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The Power of Packaging

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 4 pages

Case Preview

The Power of Packaging

 

Expected Learning Outcomes

• Understand the importance of innovation and differentiation in packaging for the sale of a product or service
• Discuss about the complexity and uniqueness of packaging a service vis-à-vis a tangible product
• Debate on what it takes for Indian companies to adopt to the global standards of packaging – both for products/services and POP/POS

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Packaging: The Invisible Brand Ingredient

1. What do you think are the four important functions of packaging?
2. The article says that packaging has a functional role to play, what kind of functional role do you think packaging should play to bolster the brand image?
3. For quite a long time, packaging has been advocated (with no consensus, of course) as the 5th P of the marketing mix and its importance has been growing over the years as many companies have taken to exclusive designers to do their ‘branded’ packaging. In your opinion should packaging be given this importance?
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Teaching Note Preview

The Power of Packaging

 

Synopsis

This case flyer facilitates a discussion about how companies are innovatively devising their packaging to enhance the choice and sale of the products/services. Some of the brands like Y Water, Help, Absolut, etc., are differentiating themselves through their innovative and refreshing packaging. The packaging of a product influences consumer decision-making to a certain extent. The packaging of a product varies from the packaging of a service as each of them have their unique requirements to fulfil. Packaging a service is more complex as against product packaging. In the Indian scenario, packaging is evolving as a growing industry that has global standards in place to be benchmarked. This case flyer is ideally suitable to teach Packaging and Labelling concepts during the Marketing Mix discussion on product and its complementarities.

Expected Learning Outcomes

• Understand how important innovation and differentiation are in packaging a product or service for its sale
• Discuss about the complexity and uniqueness of packaging a service vis a vis a tangible product
• Debate about what it takes for Indian companies to adopt to the global standards of packaging – both for products/services and POP/POS

Positioning and Setting

This case flyer can be ideally used in the following course:

  • a) General Marketing Management Course: Product – Packaging and Labelling

 

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$2.74
Rs 0
Product code: MKTG-4-0018, MKTG-4-0018A

Abstract


This case flyer facilitates a discussion on the pivotal role played by packaging for the appeal, choice and sale of the products/services. The case flyer also enables a discussion on why the marketer should apply the principles of differentiation in packaging also. Packaging is in itself a potential sales trigger.
As mentioned in the base article1, according to Waltor Landor, 'the package itself must do the talking'. This is also another way to vanquish the covert and overt challenges faced in the marketing of the product. What other factors play major roles in defining the packaging of a product/service apart from aesthetics and the cost. This case flyer is ideally suitable to teach Packaging and Labelling concepts in Marketing Mix discussion on 'Product' and its complementarities.

Pedagogical Objectives

  • To understand the importance of innovation and differentiation in packaging for the sale of a product or service
  • To discuss about the complexity and uniqueness of packaging a service vis-à-vis a tangible product
  • To discuss and debate on what it takes for Indian companies to adopt to the global standards of packaging - both for products/services and POP/POS


1 Makrand Kulkarni, 'Out of the Box', The Economic Times, December 14th 2013



This Case Pack Includes:
- Abstract
- Case Flyer
- Teaching Note (**ONLY for Academicians)
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