Marketing Essay Examples

Product Packaging – Tropicana Orange Juice

Tropicana juice packaging was redesigned in 2009 and the brand lost more than 20 million dollars in sales loss, and several complaints from consumers. The key things I learnt about packaging are the Brand awareness, Positioning, and Value Propositions. Brand awareness, sub-brand awareness, and value propositions that provide more information about the product helps consumers make purchase decisions easily.

Product Packaging - Perdue Farms

The new packaging of Perdue farms uses visual metaphor communicating the brand positioning rather than using text on the packaging. The idea of using visual metaphor is excellent as brand positioning is about brand at its core. Examples of brand positioning are valid to organic, all natural or value products. Visual metaphor is the best method to persuade and connect clients to illustrate the essence of the brand.

Product Packaging – Nestle

Few companies get acquired by other companies that acquire a new brand into their existing portfolio. When companies are acquired it is mandatory to accommodate both the brands in the product. Such acquisitions are called driver role and endorser role, which may vary accordingly to protect brand equity and faith of the customer. Over a period of time the acquired company’s name is removed through a sequence.

Product Packaging - Video

Product Packaging is a critical aspect of marketing, and Life technologies has redesigned its packaging to the new color coded boxes, which can be sorted, stored and packed easily. These boxes also have sufficient space to write on them.

Branding - 3 C’s of Branding

I learnt that brand clarity is a significant feature in developing business. Successful branding can be achieved by being clear on understanding who you are and why customers do business with you. Branding consists of 3 C’s namely Clarity, Consistency, and Character. Being consistent generates brand presence, and having a character that understands customer sentiments turns their requirement into desires.