MKTG 471 Lecture Notes - Lecture 38: Peanut Butter
19 May 2018
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Marketing 471 Lecture 38
Packaging Considerations
Cost: Packaging costs vary greatly
Regulations: the Food and Drug Administration's packaging regulations may
require a tamper-resistant package
Consistency: how much consistency is desirable among an organization's package
designs
Promotional Role: Packaging can create desirable images and associations by
choice of color, design, shape, and texture.
Packaging must meet the needs of resellers: whole sales and retailers consider
packaging for transportation, storage, and handling
Environmentally Responsible Packaging: marketers must carefully balance
society's desire to preserve the environment against customers' desire for
convenience.
Family Packaging
Using similar packaging for all of a firm's products or packaging that has one
common design elements
Packaging and Marketing Strategies
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Regulations: the food and drug administration"s packaging regulations may require a tamper-resistant package. Consistency: how much consistency is desirable among an organization"s package designs. Promotional role: packaging can create desirable images and associations by choice of color, design, shape, and texture. Packaging must meet the needs of resellers: whole sales and retailers consider packaging for transportation, storage, and handling. Environmentally responsible packaging: marketers must carefully balance society"s desire to preserve the environment against customers" desire for convenience. Using similar packaging for all of a firm"s products or packaging that has one common design elements. Packaging can be a major component o a marketing strategy. Good packaging of a new product helps it gain market recognition quickly. When considering the strategic uses of packaging, marketers must analyze the cost of packaging changes. The existing design is no longer in style compared to competitive products. A marketer may want to reposition a product.
