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

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"Cold$-$activated" beer

Communication benefits $(1/4)$

Functional benefits

$(2/4)$

Nespresso capsule