Question

1)    a-) Address how TOYOTA RAV4 LE is “packaged” prior to the sale. Discuss the appropriateness and consistency of the “packaging” that the dealership provides the product as well as how the four purposes of packaging are provided for this product. In the case of most automobiles, the packaging also encompasses part of the delivery process (distribution or place strategy) and part of the personal selling process (promotional strategy). Focus your response primarily on the product strategy portion, meaning the “packaging” of the product, as much as possible and avoid addressing the personal selling (promotional strategy) and delivery process (distribution strategy) for this assignment. While vehicles are not packaged in a traditional box or clamshell, the product is surrounded by an environment and factors that serve many of the same four purposes as packaging, which is what your response should address.

Packaging Purpose(s): (Note how these are fulfilled via the vehicle’s “packaging” described above)

1. Protection:

                        2. Labeling:

                        3. Assistance in marketing:

                        4. Cost-effectiveness

c) Appropriateness & consistency of the “packaging”: how the “packaging” is utilized to fulfill 1,2,3 BELOW or fails to do so.)

                        1. TARGET MARKET expectations of the packaging & how it fulfills those expectations or not

                        2. Compare/contrast to competitors packaging

                        3. How does the packaging support the desired market position (price vs. perceived quality)?

Answer 1

Answer : Toyota Rav4LE is a top manufacture of vechiles in the world. To maintian good reputation and earn higher profit through work on various P of the marketing. But in this context packaging plays an important role as they provide relevant information. In packaging of the car they dont put the car into the box. But design a body of a car in such a way that it attract the potential customers and forced them to buy.

• First impression of the car is body and design. It is part of packaging of car.
• Toyoto Rav4LE used unique and attractive packaging of its that they grab the attention.
• Car features has been displayed in the front seat so that whole information of the car should be provided in advance.

The main purpose of packaging is to safeguard the product from various factors such as tampering, scratch on the car, colour of the car changes during heat or sunlight.

• Safety of the product from the external factor such as heat, storm etc.
• Create image of the product through packaging. Packaging should always be attractive and grab the attention of the potential customers.
• Labelling is an part of packaging. In the product such as vechilies there should be proper trade mark of the company so that consumer should know there product manufactured by trade mark also.
• Assistance in marketing as the packaging is an important tool for the customer as they have impact on buying decision. Packaging is an important part of the marketing mix.
• Cost effectiveness in packaging means that packaging of the product should be done in such a way that it attract most of the customers and it does not increase unit packaging as well as does not decrease profit of the firm.

Packaging should be appropriate and consistent. As we know packaging is an important tool of the marketing mix :

• Packaging should used by the marketers to grab the potential customer to purchase the product. Packaging should take the attention of the potential customer and hit the target audiance to purchase the product from the market.
• With comparsion to competitors packaging should always be attractive and provides more information than your competitors. Packaging of the product in such a manner that it should be easy to handle by the customer. Packaging provided us the way of promoting the product at the point of purchased and ensured protection.
• Packaging should be done so that they can sell to there customers best quality product at best price. Quality conscious is more important prespective of packaging of the product. The marketer main strategy is to show customer about quality of the product they sold to the marketer.

Atlast, a good packaging should not only attract target audiance but provide safety as well as show proper quality of the product.