Basic Product Concepts
Aesthetics
Visual Aesthetics includes the color or shape of a product, labels and packages.
Packaging
Labeling
Consumer packaged goods
Product Types
The aesthetics styles such as the complexity in a label or a product is perceived differently in different parts of the world.
Designed to protect the product during shipping, at retail locations, and at the point of use or consumption
"Eco-packaging
Recycling, biodegradability, and sustainable forestry.
Classifying products between consumer and industrial goods.
Can be further classified on criteria such as buyer orientation.
Example
Communication
When General Motors where negotiating with China they knew that the withe color represented death and bad luck in some Asian countries. So they gifted the Asian Company with a Tiffany blue box, but instead of the white ribbon they put them a red one which for them is considered a lucky color.
Packages (and the labels at-tached to them) offer communication cues that provide consumers with a basis for making a purchase decision.
Measure of the amount of effort the consumer expends.
The Product "P" of the marketing mix is an opportunity for any global company.
It must engage the senses, make an emotional connection, and enhance a consumer’s brand experience.
Product Warranties
Express Warranties
It is essential to adapt products and brands to local market preferences
Product
It can be defined as good or service with tangible and intangible attributes
Packaging Aesthetics is of extreme importance for Japanese
It creates value for the consumer
Can also be classified in terms of life span.
Tangible: weight, dimensions, or materials.
"Packages are creating an experience for the customer that goes beyond the functional benefits of displaying and protecting the object.” (Schmitt B., 2016)
Written warranties that assures buyers that they are getting what they paid for.
Intangible: social status, manufacturer's service commitment and brand reputation.
Experiential Packaging
Used to position a company at a competitive level.
Examples
Example
Example
TV with a LCD screen that measures 42 inches across.
Hyundai 100-mile warranty program
Consumers want a TV that is "cool" with a high status
Corona Extra Beer
Coca Cola
Products labels are design to attract attention, support the products positioning and help persuade consumers to buy.
Provides consumers various types of information
Nestlé
Regulations
Implemented changes include a plastic lid to make ice cream containers easier to open, slightly deeper indentations in the flat end of candy wrap.
Dictated by specifications of a country or region
All ingredients information, use and care instructions have to be properly translated
Distinctive (and trademarked) contour bottle comes in both glass and plastic
versions and helps consumers seek out the “real thing.”
Mandatory Label Content
Bottles should be short, green or brown in color, and have paper labels.
They vary in different parts of the world.
Example
Reference: Keegan, W., & Green, M. (2016). Global Marketing, Global Edition (pp. 324-328). Pearson Education, Limited.
The EU has specific labeling regulations for foods containing genetically modified ingredients.
In the US the Nutrition Education and Labeling Act of 1990 was intended to make food labeling more informative and easier to understand.
Now a days all food products sold in the US must follow a standard format:
Information regarded to nutrition must be shown such as calories and fat content regarding the service size.
Terms such as:
- Light
- Natural
ARE RESTRICTED
Team #3
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Dana Paola Yáñez Treviño A00827061
Kathya Flores Lerma A00827502
Karen Alejandra Rodríguez Valadez A01197763
Vanessa Elena Elizondo Flores A00827672