The document discusses packaging and labeling. It explains that packaging puts a face on a product, creates impressions, helps sell products, and communicates benefits to customers. 10% of a product's retail price is spent on package development. Packaging functions include promoting products, defining identity, providing information, meeting customer needs, ensuring safe use, and protecting products. Packaging addresses issues like environmentally friendly materials and promoting social causes. Labeling informs consumers about contents, use instructions, and protects companies legally.

1. Chapter 31  Branding, Packaging, and Labeling 1
Marketing Essentials
Packaging
and Labeling

2. Chapter 31  Branding, Packaging, and Labeling 2
Packaging and Labeling
Why It's Important
While branding gives a specific brand
personality, packaging puts a face on a
product. Effective packaging creates a good
impression, helps to sell the product,
and communicates benefits to customers.

3. Chapter 31  Branding, Packaging, and Labeling 3
Packaging and Labeling
A package is the physical container or
wrapping for a product.
10 percent of a product's retail price is spent
on package development and design and the
package itself.
Packaging

4. Chapter 31  Branding, Packaging, and Labeling 4
Packaging and Labeling
Functions of Packaging
A package is a selling tool. Its functions include:
 promoting and selling the product
 defining product identity
 providing information
 meeting customer needs
 ensuring safe use
 protecting the product

5. Chapter 31  Branding, Packaging, and Labeling 5
Packaging and Labeling
Functions of Packaging
Promoting and Selling the Product
Customer reaction to a package and brand
name is an important factor in determining
marketplace success or failure.
Defining Product Identity Packages can
invoke prestige, convenience, status, or other
positive attributes.
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6. Chapter 31  Branding, Packaging, and Labeling 6
Packaging and Labeling
Functions of Packaging
Providing Information Packages give directions
for product use, information about contents,
guarantees, nutritional information, and potential
hazards.
Meeting Customer Needs Various sizes meet
the needs of different market segments: family
packs meet the needs of larger families; smaller
packages are made for individuals.
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7. Chapter 31  Branding, Packaging, and Labeling 7
Packaging and Labeling
Ensuring Safe Use Plastic packaging,
tamper-resistant packaging, and childproof
containers protect customers.
Protecting the Product Packages protect a
product during shipping, storage, and display,
prevent tampering, and sometimes help prevent
shoplifting of the product.
Functions of Packaging
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8. Chapter 31  Branding, Packaging, and Labeling 8
Packaging and Labeling
Product packaging offers companies unique
opportunities to address lifestyle changes as
well as social and political concerns.
Companies often consider using:
 environmentally friendly packaging
 packaging that makes social and
political statements
Contemporary Packaging Issues
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9. Chapter 31  Branding, Packaging, and Labeling 9
Packaging and Labeling
Contemporary Packaging Issues
Environmental Packaging Some customers are
willing to pay more for products with packages that
are reusable, recyclable, less wasteful, and safer
for the environment.
Cause Packaging Some companies use
packages to promote social issues.
 Example: Ben & Jerry’s Homemade ice cream
cartons promote saving the rain forest.
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10. Chapter 31  Branding, Packaging, and Labeling 10
Packaging and Labeling
Labeling
A label is an information tag, wrapper, seal, or
imprinted message that is attached to a product
or its package. A label’s purpose is to:
 inform about a product’s contents and
direction for use
 protect companies from legal liability
 contain a brand name, logo, ingredients,
special promotional messages, and other
useful information

11. Chapter 31  Branding, Packaging, and Labeling 11
Packaging and Labeling
Labeling Laws
Many package labels must meet local,
state, and federal standards to prevent
manufacturers from misleading consumers.