Go to a store (grocery store, drug store, Target, etc.) and spend some time looking at the packaged goods. Choose a product that you think has either a very bad or very good package, in terms of marketing communications. Analyze the package and what you think makes it either good or bad. What does the package communicate about the product/brand? How does it do this (executional elements)? Is that message consistent or inconsistent with what youthink the overall marketing communication/branding objectives are for the product?
Go to a store (grocery store, drug store, Target, etc.) and spend some time looking at the packaged goods. Choose a product that you think has either a very bad or very good package, in terms of marketing communications. Analyze the package and what you think makes it either good or bad. What does the package communicate about the product/brand? How does it do this (executional elements)? Is that message consistent or inconsistent with what youthink the overall marketing communication/branding objectives are for the product?
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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Go to a store (grocery store, drug store, Target, etc.) and spend some time looking at the packaged goods. Choose a product that you think has either a very bad or very good package, in terms of marketing communications. Analyze the package and what you think makes it either good or bad. What does the package communicate about the product/brand? How does it do this (executional elements)? Is that message consistent or inconsistent with what youthink the overall marketing communication/branding objectives are for the product?
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