Marketing Packaging and Labeling

Packaging and Labeling
What you’ll learn . . .

• The principal functions of product packaging

• The main functions of labels

Packaging
• The physical container or wrapping for a product.

Functions of Packaging
• Promoting and Selling the Product

Functions of Packaging
• Defining Product Identity – invokes prestige, convenience, or status

Functions of Packaging
• Provides Information – UPC symbols, contents, guarantees, nutritional value, potential hazards

Functions of Packaging
• Meeting Customer Needs – various sizes, snack kits, etc.

Functions of Packaging
• Ensuring Safe Use – plastic instead of glass, tamperresistant packaging, blisterpacks, childproof containers

To read about the Tylenol murders in 1982, and the resulting invention of the tamperproof package, click on the Tylenol box above.

Functions of Packaging
• Protecting the Product – during shipping, storage, and display. Protects food from spoilage. Helps prevent shoplifting

Contemporary Packaging Issues
• Aseptic Packaging – Incorporates a technology that keeps foods fresh without refrigeration for extended periods

Contemporary Packaging Issues
• Environmental Packaging – reusable, recyclable, less wasteful, and safer for the environment

Contemporary Packaging Issues
• Cause Packaging – to promote non-product issues such as social and political causes Ex: Body Shop, Ben & Jerry’s Click on the ice cream carton to learn about cause packaging at Ben and Jerry’s

Labeling
• A label is an information tag, wrapper, seal, or imprinted message attached to a product

A labels main function is to inform about contents and give directions

Brand Label – gives the brand name, etc.

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Descriptive Label
• Information about product use, care, other features

Grade Label
• States the quality – AA, A, B

Labeling Laws
• Many package labels must meet local, state, and federal standards • FDA – Federal Food and Drug Administration – requires nutritional info, regulates health claims and defines descriptive terms such as “light,” “free,” “low,” and “reduced” to make them consistent on all products • FTC – Federal Trade Commission – monitors for deceptive advertising that is false or misleading, including guidelines for environmental claims like “recycled” or “biodegradable.

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