MBA 503 Marketing Management
Homework Assignment
Product Packaging
Package design and development are critical components of a firm’s new product development
process, as well as its overall marketing strategy. Packaging can have a significant impact on a
product’s success or failure in the marketplace. At the same time, we know that innovative
packaging alone will not ensure success. Companies must optimize all the key elements of the
product, and the rest of the marketing mix to improve their chances for success.
This homework assignment is to select and discuss two different packages; one you believe is
highly effective and highly ineffective in delivering on key marketing objectives for packaging
including (packaging should be similar products):
Visibility on Shelf: unique/innovative design, shape, size color, graphics, etc. that “pop”
off the shelf and stand out versus competitor’s product and capture the consumers
attention
Features/Benefits: improved functionality, protection, usage, convenience, etc.
Advertising/Communication clearly communicates and positions the product, brand,
features and benefits to sell the customer
You should develop a written summary detailing your thoughts on the packages you have
selected. You must present the actual packaging during class. Your report must cover the
following key points:
The main reason(s) you selected each package
How the packages succeed or fail in the delivery of key marketing objectives
Changes/improvements you would recommend for each product packaging
Reports should be turned in by 6:00 p.m. on Thursday April 22nd. We will be reviewing the
assignments in class that evening. Please be prepared to present your packages and comments
at that time
Remember the primary focus of this assignment is on the actual package, not on the product,
brand or company.
Assignment is worth 75 Points
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