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detergent packaging gimmick—an ‘over- cap.’ It goes onto a bottle, over the regular cap. It can be torn away and sent in for a refund. Less likely to be cheated on than a coupon. Now that’s creative. Are you creative? Could you come up with some ideas like that? We think there is a big packaging opportunity to differentiate our nonalcoholic beer. New products people on that line would sure appreciate some packaging ideas they have never heard of. Good ones, that is, not just a bunch of foolishness

detergent packaging gimmick—an ‘over- cap.’ It goes onto a bottle, over the regular cap. It can be torn away and sent in for a refund. Less likely to be cheated on than a coupon. Now that’s creative. Are you creative? Could you come up with some ideas like that? We think there is a big packaging opportunity to differentiate our nonalcoholic beer. New products people on that line would sure appreciate some packaging ideas they have never heard of. Good ones, that is, not just a bunch of foolishness

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Packaging must be terribly important today on lots of products. We spend a fortune on it. I read recently about a detergent packaging gimmick—an ‘over- cap.’ It goes onto a bottle, over the regular cap. It can be torn away and sent in for a refund. Less likely to be cheated on than a coupon. Now that’s creative. Are you creative? Could you come up with some ideas like that? We think there is a big packaging opportunity to differentiate our nonalcoholic beer. New products people on that line would sure appreciate some packaging ideas they have never heard of. Good ones, that is, not just a bunch of foolishness.
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