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Marketing 110
Activity Five Product Packaging Analysis Assignment
Find a unique consumer good package and analyze it according to literature on packaging and
branding, including the Canadian Labelling and Packaging Act. (Also consider your MARK 110
course textbook and PowerPoint slide information about packaging). You must also include:
one colour photograph of the front and one colour photograph of the back of the package
you have studied. This can be as a separate jpg (preferred) or png file attachment(s).
Write answer the following questions using this template. Add space as needed:
1. Describe the brand, design, colour and symbols shown on the packaging. Discuss what
each of these elements communicate to the product’s primary target market. (10
marks)
- Brand: TH True Milk. TH stands for "True Happiness." That is the company's desire to
bring consumers the most "real" products from nature, preserving nature's essence.
Therefore, "True" together with TH is always an essential element in the name. Their
products are Fresh - Clean - Natural Essence. This is also a simple commitment
because true values build human happiness. (TH, 2017)
Target Market: People with average income and above, concentrate primarily on
those with a preference for "clean" high-quality milk.
- Design: The packaging layout is quite balanced, with the ratio 1/3 and 2/3. The top
one-third is an image of the sky with clouds creating unity. Leaving the top half blank
creates spaciousness, giving consumers an infinite and endless feeling like the
primary source of pure and rich fresh milk while evoking simplicity, easy to
remember with consumers. The bottom two-third is the entire text that includes the
brand name TH True Milk with the large size stands out, and below is some vital
information in the smaller font size. The top of the box has parameters about the
date of manufacture, expiry date. The body of the box is full of nutritional
information and instructions for use.
Target Market: Families with young children because this target group has great
needs; their children's ages are growing both physically and psychologically, their
milk needs are greater than those of other groups.
- Color: Harmoniously combining blue and white colors, TH True Milk gives customers
a feeling of freshness and purity.
- Symbol: The dark blue "TH" is a sign of high technology and trust. The star is a flower
from the land, in the shape of the Vietnamese Fatherland (Golden Star). This image
brings consumers a consistent message: TH true MILK fresh milk is extracted from
pure natural ingredients combined with world-leading technology. In brands,
