Product Packaging Issues and Laws and

Extended Product FeaturesMarketing

2003-2004

HDTV

Contemporary Packaging Issues

• Environmental Packaging

• Reusable

• Recyclable

• Less Wasteful

• Safer

• Cause Packaging• Paul Newman

• Ben & Jerry’s Ice Cream

Labeling Laws

• Fair Packaging and Labeling Act of 1966

• Enforced by:

– FDA

» Health Warnings

» Nutrition Info

» Genetically Modified

– FTC

» Misleading

» Environmental Claims

Warranties• A promise or

guarantee given to a customer that a product will meet certain standards.

Types of Warranties

• Express– Explicitly stated in

writing or orally

• Implied– Exists when a purchase

takes place automatically

• Disclaimers– A statement of

exceptions

The Importance of Warranties to Product Planning

• Focus on Customer Need

• Set Clear Standards of Performance

• Generate Customer Feedback

• Encourage Quality Control

• Boost Promotional Efforts

Consumer Protection

• Consumer Product Warranty Act (written warranties)

• Consumer Product Safety Act (safety)

• Food, Drug, and Cosmetic Act (safety)

• Environmental Protection Agency (Emissions)