Question

What is the name of the specific benefit that creates customer value and competitive advantage through packaging and labeling that can be found in Coca-Cola's distinctively-shaped bottle?

sub: marketing managment.

Answer 1

Packaging and labeling are essential because both provide important benefits for the manufacturer, retailer, and ultimate consumer. Packaging and labeling can provide a competitive advantage.

The consumers can have the following benefits from Packaging and labelling:-

Communication Benefits.

a.A major benefit of packaging:

·Is the information on the label conveyed to the consumer, such as: –Directions on how to use the product. –What the product is made of.

·This is needed to satisfy legal requirements of product disclosure

b.The labeling system for packaged and processed foods in the U.S. provides a uniform format for nutritional and dietary information.

c.Other information consists of seals and symbols, either government required or commercial seals of approval (e.g., the Good Housekeeping seal).

2.Functional Benefits.

a.Packaging often plays an important functional role, such as: ·Storage. ·Protection. ·Convenience. ·Product quality.

b.The convenience dimension of packaging is becoming increasingly important. ·Squeeze bottles. ·Single-serve portions. ·Microwave packaging. ·Portion-control packaging.

c.Consumer protection has become an important function of packaging: ·Tamper-resistant containers—Safety seals or pop-tops. ·“Open dating.” States the expected shelf life of the product.

d.Functional features of packaging also can affect product quality.

3.Perceptual Benefits.

a.Packaging and labeling also create perception in consumers’ minds.

·A package’s color, shape, and graphics distinguishes it from other brands.

·A package can connote: –Status. –Product quality. –Economy.

·A package can: –Convey a brand’s positioning. –Build brand equity. –Reinforce the brand’s image in consumers’ minds.

·A package and labeling can: –Enhance brand recognition. –Facilitate the formation of strong, favorable, and unique brand associations.

b.Successful marketers recognize that changes in packages and labels can update and uphold a brand’s image in consumers’ minds.

c.Because labels list a product’s source:

·Brands competing in the global marketplace can benefit from “country of origin or manufacture” perceptions.

·Consumers tend to have stereotypes about country-product pairings that they judge “best,” which can affect a brand’s image.