Packaging, labeling, warranties, and guarantees can be used as marketing tools. Packaging includes designing containers and comes in three layers - primary, secondary, and shipping packages. It should identify the brand, provide information, and protect the product. Labels identify the product, brand, grade, describe contents and producer. Warranties formally state expected performance and allow returns for repair. Guarantees reduce risk by suggesting quality and providing replacements, like Procter & Gamble's product satisfaction guarantee or A.T. Cross's pen replacement for life.

1. STRATEGY
Setting
Chapter 11

2. HOW
can companies use
packaging, labeling,
warranties and guarantees
as mareketing tools?

3. Different Marketing Tools4

4. 1. PACKAGING
It includes all the activities of
designing and producing the
container for a product

5. Packaging can have up to 3 layers: primary
package, secondary package and shipping
package.
Packaging must identify the brand, convey
descriptive information, should protect
product.

6. Marketers must choose the aesthetic and
functional components of packaging correctly.

7. Attractive packaging

8. 2. LABELING
The label can be a simple
attached tag or an elaborately
designed graphic that is a part
of the package

9. Labeling can
1. Identify the product or brand
2. grade the product
3.describe the product ; who made it,
where and when, what
contains it
4.promote the product through attractive
graphics

10. Attractive
Labels

11. 3. WARRANTIES
Formal statements of
expected product
performance by the
manufacturer.

12. Products under warranty can be returned
to the manufacturer or designated repair
center for repair, replacement or refund.

13. 4. GUARANTEES
Guarantees reduce the buyer’s
perceived risks. They suggest that
the product is of high quality.

14. Procter and Gamble guarantees its
customers to replace repair or
refund its product if the customer is
not satisfied.
A.T. Cross guarantees its pens and
pencils for life. It replaces or
repairs pen at no charge.

15. These slides were created by Ankit Kumar, IIT
Delhi, during a Marketing internship by Prof.
Sameer Mathur, IIM Lucknow