PKG101_FS08_Mid_Term_Review_-_Outline

PKG101_FS08_Mid_Term_Review_-_Outline - PKG 101 Mid Term...

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PKG 101 Mid Term Review School of Packaging Packaging Role in Marketing Packaging Introduction Glass Metal Can Plastic Packaging Sustainability
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MSU School of Packaging Proposals from industry in late 1940’s John Hannah suggested a course Jim Goff taught first course (5 students) SoP started (modestly) in 1952 Current building Built in 1964 Financed by industry Building addition in 1987 Offices Conference center Research labs
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MSU School of Packaging Student organizations Institute of Packaging Professionals Pi Kappa Gamma Women in Packaging Activities Speakers from industry Plant tours Social activities Charitible and service work
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Four Ps - Marketing Mix In popular usage, "marketing" is the promotion of products, especially advertising and branding . Marketing term has wider meaning which recognizes that marketing is customer-centered. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers.
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Four Ps - Marketing Mix Product: : specifications of the actual goods or services, and how it relates to the end-user 's needs and wants. Scope generally includes elements such as warranties, guarantees, and support. Pricing: process of setting a price for a product, including discounts. The price need not be monetary - it can simply be what is exchanged for the product or services, e.g. time, energy, psychology or attention. Promotion : advertising , sales promotion , publicity , and personal selling, branding and refers to the various methods of promoting the product, brand , or company.
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Four Ps - Marketing Mix Placement (or Distribution): how the product gets to the customer; for example, point of sale placement or retailing . Refers to the channel by which a product or services is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. 6
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The 4 Ps – Where’s Packaging? PRODUCT, PRICE, PLACE, PROMOTION The PRODUCT = Product + PACKAGE + Brand Equity + Experience + Sustainability Elements + Services The Package is the product and more The Package is the product delivery system
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T C N V V F T A E S aste/Performance onvenience utrition/Life Extension alue ariety un rading up ffordable luxury nvironment/sustainability afety/Security It is critical to consider your consumer’s experience, and packaging’s role throughout the usage cycle – and consumer and shopper are not always the same Consumer Trends CONSUMERS TRENDS - PURCHASE BEHAVIOR Source: PTIS 2006 Package Innovation Report
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What is a package A package is the enclosure for products, items or other packages, such as a wrap, pouch, bag, box, cup, tray, can, tube, bottle, or other container form, to perform one or more of the following four basic functions : o Containment o Protection o Communication o Utility / Convenience
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PKG101_FS08_Mid_Term_Review_-_Outline - PKG 101 Mid Term...

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