Jim Zeltner
MKT 333
Packaging
The product whose packaging I’m going to be writing about is the package of the Xbox One video games which is very different in a good way compared to what the Xbox 360 game cases looked like. The communication aspect of the Xbox One case compared to the Xbox 360 is pretty much the same in that in front it’s the game title and in the back it’s the features of the game. The difference is that the Xbox 360 cases has decent size game manuals along with some advertisements of other products where the Xbox One game cause only has a small game manual with only a few pages and that’s it. The Xbox one game case compared to the Xbox 360 game case is more functional in that it is a much smaller box with the same size disk so the goal there is that it takes up less room when putting it away and maybe costs less because it is less material being used. The perceptual benefits compared to the old game cases is that it is obviously smaller in size and also they made the cover art of the games stand out by being very shiny/holographic compared to just nothing fancy about the cover.
The package is a valuable part of the product in that it tells you what the product is and holds the actual product (the disk) inside of it. The package is an effective marketing tool because it does stand out with it being smaller than what all the video game cases have been like. It also contributes to differentiation in the same way because it is unique in that the game case is smaller and is shiny which helps catch the attention of the