9 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 exercise is to demonstrate your understanding of the benefits that labeling and packaging can provide to manufacturers, retailers, and consumers. Roll over each attribute to read the labeling or packaging example, then match the example to the correct benefit. Mc 9 Dannon Yogurt places a "sell by" date on all of its yogurt packages to ensure its product quality. Aluminum can "Cold-activated" beer Product Packaging Communication benefits Tetra pack juice boxes Functional benefits Compressed insulation Perceptual benefits Nutritional info Connecting with customers Environmental concerns Health, safety, and security issues Vertical packaging "Sell by date Cost reduction Reset Oreo Cookies has included the calories, grams of fat, and grams of trans fat on all of its cookie packages. 9 Aluminum can "Cold-activated" beer Product Packaging Communication benefits Tetra pack juice boxes Functional benefits Compressed insulation Perceptual benefits Nutritional info Connecting with customers Vertical packaging Environmental concerns Health, safety, and security issues "Sell by" date Cost reduction Reset 9 Ocean Spray first used tetra pack juice boxes because its product could be stored at room temperature for up to one year. Aluminum can "Cold-activated" beer Product Packaging Communication benefits Tetra pack juice boxes" Functional benefits Compressed insulation Perceptual benefits Nutritional info Connecting with customers Vertical packaging Environmental concerns Health, safety, and security issues "Sell by" date Cost reduction Reset 9 MillerCoors added customer value by updating the packaging label for Coors Light beer to be "cold-activated" and turn a blue color when the can or bottle is cold. Aluminum can "Cold-activated" beer Product Packaging Communication benefits Tetra pack juice boxes Functional benefits Compressed insulation Perceptual benefits Nutritional info Connecting with customers Environmental concerns Health, safety, and security issues Vertical packaging "Sell by" date Cost reduction Reset 9 Johns Manville compressed its fiberglass insulation, sold at Lowe's and Home Depot, to reduce the packaging materials and shipping charges to the stores. Aluminum can "Cold-activated" beer Product Packaging Communication benefits Tetra pack juice boxes Functional benefits Compressed insulation Perceptual benefits Nutritional info Connecting with customers Environmental concerns Health, safety, and security issues Vertical packaging "Sell by" date Cost reduction Reset 9 New Belgium Brewery decided to offer its premium Fat Tire micro brew in a can because aluminum is more likely to be recycled than glass. Aluminum can "Cold-activated" beer Product Packaging Communication benefits Tetra pack juice boxes Functional benefits Compressed insulation Perceptual benefits Nutritional info Connecting with customers Environmental concerns Health, safety, and security issues Vertical packaging "Sell by" date Cost reduction Reset 1 9 Crest's Vivid White toothpaste uses a vertical packaging format to help position the product as a beauty care product Aluminum can "Cold-activated" beer Product Packaging Communication benefits Tetra pack juice boxes Functional benefits Compressed insulation Perceptual benefits Nutritional info Vertical packaging Connecting with customers Environmental concerns Health, safety, and security issues "Sell by" date Cost reduction Reset