1.packaging 2.packaging three layers 3.packaging as a factor or tool of marketing 4.objective of packaging 5.testing of packaging 6.labelling 7.function of label 8.warranties and guaranties

1. Packaging, Labeling, Warranties and
Guarantees
Module 2:

2. Packaging
Packaging is all the activities of designing and producing the container for a product.
A package might include up to three-level materials.
Packaging might have up to three layers
 Cool water cologne comes in a bottle (Primary package)
 In a cardboard box (Secondary package)
 In a corrugated box(Shopping Package) containing six dozen boxes.
• 3 Good packages can act as five-second commercial
• 4 Some of the markets called packaging a 5th Ps

3. Packaging three layers

4. Packaging as a Factor or Tools of marketing
Self-service- effective package perform
Many sales tasks- attract customers- supermarket
Describe Product Features
Create Consumer Confidence e.g. Supermarket
Innovation-e.g. Shoe Polish

5. Conti..
• Company and Brand Image- easy to identify
Packaging contributes to instant recognition of the company or brand.
Packaging brands can create a visible billboard effect, such as Garnier Fructis and
their bright green packaging in the hair care aisle.

6. Objective of Packaging
1. Identify the brand
2. Covering descriptive and persuasive information
3. Facilitate product transportation and protection
4. Assist at- home storage
5. Help product consumption
To achieve these objectives and satisfying, marketers must choose the
functional(effect on rational behaviour. Ex. Easy transportation ) and aesthetic
(emotional, behaviour effect, ex. colour, shape and design ) components of
packaging

7. Testing of Packaging
• The are four types of tests:-
1. Engineering test- ensure that the package stands up under normal conditions.
2. Visual Test-the script is visible, and the colour harmonies
3. Dealer Test- easily attract
4. Consumer Test-Favorable and Unfavorable responses from the consumers.

8. Labelling
• The label may be a simple tag attached to the product or an elaborately designed
graphic that is part of the package.
• It might carry only the brand name or a great deal of information. Evening if the
seller prefers simple labels, the law may require more.

9. Function of Label
1. To identify the brand or product
2. To describe the product
3. Promote the product through attractive graphic

10. Warranties and Guarantees
• All sellers are legally responsible for fulfilling a buyer’s normal or reasonable
expectations Warranties are formal statements of expected product performance by
the manufacturer.
• Products under warranty can be returned to the manufacturer or designed or
repaired, replaced, or refunded. Whether expressed or implied, warranties are
illegally enforceable.
• Many sellers offer either general guarantees or specific guarantees
• Warranties- Repair
• Guarantees-Replace