This document contains a presentation about packaging, labeling, warranties, and guarantees. It discusses key aspects of each topic such as how packaging can influence buyers and build brand equity. It also explains factors that have contributed to packaging's role as a marketing tool, including self-service shopping and consumer affluence. The presentation notes that warranties provide reassurance to customers and help build trust in a brand. Finally, it states that guarantees can be helpful for new companies and products to suggest quality and reduce customer risk.

1. 11 April 2013 1

2. A Communication Skills
Presentation on
Packaging, Labeling, War
ranties & Guarantees
Presented By:
Chandan Pahelwani (11047)
11 April 2013 Tolani Institute of Management Studies 2

3. PACKAGING
 Packaging means any product after being in its
original form packed and gets ready to be
served in the market.
 Well-designed products can build brand equity
and drive sales.
 Packaging is the buyer’s first encounter with the
product and can influence the buyer’s behavior
to buy the product or not.
 Some marketers call “p” of packaging as fifth “p”
of product-mix with product, price, place &
promotion.
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4.  Various factors have contributed to the
growing use of packaging as a marketing tool
:-
1) Self- service :- In supermarkets most
number of products are sold on the self-
service basis. The effective package must
perform many of the sales tasks : attract
attention, describe the product’s features.
2) Consumer affluence :- Consumer affluence
means consumers are willing to pay a little
more for the
convenience, appearance, dependability &
better packages.
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5. 3) Company & brand image :- Packages
contribute to instant recognition of company or
brand.
4) Innovation opportunity :- Innovative and
new style of packaging can bring large benefits
to consumers and profits to customers.
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6.  From the perspective of both the firm and
the consumers, packaging must achieve a
number of objectives :-
 Identify the brand
 Convey descriptive & persuasive
information
 Facilitate product transportation and
protection
 Assist at home storage.
 Aid product consumption
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7. LABELING
A simple tag attached to the product which
carries brand name & different deals of
information.
 It is a part of package.
 It performs several functions.
 It identifies the product.
 It grades the product.
 Where the product is made, by whom, what it
contains, how it is to be used safely.
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8. WARRANTIES
 All sellers are legally responsible for fulfilling
a buyer’s normal or reasonable expectations.
 Warranties are formal statements of
expected product performance by the
manufacturer.
 Products under warranty can be returned to
the manufacturer or designated repair center
for repair, replacement and refund.
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9.  For manufacturers it is reasonable to
provide warranties.
 It helps the customer to trust the brand.
 It is beneficial for the company also, as
customers start taking interest & trust the
product due to the warrantee provided.
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10. GUARANTEES
 Many sellers either give general or specific
guarantee.
 For eg: Procter & gamble promises
general guarantee to the customers.
 Guarantees reduce the buyer’s risk.
 Guarantees suggest that the product is of
high quality.
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11.  Guarantees can be especially helpful
when the company or product is not well
known in the market.
 When the product’s quality is superior to
competitors.
 Company’s service performance can be
measured by the kind of guarantees they
provide.
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