How can companies use packaging, labeling, warranties, and guarantees as marketing tools

Packaging : Attracts

attention, describe the

product’s features,

create consumer

confidence, makes

favorable overall

impression

: Pay little more for the

convenience, appearance,

dependability, and

prestige of better

products

: Instant

recognition

Unique or

innovative packaging can

bring big benefits to

consumers and profits to

producers

Labeling

Identifies

product or

brand

the

product

Promote through

attractive graphics

the

product (who made

it, when and where,

ingredients, how to

use)

Formal statements of expected product

performance by the manufacturer

Warranty sales can increase profits considerably

It’s peace of mind for consumers

These reduce buyer’s perceived risk.

Helps in selection as it suggests that product is of

high quality and service performance are

dependable.

It’s peace of mind for consumers.

These slides were created by Ashish Soni, IIT Delhi during a

Marketing internship by Prof. Sameer Mathur, IIM Lucknow

(See www.IIMInternship.com)