers. The term is applied most often to regional speech patterns. economies of scale The cost advantages that an enterprise obtains due to expansion. As the scale of output is increased, factors such as facility size and usage levels of inputs cause the producer's average cost per unit to fall. ethics The moral principles that guide decision making and strategy. global marketing Global marketing is marketing on a worldwide scale, reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives. marketing The process of communicating the value of a product or service to customers. marketing mix A business tool used in marketing products; often crucial when determining a product or brand's unique selling point. Often synonymous with the four Ps: price, product, promotion, and place. new product development New product development (NPD) is the complete process of bringing a new product to market. point of difference A term used to describe the individual factors of a company's product which cause it to differ from its competitors. It can be synonymous with a company's unique selling proposition (USP) although not interchangeable, and is critical in defining the competitive advantage and branding strategy. The Fair Packaging and Labeling Act The Fair Packaging and Labeling Act is a US law that applies to labels on many consumer products. It requires the label to state:The identity of the product;The name and place of business of the manufacturer, packer, or distributor;The net quantity of contents;The contents statement must include both metric and US customary units. touch point The interface of a product, service or brand with customers, non-customers, employees and other stakeholders – before, during and after a transaction. Warranty an assurance by one party to the other party that specific facts or conditions are true or will happen; the other party is permitted to rely on that assurance and seek some type of remedy if it is not true or followed Free to share, print, make copies and changes. Get yours at www.boundless.com Branding and Packaging

11. Misleading Labelling Often, products will have words such as "fat free", "low-fat", or "organic" on the labels. Labels such as these may mislead the customer into thinking something that may not be the case. For example, they may think there are no calories in a product, when in fact there are many. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "Berkeley Farms Fat-Free Half & Half." CC BY http://commons.wikimedia.org/wiki/File:Berkeley_Farms_Fat-Free_Half_%2526_Half.jpg View on Boundless.comCC BYhttp://commons.wikimedia.org/wiki/File:Berkeley_Farms_Fat-Free_Half_%2526_Half.jpgView on Boundless.com Branding and Packaging

12. LeapPad Advertising Educational toys advertise skills to be learned and are creatively packaged so that children will want to play with them. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikipedia. "LeapPad." CC BY http://en.wikipedia.org/wiki/File:LeapPad.jpg View on Boundless.comCC BYhttp://en.wikipedia.org/wiki/File:LeapPad.jpgView on Boundless.com Branding and Packaging

13. AppleCare Warranty AppleCare covers both global parts and labor repair coverage for the device, along with phone/Internet technical support for questions about Apple hardware and software. Free to share, print, make copies and changes. Get yours at www.boundless.com Viewology. "DSC_0227 MacBook Pro 13′s Warranty Card, Manuals and Installation DVDs – Viewology.Net." CC BY-SA http://viewology.net/apple-macbook-pro- laptop-unboxing-picture/1204/dsc_0227-macbook-pro-13s-warranty-card-manuals-and-installation-dvds/ View on Boundless.comCC BY-SAhttp://viewology.net/apple-macbook-pro- laptop-unboxing-picture/1204/dsc_0227-macbook-pro-13s-warranty-card-manuals-and-installation-dvds/View on Boundless.com Branding and Packaging

14. Labels Indicating Recycled Material Laws were passed in the United States to inform consumers as to whether the stuffed articles they were buying contained new or recycled materials. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "Recycle001." Public domain http://commons.wikimedia.org/wiki/File:Recycle001.svg View on Boundless.comPublic domainhttp://commons.wikimedia.org/wiki/File:Recycle001.svgView on Boundless.com Branding and Packaging

15. Pepsi Ads in Canada In Canada, all product labels must appear in both official languages: English and French. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "La Cage Aux Sports Now Serving Pepsi Products Sign." Public domain http://commons.wikimedia.org/wiki/File:La_Cage_Aux_Sports_Now_Serving_Pepsi_Products_Sign.JPG View on Boundless.comPublic domain http://commons.wikimedia.org/wiki/File:La_Cage_Aux_Sports_Now_Serving_Pepsi_Products_Sign.JPGView on Boundless.com Branding and Packaging

