Question: 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

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 con sumers.

Roll over each attribute to read the labeling or packaging example, then match the example to the correct benefit.

"Cold

-

activated" beer

Vertical packaging

Nespresso capsule

Aluminum can

Compressed insulation

Communication benefits

Functional benefits

Perceptual benefits

Connecting with customers

Environmental concerns

Product Packaging

Nutritional info

"Cold

-

activated" beer

Vertical packaging

Tetra pack juice boxes

Creating Customer Value and Competitive Advantage This activity is important because

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