This exercise will help you better understand how creating customer value and competitive advantage relate to packaging and labeling. The packaging component of a product refers to any container in which it is offered for sale and on which label information is conveyed. A label is an integral part of the package and typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients. To a great extent, the customer's first exposure to a product is the package and label, and both are an expensive and important part of marketing strategy. Changing the packaging and/or label can help the company in repositioning its product in the consumer's mind.
Nutrition Infor-Oreo Cookies included calories nutrition facts to all cookie packages
Sell by date-Yogurt company included sale by date
Aluminum can-Brewery decided to offer its premium Fat Tire micro brew in a can because it is recyclable
Cold activated beer-Beer company added customer value by updating the packaging for beer to turn blue when cold
Compressed insulation- reduced packaging materials and shipping costs that were sold to Lowes
Vertical packaging-toothpaste company uses vertical packaging to position the product to use.
Tetra pack juice boxes-company used tetra juice boxes because the product has to be stored in room temperature for a year.
Roll over each item and read the statement. Drag and drop each item into the correct spot within the chart.
Product Packaging
Nutritional info
Sell by" date
Aluminum can
Cold-activated"
Compressed insulation
Vertical packaging
Tetra pack juice boxes

Communication benefits
Functional benefits
Perceptual benefits
Connecting with customers
Environmental concerns
Health, safety, a security issues
Cost reduction eset