16. Wasteful Packaging The extra paperboard added is used to exaggerate the size of the package. This is also an example of wasting natural resources and energy, because paperboard is a natural resource that requires the use of energy to manufacture. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "Excessive packaging example - Andes Crème de Menthe (cropped)." CC BY-SA http://commons.wikimedia.org/wiki/File:Excessive_packaging_example_-_Andes_Cr%25C3%25A8me_de_Menthe_%2528cropped%2529.jpg View on Boundless.comCC BY-SA http://commons.wikimedia.org/wiki/File:Excessive_packaging_example_-_Andes_Cr%25C3%25A8me_de_Menthe_%2528cropped%2529.jpgView on Boundless.com Branding and Packaging

17. Free to share, print, make copies and changes. Get yours at www.boundless.com Branding and Packaging Which of the following best describes packaging's primary role in the marketing mix? A) To serve as a barrier from oxygen, water vapor and dust, and keep contents clean, fresh and safe B) To capture consumer attention and encourage potential buyers to purchase the product C) To communicate to consumers how to use, transport, recycle, and dispose of the package or product D) To improve tamper resistance or deter tampering, and help reduce the risks of package pilferage

18. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/CC BY-SA 3.0http://www.boundless.com/ Branding and Packaging Which of the following best describes packaging's primary role in the marketing mix? A) To serve as a barrier from oxygen, water vapor and dust, and keep contents clean, fresh and safe B) To capture consumer attention and encourage potential buyers to purchase the product C) To communicate to consumers how to use, transport, recycle, and dispose of the package or product D) To improve tamper resistance or deter tampering, and help reduce the risks of package pilferage

19. Free to share, print, make copies and changes. Get yours at www.boundless.com Branding and Packaging What communicates the brand and its benefits, protects the product from damage, and presents government-required warning information. A) packaging B) branding C) differentiation D) positioning

20. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/CC BY 3.0 http://www.saylor.org/majors/Business/ Branding and Packaging What communicates the brand and its benefits, protects the product from damage, and presents government-required warning information. A) packaging B) branding C) differentiation D) positioning

21. Free to share, print, make copies and changes. Get yours at www.boundless.com Branding and Packaging Which of the following is an environmental consideration within the design and development process for product packaging? A) Labeling B) Structural design C) Energy recovery D) Quality assurance

22. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/CC BY-SA 3.0http://www.boundless.com/ Branding and Packaging Which of the following is an environmental consideration within the design and development process for product packaging? A) Labeling B) Structural design C) Energy recovery D) Quality assurance

23. Free to share, print, make copies and changes. Get yours at www.boundless.com Branding and Packaging What strategic step is recommended for ensuring that a product is appropriately positioned within its target market? A) Material changes B) Updated graphics C) Market research D) Enhanced functionality

24. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/CC BY-SA 3.0http://www.boundless.com/ Branding and Packaging What strategic step is recommended for ensuring that a product is appropriately positioned within its target market? A) Material changes B) Updated graphics C) Market research D) Enhanced functionality

25. Free to share, print, make copies and changes. Get yours at www.boundless.com Branding and Packaging National and international symbols typically serve which of the following purposes on product labeling? A) Product certifications B) Trademarks C) All of these answers. D) Proof of purchase

26. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/CC BY-SA 3.0http://www.boundless.com/ Branding and Packaging National and international symbols typically serve which of the following purposes on product labeling? A) Product certifications B) Trademarks C) All of these answers. D) Proof of purchase

27. Free to share, print, make copies and changes. Get yours at www.boundless.com Branding and Packaging Money-back guarantees are deemed effective only if A) the product is targeted to certain market segments that perceive this service as very important. B) the product is superior and the product will be returned by only a few people. C) the product can be returned after a full season of use. D) the product does not perform as expected at the time the sale occurs.

28. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/CC BY-SA 3.0http://www.boundless.com/ Branding and Packaging Money-back guarantees are deemed effective only if A) the product is targeted to certain market segments that perceive this service as very important. B) the product is superior and the product will be returned by only a few people. C) the product can be returned after a full season of use. D) the product does not perform as expected at the time the sale occurs.

29. Free to share, print, make copies and changes. Get yours at www.boundless.com Branding and Packaging To address customer concerns regarding product safety, which of the following is the best course of action for a consumer products company? A) Avoid using packaging that is not tamper-proof B) Avoid using packaging that is unattractive C) Label their products as environmentally friendly D) Label their products with statements describing product attributes

30. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/CC BY-SA 3.0http://www.boundless.com/ Branding and Packaging To address customer concerns regarding product safety, which of the following is the best course of action for a consumer products company? A) Avoid using packaging that is not tamper-proof B) Avoid using packaging that is unattractive C) Label their products as environmentally friendly D) Label their products with statements describing product attributes

31. Free to share, print, make copies and changes. Get yours at www.boundless.com Branding and Packaging To ensure product placement translates seamlessly abroad, companies must use a marketing research system that A) provides results that considers the product’s position in the marketplace. B) conforms to cultural customs and avoids local taboos. C) conforms to cultural concepts of beauty and good taste. D) provides results that can be compared across countries.

32. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/CC BY-SA 3.0http://www.boundless.com/ Branding and Packaging To ensure product placement translates seamlessly abroad, companies must use a marketing research system that A) provides results that considers the product’s position in the marketplace. B) conforms to cultural customs and avoids local taboos. C) conforms to cultural concepts of beauty and good taste. D) provides results that can be compared across countries.

33. Attribution Wikipedia. "Packaging and labeling." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Packaging_and_labelingCC BY-SA 3.0http://en.wikipedia.org/wiki/Packaging_and_labeling Dropbox. CC BY http://dl.dropbox.com/u/31779972/Introducing%2520Marketing.pdfCC BYhttp://dl.dropbox.com/u/31779972/Introducing%2520Marketing.pdf Wiktionary. "marketing." CC BY-SA 3.0 http://en.wiktionary.org/wiki/marketingCC BY-SA 3.0http://en.wiktionary.org/wiki/marketing Wikipedia. "Packaging and labeling." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Packaging_and_labelingCC BY-SA 3.0http://en.wikipedia.org/wiki/Packaging_and_labeling Wikipedia. "new product development." CC BY-SA 3.0 http://en.wikipedia.org/wiki/new%20product%20developmentCC BY-SA 3.0http://en.wikipedia.org/wiki/new%20product%20development Wikipedia. "Toy advertising." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Toy_advertisingCC BY-SA 3.0http://en.wikipedia.org/wiki/Toy_advertising Added Value. CC BY-SA http://www.added-value.com/source/2005/10/dress-for-success-%25E2%2580%2593-packaging-tips- for-brands/CC BY-SAhttp://www.added-value.com/source/2005/10/dress-for-success-%25E2%2580%2593-packaging-tips- for-brands/ Wikipedia. "touch point." CC BY-SA 3.0 http://en.wikipedia.org/wiki/touch%20pointCC BY-SA 3.0http://en.wikipedia.org/wiki/touch%20point Wikipedia. "point of difference." CC BY-SA 3.0 http://en.wikipedia.org/wiki/point%20of%20differenceCC BY-SA 3.0http://en.wikipedia.org/wiki/point%20of%20difference Wikipedia. "marketing mix." CC BY-SA 3.0 http://en.wikipedia.org/wiki/marketing%20mixCC BY-SA 3.0http://en.wikipedia.org/wiki/marketing%20mix Wikipedia. "Category killer." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Category_killerCC BY-SA 3.0http://en.wikipedia.org/wiki/Category_killer Wikipedia. "Money back guarantee." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Money_back_guaranteeCC BY-SA 3.0http://en.wikipedia.org/wiki/Money_back_guarantee Wikipedia. "AppleCare." CC BY-SA 3.0 http://en.wikipedia.org/wiki/AppleCareCC BY-SA 3.0http://en.wikipedia.org/wiki/AppleCare Dropbox. CC BY http://dl.dropbox.com/u/31779972/Introducing%2520Marketing.pdfCC BYhttp://dl.dropbox.com/u/31779972/Introducing%2520Marketing.pdf Wikipedia. "Warranty." CC BY-SA 3.0 http://en.wikipedia.org/wiki/WarrantyCC BY-SA 3.0http://en.wikipedia.org/wiki/Warranty Wikipedia. "Warranty." CC BY-SA 3.0 http://en.wikipedia.org/wiki/WarrantyCC BY-SA 3.0http://en.wikipedia.org/wiki/Warranty Wikipedia. "Global marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Global_marketing#PromotionCC BY-SA 3.0http://en.wikipedia.org/wiki/Global_marketing#Promotion Free to share, print, make copies and changes. Get yours at www.boundless.com Branding and Packaging

