This activity is important because marketers are increasingly using packaging to not only protect their product for shipping and display, but also to set it apart from its competitors.

The goal of this exercise is to demonstrate your knowledge of how different packaging decisions can help a firm achieve its overall mission and goals.

Read the case and answer the questions that follow.

Imagine that a large producer of consumer health and beauty aids, Marvolo Brands, has developed a new type of hand sanitizer that is just as effective as Purell. The new brand is called Simply Clean.

As the company prepares to launch Simply Clean into the marketplace, it must make important pack$$ging decisions. One of its goals is to present Simply Clean as a product that is as much about function as it is about form$-$hand sanitizers, for instance, do not have the reputation for being fancy or stylish; they're typically packaged in clunky bottles not intended for decorative display.

Marvolo also needs to consider the ease and comfort of the hand sanitizer bottles. Some brands are packaged in heavy. difficult$-$to$-$open bottles whereas others, especially the travel$-$sized ones, are oddly shaped, hard to hold, and tend to open too easily, causing the contents to leak out all over one's bags. Marketing research also reveals that many of Marvolo's customers want bottles that are not only attractive, but that can be reused again for other purposes. Such are some of the considerations Marvolo's marketers must keep in mind as they develop their packaging strategy for Simply Clean.

Most hand sanitizers come in square plastic bottles; some are clear or tinted green or yellow. In general, they are practical, not very stylish, and not intended for decorative display. Marvolo seeks to change this image of hand sanitizers by changing its packaging. Which principle of packaging function and design should Marvolo apply in this case?

Multiple Choice

increasing convenience of the product by changing the shape of the packaging

containing and protecting products with durable packaging

creating a sustainable product using packaging that can be recycled after use

advertising and promoting products by changing the shape of the packaging