This case flyer facilitates a discussion on the pivotal role played by packaging for the appeal, choice and sale of the products/services. The case flyer also enables a discussion on why the marketer should apply the principles of differentiation in packaging also. Packaging is in itself a potential sales trigger. As mentioned in the base article1, according to Waltor Landor, ‘the package itself must do the talking’. This is also another way to vanquish the covert and overt challenges faced in the marketing of the product. What other factors play major roles in defining the packaging of a product/service apart from aesthetics and the cost. This case flyer is ideally suitable to teach Packaging and Labelling concepts in Marketing Mix discussion on ‘Product’ and its complementarities. URL: http://www.etcases.com/the-power-of-packaging.html

1. THE POWER OF PACKAGING
This case flyer facilitates a discussion on the pivotal role played by packaging for the appeal,
choice and sale of the products/services. The case flyer also enables a discussion on why the
marketer should apply the principles of differentiation in packaging also. Packaging is in itself a
potential sales trigger. As mentioned in the base article1
, according to Waltor Landor, ‘the package
itself must do the talking’.This is also another way to vanquish the covert and overt challenges
faced in the marketing of the product. What other factors play major roles in defining the
packaging of a product/service apart from aesthetics and the cost.This case flyer is ideally suitable
to teach Packaging and Labelling concepts in Marketing Mix discussion on ‘Product’ and its
complementarities.
Pedagogical Objectives
• To understand the importance of innovation and differentiation in packaging for the sale
of a product or service
• To discuss about the complexity and uniqueness of packaging a service vis-à-vis a tangible
product
• To discuss and debate on what it takes for Indian companies to adopt to the global standards
of packaging – both for products/services and POP/POS
ABSTRACT
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1
Makrand Kulkarni, “Out of the Box”, The Economic Times, December 14th
2013