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Product Packaging and Innovation

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One element of the tangible product is packaging. Packaging serves a number of functions beyond the mere protection of the product. In fact, with some brands, the package may play a central role in the growth of the brand. Discuss two products, one in which the package plays a significant role and one in which it play a minor role. Discuss the potential role of packaging in innovation.

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Packaging plays an important role in many products. It can be used to provide the consumer with additional information about the product and its uses (Mrs. Stewarts Bluing — Whitening Whites Safely Since 1883 and Arm & Hammer Baking Soda) or it can be used to help cement the brand identity (Apple products). In other cases, packaging is just packaging. For instance, ...

Solution Summary

This solution discusses product packaging and innovation. Provides many examples.