marketing branding, packaging and labelling)

BRANDING, PACKAGING AND LABELLING

BRAND -INDIA AS INNOVATIVE INDIA

Branding

• Any name, design, style, words or symbols, singly or in combination that distinguish one product from another in the eyes of the customer.

• Seen as a crucial part of marketing now• The psychological wrapping around the

product• Brands are used by people to establish their

status

MOST VALUABLE INDIAN COMPANIES

• 1. WIPRO2. HINDUSTAN UNILEVER3. INFOSYS TECHNOLOGIES4. RELIANCE INDUSTRIES5. RELIANCE PETROLEUM6. ITC7. HCL TECHNOLOGIES8. ZEE TELEFILMS9. SATYAM COMPUTERS10. HFCL

Brand Development Strategies

• Line Extension Existing brand names are extended to new forms, sizes, and flavors of an existing product category. Dove Soap, Dove Gentle Exfoliating Soap & Dove fresh moisture Bathing Bar

Fair & Lovely Fairness Cream-1978

Fair & Lovely Ayurvedic Fairness Cream-2001

Fair & Lovely Fairness Cream with extra brightness -2003

Fair & Lovely Menz Active-2006

• Brand ExtensionExisting brand names are extended to new or modified product categories.

Virgin Atlantic

Virgin Mobile

Virgin Cosmetics

Virgin Trains

Virgin Money

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80 Virgin Brands

• MultibrandsNew brand names are introduced in the same product category.HUL: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona

• New BrandsNew brand names in new categories are introduced

CO-BRANDING

Kingfisher NDTV Good Times

Pizza Hut & Pepsi

PackagingPackaging involves designing and producing the

container or wrapper for a product. The package may include the product's primary container (the tube holding Dettol Shaving Cream); a secondary package that is thrown away when the product is about to be used (the cardboard box containing the tube of Dettol); and the shipping package necessary to store, identify, and ship the product (a corrugated box carrying six dozen tubes of Dettol Shaving Cream).

Growing Use of packaging as marketing tool;1. Self service2. Consumer affluence: consumer are now willing to

pay a little more for convenience, appearance and prestige of better packages.

3. Company & Brand Image: Instant Recognition4. Innovation Opportunity

Labeling, printed information appearing on or with the package, is also part of packaging.

Packaging ProductsLabeling Can help market the product

• Nonaerosol• Bio-Degradable• Recyclable• Ozone Friendly• Fat Free• Salt Free• Sugar Free• 30% More Free!

• Nonaerosol• Bio-Degradable• Recyclable• Ozone Friendly• Fat Free• Salt Free• Sugar Free• 30% More Free!

Contents Under PressureDo Not Puncture

Contents Under PressureDo Not Puncture

Address issues of consumer safety

FlammableDo Not Use Near Open Flame

FlammableDo Not Use Near Open Flame

Child Proof CapChild Proof Cap

Product Adoption and Diffusion

Awareness• Customer is made aware, but lacks sufficient information

to purchase product. Interest• Customer interested in learning more about the product. Evaluation• Customer decides whether or not to try product.Trial• Customer samples product.Adoption• Customer integrates product into regular use.

The Diffusion Process

LaggardsLate

MajorityEarly

MajorityEarly AdoptersInnovators

"The Chasm"

Technology Adoption Process

THANX AND BEST OF LUCK FOR MTE