how can companies use packaging, labeling, warranties, and guarantees as marketing tools
TRANSCRIPT
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Packaging : Attracts
attention, describe the
product’s features,
create consumer
confidence, makes
favorable overall
impression
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: Pay little more for the
convenience, appearance,
dependability, and
prestige of better
products
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: Instant
recognition
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Unique or
innovative packaging can
bring big benefits to
consumers and profits to
producers
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Labeling
Identifies
product or
brand
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the
product
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Promote through
attractive graphics
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the
product (who made
it, when and where,
ingredients, how to
use)
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Formal statements of expected product
performance by the manufacturer
Warranty sales can increase profits considerably
It’s peace of mind for consumers
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These reduce buyer’s perceived risk.
Helps in selection as it suggests that product is of
high quality and service performance are
dependable.
It’s peace of mind for consumers.
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These slides were created by Ashish Soni, IIT Delhi during a
Marketing internship by Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com)