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  • MKTG MGMT - Sem 2 - Lec 6 - Product Service Packaging

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    Lakhan Subhash Trivedi
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    Product and service packaging play important roles in the customer experience. Product packaging involves designing and producing containers that brand and inform customers, allow for storage and transportation, and facilitate usage. Service packaging refers to all activities that extend the core service experience at the point of sale. Both product and service packaging aim to improve customer evaluation, the buying experience, ownership experience, and loyalty through branding, information, convenience, and additional services.

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    Mktg Mgmt - Sem 2 - Lec 6 - Product Service Packaging (1)

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    Product and service packaging play important roles in the customer experience. Product packaging involves designing and producing containers that brand and inform customers, allow for storage and transportation, and facilitate usage. Service packaging refers to all activities that extend the core service experience at the point of sale. Both product and service packaging aim to improve customer evaluation, the buying experience, ownership experience, and loyalty through branding, information, convenience, and additional services.

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    5 views5 pages

    MKTG MGMT - Sem 2 - Lec 6 - Product Service Packaging

    Uploaded by

    Lakhan Subhash Trivedi
    Product and service packaging play important roles in the customer experience. Product packaging involves designing and producing containers that brand and inform customers, allow for storage and transportation, and facilitate usage. Service packaging refers to all activities that extend the core service experience at the point of sale. Both product and service packaging aim to improve customer evaluation, the buying experience, ownership experience, and loyalty through branding, information, convenience, and additional services.

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    © All Rights Reserved
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    of 5

    Product & Service

    Semester 2 Packaging
    Marketing Management
    Part 1
    Definition

    Product Packaging Service Packaging

    “All the activities of designing & Service packaging refers to all activities
    producing the container for a product” required to be added to deliver the core
    product or extend the core product
    - Philip Kotler
    experience.

    Packaging is the science, art and


    Packaging material filled and used at the
    technology of enclosing or protecting
    point of sale to extend the core value
    products for distribution, storage, sale,
    proposition
    and use.
    Roles of Product & Service Packaging

    Customer Experience = Product Packaging + Service Packaging

    • Branding & Visibility • Customer Product Evaluation


    • Storage & Usage • Buying Experience
    • Transportation & Logistics • Usage & Ownership Experience
    • Information & Compliance • Loyalty & Retention
    Product Packaging for Retail
    • Brand positioning • Visibility on store shelves
    • Convey brand image through visual design • Differentiate from competition
    • Strengthen brand proposition through • Aid customers’ discovery process
    promotional designs • Maximise visibility with optimal stacking
    • Facilitate brand recall with reminder visibility • Storage Efficiency
    at usage location
    • Facilitate stacking (weight capacity)
    • Product information
    • Maximise space utilization
    • Product content, expiry, origin etc
    • Minimize weight
    • Usage tips & options
    • Ensure product safety till expiry date
    • Product usage
    • Design & form factor to improve usage
    experience
    • Design to facilitate home storage & re-usage
    Service Packaging for Retail
    • Customer Decision-Making • Ownership experience
    • Encourage product demo, trial & testing • Product guides & handbooks (physical &
    (special tester packaging, demo staff) digital)
    • Provide financing facilities • Digital apps & interfaces
    • Facilitate purchase logistics • Warranty, maintenance & servicing packages
    • Shopping experience • Loyalty & referral programs
    • Shopping location conveniences to encourage • Upsell & buy-back offers
    walk-ins (parking, water etc)
    • Product / brand specific conveniences to
    imbibe “pride of purchase” (branded carry-
    bags etc)
    • Merchandising & add-on products (physical &
    digital)

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