ANEESH . SUHAS . GONDHALEKAR

XI H

ROLL NO : 5

INTERNAL EXAMINER>>>>>>>>>>>>>>>>>>>>>

EXTERNAL EXAMINER>>>>>>>>>>>>>>>>>>>>>

BRANDINGAlmost every business has a trading name, from the smallest market trader to the largest multi-national corporation. Only a minority of those businesses however, have what could be classed as a brand or a brand name.Branding is a word commonly referred to by advertisers and marketing people, but what does it actually mean, how can you get it, and most importantly; how will it benefit your business?What is BrandingThere are many different definitions of a brand, the most effective description however, is that a brand is a name or symbol that is commonly known to identify a company or its products and separate them from the competition.A well-known brand is generally regarded as one that people will recognise, often even if they do not know about the company or its products/services. These are usually the businesses name or the name of a product, although it can also include the name of a feature or style of a product.The overall branding of a company or product can also stretch to a logo, symbol, or even design features (e.g. Regularly used colours or layouts, such as red and white for Coca Cola.) that identify the company or its products/services.For example:The Nike brand name is known throughout the world, people can identify the name and logo even if they have never bought any of their products.However, not only is the company name a brand, but the logo (The tick symbol) is also a strong piece of branding in its own right. The majority of people that are aware of the company can also identify it (or its products) from this symbol alone.The clothing and running shoe company Adidas is well known for using three stripes on its range of products. This design feature branding allows people to identify their products, even if the Adidas brand name and logo is not present.

What is Brand NameThe practice of using a brand name is the evolution of the ancient custom of branding one's belongings. Whether this meant making one's mark on clothing, pottery, smith's works, or livestock, it was designed to make it obvious which person or family owned specific items. Today's brand name works basically the same way. It is used to distinguish one product, especially a competing product, from another. In other words, it is a mark used to show ownership.What is Generic NameName of a successful (and usually the first) product, used commonly by people to name an entire category or class of products. For example, Fridge (refrigerator), PC (desktop computer), Thermos (vacuum flask), were once exclusive brand names but now refer to all brands under their respective category of products. Generic names cannot be owned by anyone, not even by the firm who first introduced them.What is a Brand MarkA brand mark is a symbol or a mark used for a particular product so that the consumers can identify the product. For example: Brands like Adidas & Nike have their own logos on each of their products.

What is a Trade MarkGenerally speaking, a trademark is a word, symbol, phrase or device which uniquely identifies a particular company or individual. There are many types of bottles used to contain soft drinks, for example, but only one with the distinctive logo and design of Coca-Cola. Each element of a Coca-Cola bottle- the shape, red imprint and name-could be considered a trademark of the Coca-Cola company. Because all of these elements have been legally registered with the United States Patent and Trademark Office (USPTO), no other soft drink company can create a similar trademark.

Types of BrandingBuilding strong and lasting relationships with customers and the communities in which the businesses reside as well as with their own employees seems to be (or should be) the focus of many companies.Just as there are many branding techniques, there are also many different uses for branding. Here are the seven common types of branding.Corporate BrandingMaking the promise of quality products, service, and delivery to customers. The intent is to attract new customers and create loyalty in past customers. Corporate branding is nothing new; its been around as long as competition between businesses has existed.Employer BrandingFocusing on employees to understand the vision, mission, goals, products, and services of the company. It is designed to educate employees in order for them to uphold the corporate brand to their customers. (While employer branding may be required and essential to a competitive business, it neither aligns an employees goals and values with a companys, nor does it apparently help in retaining employees as indicated by the continuing efforts to reduce turnover.)Cause BrandingAttempting to attract customers by associating the company with a cause or purpose that potential customers would find beneficial to their personal goals or in line with their values. This might be a percentage contribution of company sales to charitable organizations or donations to nature and wildlife preservation councils.Co-BrandingBecoming more familiar to the consumer all the time. These include, for example, mini-marts attached to gas stations, banking facilities within grocery stores, and Laundromats attached to anything from bowling alleys tofamily entertainment centers. This branding falls in the one-stop shopping category.Spirit BrandingHit the consumer market big time by selling soft drinks with the slogan of Id like to teach the world to sing . . . . Its that get a good feeling from using our product approach. The world looks brighter and things just go better when you start your morning off with our product.

