Journal Entry Think about a package that doesn’t work as well as you think it should. What don’t you like about the packaging? How would you change it?

Product Planning: Why are branding, packaging and labeling important to a business’ bottom line? Section IV Marketing II

Packaging-physical container or wrapping for a product Functions of packaging –promoting & selling the product Mixed bundling-pkg of different products Price bundling-usually cheaper (six pack of soap) –defining the product identity-prestige, convenience or status –providing information-directions, nutritional info –meeting customer needs-various sizes, –ensuring safe use-tamper resistant, blisterpacks, childproof –protecting the product-breakage, spillage, shoplifting

Current packaging issues Environmental packaging –reusable, recyclable, less wasteful & safer for the environment Cause packaging –promote nonproduct issues Aseptic Packaging –Technology that keeps food fresh without refrigeration for long periods of time Gap and Burts Bees

Label-an information tag, wrapper, seal or imprinted message that is attached to a product or its packaging Functions of labeling –inform customers about contents –directions for use –protect business from legal liability if consumer is injured during use of product

Three kinds of labels Brand-gives brand name, label or logo, example Chiquita bananas Descriptive label-gives information about product’s use, construction, care performance or other features Grade label-Quality of the product. Example-eggs are grade labeled AA, A, and B What message is the label of this product sending?