Provide a brand analysis report on Nissan Leaf and the Tesla Model 3.

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Branding Packaging Decisions

An important set of questions for a marketing team to consider involves the packaging on

which a brand's marks and name will be prominently displayed. Sometimes the package

itself is part of the brand. For example, the curvaceous shape of Coca-Cola's Coke bottle is

a registered trademark. If you decide to market your beverage in a similar-shaped bottle,

Coca-Cola's attorneys will have grounds to sue you.

Packaging has to fulfill a number of important functions, including the following:

communicating the brand and its benefits

protecting the product from damage and contamination during shipment, as well as

damage and tampering once it's in retail outlets

preventing leakage of the contents

presenting government-required warning and information labels

Sometimes packaging can fulfill other functions, such as serving as part of an in-store

display designed to promote the offering.

Primary packaging holds a single retail unit of a product. For example, a bottle of Coke, a

bag of M&Ms, or a ream of printer paper (five hundred sheets) are all examples of primary

packages. Primary packaging can be used to protect and promote products and get the

attention of consumers. Primary packaging can also be used to demonstrate the proper

use of an offering, provide instructions on how to assemble the product, or any other

needed information. If warning or nutrition labels are required, they must be on the

primary packaging. Primary packaging can be bundled together as well. Consumers can

buy bottles of Coke sold in six-packs or cans of Coke in 12-packs, for example.

Secondary packaging holds a single wholesale unit of a product: a case of M&M bags or

cartons of reams of paper. Secondary packaging is designed more for retailers than

consumers. It does not have to carry warning or nutrition labels but is still likely to have

Learning Topic

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brand marks and labels. Secondary packaging further protects the individual products

during shipping.

Tertiary packaging is packaging designed specifically for shipping and efficiently handling

large quantities. When a Coca-Cola bottler ships cases of Coke to a grocery store, they are

stacked on pallets (wooden platforms) and then wrapped in plastic. Pallets can be easily

moved by a forklift truck and can even be moved within the grocery store by a small

forklift.

A product's packaging can benefit the customer beyond just protecting the offering while

it is being shipped. No-spill caps, for example, can make it easier for you to use your

laundry detergent or prevent spills when you're adding oil to your car's engine. As noted

above, secondary packaging (and tertiary packaging) can serve as part of an in-store

display, thereby adding value for your retailers.

Licenses and Attributions

Branding, Labeling, and Packaging (https://2012books.lardbucket.org/books/marketing-

principles-v2.0/s09-04-branding-labeling-and-packagin.html) from Marketing Principles

is available under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0

Unported (https://creativecommons.org/licenses/by-nc-sa/3.0/) license without

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