Community BrandingShowing the collective good a company can do for the community in which it and its employees reside. This branding can include company and employee outreach programs to help the needy, support theelderly, contribute to public education, or provide emergency relief and jobs for the unemployed. Its a promise to the people in the community that this company will be a beneficial partner to them.Culture brandingAnother method of branding, branding to employees may be something new to consider in waging war against sagging morale and high employee turnover. Culture branding is making promises to employees concerning their working environment and relationship to their leaders and managers. In this case, promises are different from guarantees and opportunities in that they are offered free of encumbrances other than taking advantage of them through either purchase and use or employment agreement.Merits of BrandingRecognition and LoyaltyThe main benefit of branding is that customers are much more likely to remember your business. A strong brand name and logo/image helps to keep your company image in the mind of your potential customers.If your business sells products that are often bought on impulse, a customer recognising your brand could mean the difference between no-sale and a sale. Even if the customer was not aware that you sell a particular product, if they trust your brand, they are likely to trust you with unfamiliar products. If a customer is happy with your products or services, a brand helps to build customer loyalty across your business.Image of SizeA strong brand will project an image of a large and established business to your potential customers. People usually associate branding with larger businesses that have the money to spend on advertising and promotion. If you can create effective branding, then it can make your business appear to be much bigger than it really is.An image of size and establishment can be especially important when a customer wants reassurance that you will still be around in a few years time.Image of QualityA strong brand projects an image of quality in your business, many people see the brand as a part of a product or service that helps to show its quality and value.It is commonly said that if you show a person two identical products, only one of which is branded; they will almost always believe the branded item is higher quality.If you can create effective branding, then over time the image of quality in your business will usually go up. Of course, branding cannot replace good quality, and bad publicity will damage a brand (and your businesses image), especially if it continues over a long period of time.

For example:The Sunny Delight drinks brand was one of the biggest in the UK just a year after its launch. However, constant bad publicity about the quality of the product has severely damaged the image of the brand, and sales have dropped for each of the past several years.Image of Experience and ReliabilityA strong brand creates an image of an established business that has been around for long enough to become well known. A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business.Most people will believe that a business would be hesitant to put their brand name on something that was of poor quality.Multiple ProductsIf your business has a strong brand, it allows you to link together several different products or ranges. You can put your brand name on every product or service you sell, meaning that customers for one product will be more likely to buy another product from you.For Example:Cadbury makes a range of confectionary under many different sub-brand names such as Dairy Milk, Boost, Flake, and Time Out. All of these are sold under the product brand, but all feature the Cadburys brand name on the packaging.DEMERITS OF BRANDINGCostIf you wish to create and maintain a strong brand presence, it can involve a lot of design and marketing costs. A strong brand is memorable, but people still need to be exposed to it, this often requires a lot of advertising and PR over a long period of time, which can be very costly.There are also costs involved with the creating of a brand image or logo (Paying for a designer, printing new letterheads/business cards etc.), and although most of these are only one off costs, they are still relatively large for most small businesses.The exposure of your brand can be left to word of mouth, this will save you money, but will also greatly slow down the exposure your brand receives.ImpersonalOne of the main problems with many branded businesses is that they lose their personal image. The ability to deal on a personal basis with customers is one of the biggest advantages small business have, and poorly designed branding could give customers the impression that your business is losing its personal touch.Fixed ImageEvery brand has a certain image to potential customers, and part of that image is about what products or services you sell. If you are known for selling just one product, and you want to sell another product, will you be able to do so effectively?If you sell computers, would your brand name be suitable for selling vacuum cleaners? If your brand is focused too strongly on one product, it can limit your ability to sell other products.TimescaleThe process of creating a brand will usually take a long period of time. As well as creating a brand and updating your signs and equipment (e.g. Stationary, vehicles etc), you need to expose it to your potential customers.It is commonly shown that people need to see an advert at least three times before they absorb it, which means you will need to advertise and promote the brand for a considerable amount of time before it will become well known.

QUESTIONNAIREName: ___________________ Location: ________________Age: _____

Q1. Do you eat chocolates ? YES NO

Q2. In which form do you prefer chocolates? Chocolate Bar Chocolate Powder Chocolate Spread Chocolate Sweets

Q3. Which Brand of Chocolates do u prefer ? Galaxy Lindt Cadbury Others _______________

Q4. What kind of Packaging do u prefer for the chocolates? Box Plastic Pack Wrappers Others ________________Q5. How Often do you buy chocolates ? Once a day 2-3 times a week Special Occasions Others _____________

Q6. Do you think the present choices available in chocolates are costly? If yes what will be your ideal price range?_______________________________________________________________________________________________________________________________________________________________