34. Dropbox. CC BY http://dl.dropbox.com/u/31779972/Introducing%2520Marketing.pdfCC BYhttp://dl.dropbox.com/u/31779972/Introducing%2520Marketing.pdf Wikipedia. "economies of scale." CC BY-SA 3.0 http://en.wikipedia.org/wiki/economies%20of%20scaleCC BY-SA 3.0http://en.wikipedia.org/wiki/economies%20of%20scale Wikipedia. "global marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/global%20marketingCC BY-SA 3.0http://en.wikipedia.org/wiki/global%20marketing Wikipedia. "dialects." CC BY-SA 3.0 http://en.wikipedia.org/wiki/dialectsCC BY-SA 3.0http://en.wikipedia.org/wiki/dialects Wikispaces. "WFTPRINTPM - Packaging And Labelling." CC BY-SA http://wftprintpm.wikispaces.com/Packaging+And+LabellingCC BY-SA http://wftprintpm.wikispaces.com/Packaging+And+Labelling Wikispaces. "issuesinimc - ETHICAL ISSUES IN PACKAGING." CC BY-SA http://issuesinimc.wikispaces.com/ETHICAL+ISSUES+IN+PACKAGINGCC BY-SA http://issuesinimc.wikispaces.com/ETHICAL+ISSUES+IN+PACKAGING Wiktionary. "ethics." CC BY-SA 3.0 http://en.wiktionary.org/wiki/ethicsCC BY-SA 3.0http://en.wiktionary.org/wiki/ethics Wikispaces. "commerceshiksha - MARKETING MANAGEMENT-II GRADING, LABELLING,PACKAGING AND BRANDING." CC BY-SA http://commerceshiksha.wikispaces.com/MARKETING+MANAGEMENT- II+GRADING,+LABELLING,PACKAGING+AND++BRANDING CC BY-SAhttp://commerceshiksha.wikispaces.com/MARKETING+MANAGEMENT- II+GRADING,+LABELLING,PACKAGING+AND++BRANDING Wikipedia. "Packaging and labeling." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Packaging_and_labelingCC BY-SA 3.0http://en.wikipedia.org/wiki/Packaging_and_labeling Wikipedia. "Law label." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Law_labelCC BY-SA 3.0http://en.wikipedia.org/wiki/Law_label Wikispaces. "WFTPRINTPM - Packaging And Labelling." CC BY-SA http://wftprintpm.wikispaces.com/Packaging+And+LabellingCC BY-SA http://wftprintpm.wikispaces.com/Packaging+And+Labelling Wikipedia. "The Fair Packaging and Labeling Act." CC BY-SA 3.0 http://en.wikipedia.org/wiki/The%20Fair%20Packaging%20and%20Labeling%20ActCC BY-SA 3.0 http://en.wikipedia.org/wiki/The%20Fair%20Packaging%20and%20Labeling%20Act Wikispaces. "vankaupp - Marketing 1 - Spring 09." CC BY-SA http://vankaupp.wikispaces.com/Marketing+1+-+Spring+09CC BY-SAhttp://vankaupp.wikispaces.com/Marketing+1+-+Spring+09 Free to share, print, make copies and changes. Get yours at www.boundless.com Branding and Packaging