$1$ Creating Customer Value and Competitive

Advantage

This activity is important because the package and label are often the customer's first exposure to a product. Marketing managers

must design packaging and labeling that provide benefits for retailers and ultimate consumers. Successful executions of packaging

and labeling can become a competitive advantage for manufacturers.

The goal of this activity is to demonstrate your understanding of the benefits that labeling and packaging can provide to

manufacturers, retailers, and consumers.

Group the examples by the product packaging benefit they best respresent. Move each label to the correct drop zone box. The notes

button next to a label provides more information.

Labels

$($i$)$

Drop Zones

"Cold$-$activated"

beer

Communication

Functional benefits

benefits $(\frac{1}{4})$

$(2/4)$