PACKAGING

WHAT IS PACKAGINGPackaging is anything that is used to contain, protect, deliver or present goods. Goods could be raw materials or processed items.Packaging can be made out of paper, board, wood, glass, metals, plastics, cork, hessian, jute or ceramics.For example: Boxes, Bags, Pallets etc.If an item is integrated into packaging and intended to be used and thrown away with it, it is still considered as packaging. For example, a makeup mascara brush or a measuring cup provided with washing powder.What is the role of Packaging Physical protectionThe objects enclosed in the package may require protection from, among other things, shock, vibration, compression, temperature, etc.Barrier protectionA barrier from oxygen, water vapor, dust, etc., is often required. Permeation is a critical factor in design. Some packages contain desiccants or Oxygen absorbers to help extend shelf life. Modified atmospheres or controlled atmospheres are also maintained in some food packages. Keeping the contents clean, fresh, sterile and safe for the intended shelf life is a primary function.Containment or agglomerationSmall objects are typically grouped together in one package for reasons of efficiency. For example, a single box of 1000 pencils requires less physical handling than 1000 single pencils. Liquids, powders, and granular materials need containment.MarketingThe packaging and labels can be used by marketers to encourage potential buyers to purchase the product. Package design has been an important and constantly evolving phenomenon for several decades. SecurityPackaging can play an important role in reducing the security risks of shipment. Packages can be made with improved tamper resistance to deter tampering and also can have tamper-evident features to help indicate tampering. Packages can be engineered to help reduce the risks of package pilferage: Some package constructions are more resistant to pilferage and some have pilfer indicating seals. Packages may include authentication seals and use security printing to help indicate that the package and contents are not counterfeit. Packages also can include anti-theft devices, such as dye-packs, RFID tags, or electronic article surveillance. tags, that can be activated or detected by devices at exit points and require specialized tools to deactivate. Using packaging in this way is a means of loss prevention.ConveniencePackages can have features which add convenience in distribution, handling, stacking, display, sale, opening, reclosing, use, and reuse.Portion controlSingle serving or single dosage packaging has a precise amount of contents to control usage. Bulk commodities (such as salt) can be divided into packages that are a more suitable size for individual households. It is also aids the control of inventory: selling sealed one-liter-bottles of milk, rather than having people bring their own bottles to fill themselves.

Levels of packagingThe primary packaging is the packaging that is exposed to the consumer and so will have the attributes conveying important information to the consumer. However, the overall packaging can also be subdivided into other levels of packaging.The first level of packaging is the package that the product is contained in. This level of packaging may be the one that the consumer sees, but depending on the product, the first level package may be as simple as a clear plastic bag. For example, in a cereal box, the box is displayed to the consumer, however the actual cereal is contained within a sealed plastic bag. The bag is the first level of packaging.The next, or second level of packaging in this example would be the cereal box itself. In this case, the first level of packaging provides some protection to the food item and conveys no information to the consumer. The cereal box however, acting as the second level, provides additional protection, bt it also provides information to the consumer, as well as a way for the cereal to be displayed, i.e. a box will fit better on a shelf than a plastic bag full of cereal.Food for thought, did you ever wonder why cereal is contained within a plastic bag and then put into a box, whereas pasta or potato chips are only packaging with only one level of packaging?Sometimes both levels of packaging will provide information to the consumer. Take for example a bottle of aspirin. You can often find aspirin packaged within the first level bottle, and a second level box.A product may even have a third level pacakge. Products that are sold in bulk items can often have a third level. The same cereal box sold in a bulk store may be sold in a larger box which contains two or three smaller boxes, which contains a plastic bag.Every level of packaging is very important and every aspect of it should be closely considered to convey not only its protective value to the product but as a way to communicate to the consumer.

Merits of PackagingImproves workers safety

Returnable containers and pallets provide handles and smooth grasping areas for ease of use andreduce worker injuries.A returnable can often be fitted with material-handling features, like handles, that would not be economically feasible with an expendable container.Improves housekeeping

Returnable packagingeliminates dirt, dust, and the trash clean-up associated with expendable packaging.

Improves space utilization

Returnable packaging is typically built to support heavy loads and stack high in the warehouse and trailer, saving space and eliminating the damage from crushed product.

Improves environmental impact

A package reused is one less package that will wind up in the solid waste stream. With fewer returnables going into landfills over a given period of time, the cost of packaging material disposal is greatly reduced.

Demerits of Packaging

Large capital expense

Initial costis probably the largest deterrent to the wide use of returnables. Savings over time have to be significant to justify the capital expense. Increased transportation expense

Returnables have to be returned and the return trip is usually not free. The cost must be factored in. Our experience shows that the return cost is normally dominating over other costs.

