Marketing Management, 16th Edition

Managing Packaging and Labeling

Many marketers view packaging and labeling as an important element of product strategy. Some product packages—such as the Coke bottle, Tiffany’s blue box, and the Red Bull can—are world famous.

Packaging

Packaging includes all the activities of designing and producing the container for a product. Packages might have up to three layers, with one or more of these layers designed to capture the purchaser’s attention and ensure that the product is distinct from the competition. Cool Water cologne by Davidoff For Men comes in a signature blue bottle with white lettering (primary package) inside a blue cardboard box with white lettering (secondary package), shipped in a corrugated box (shipping package) to protect ...