Cost for tracking and accounting

Because returnable packaging is relatively expensive, its important that they dont get lost in the return system. On top of this cleaning might sometimes be an issue.Storage space for empties

It typically takes more space to store empty returnable packaging than to store expendable packaging due to strength and design.

LabellingWhat is labellingLabelling is another significant means of product identification like branding and packaging. Labelling the act of attaching or tagging labels. A label is anything, it may be a piece of paper, printed statement, imprinted metal, leather, which is either a part of a package or attached to it, indicating the value of contents of priceof a product name and place of producers. It carries a verbal information about the product, producer or such useful information to be beneficial to the user. Thus, a label is an informative tag, wrapper or seal attached to a products package.

Statutory requirements of LabellingStatutory requirement of labeling for Specific Products Food Advertising and Labeling FDA Guide for Labeling and Advertising This guidance is intended to clarify for applicants the requirements for product name placement, size, and prominence in labeling and advertising for human and animal prescription drugs and biological products. The FDA regulates food labeling in the United States and also has authority over the labeling of dietary supplements, cosmetics, drugs (both prescription and over-the-counter), medical devices, devices that emit radiation, animal foods, drugs and cosmetics. The FDA regulates both the nutritional labeling of food products, but also the advertising of food and drugs. Dietary Supplements : An Advertising Guide for IndustryAdvertisers must comply with laws concerning unfair or deceptive practices and must be able to substantiate claims made for dietary supplements.

Appliances and Electronics Complying with the Appliance Labeling Rule Section 137 of the Energy Policy Act of 2005 requires the FTC to examine the effectiveness of current energy efficiency labeling requirements for consumer products issued pursuant to the Energy Policy and Conservation Act Appliance Labeling FAQs from ManufacturersList of questions and answers to help manufacturers comply with the Appliance Labeling Rule. Energy Efficiency Claims and Labeling RequirementsCurrent energy efficiency labeling requirements for consumer products issued pursuant to the Energy Policy and Conservation Act.Textiles Labeling of Textile, Wool, Fur and Apparel ProductsFPLA, Textile Fiber Identification Products Identification Act & Wool Products Labeling Act of 1939; Care Labeling Rule, Revised Leather Guides, generic fiber petitions, Cashmere Labeling Conference.

Kinds of labellingGeneral Industrial Labeling:Vinyl Film With Permanent AdhesiveThis is the most common material used for industrial labeling. It is a material suitable for both indoor and outdoor applications. Vinyl tapes typically have a high gloss finish, and are flexible with pressure sensitive adhesive. Vinyl tapes are used for applications such as general labeling, pipe markers, arrow tape, warehouse marking, warning panels and safety signs.Several thicknesses and types of vinyl are available. A typical thickness for industrial labeling is 3.0 mil. Thinner tapes, such as 2.1 mil provide more flexibility for labeling curved or uneven surfaces.Die-Cut LabelsDie-cut labels are used when special shapes or labels with preprinted information are needed. For example, an arc flash warning label may need an orange header with the word WARNING within the header. When the final label is printed, specific information is added in appropriate locations on the label.Die-cut labels provide a way to have multicolor labels, without the need for a color label printer. Die-cut labels are available in a variety of materials including paper, vinyl and polyester. Vinyl is the most commonly used material and, except for very specialized applications, provides the best all-around performance. Glossy White Permanent PolyesterPolyester label tapes are frequently used for equipment rating plates that utilize high quality/density alphanumeric, barcodes and graphics. Polyester tapes usually will withstand a variety of solvents while maintaining outstanding image quality.

Matte Metalized PolyesterThis material provides a label with a metal-like look. It is used for rating and serial plates that utilize barcodes, alphanumeric, graphic symbols and logos requiring nameplate-like quality. Usually will withstand numerous solvents and variable temperatures when applied to a variety of surfaces.Repositionable VinylThese are vinyl tapes that use a less aggressive adhesive. They are high gloss, durable, flexible tape with pressure sensitive adhesive designed for making indoor labels where frequent repositioning is required.Reflective TapesReflective tapes are used for labels and signs that must be read in low light, or low visibility conditions. A typical application are labels used on utility poles or on equipment in unlighted areas. When viewed with a flashlight reflective labels are easier to spot and read than standard labels.Reflective labels and signs are also typically used for traffic control, parking lots and vehicle identification.Glow-In-The-DarkPhosphorescent tapes are available for printing labels that glow in the dark. These labels are excellent for emergency labeling, marking emergency exits, and marking handrails and stairs. Because they do not require power, phosphorescent labels are an excellent way to provide emergency information during power outages.These are just a few of the materials available for making general industrial labels. There is a huge variety of materials and colors. We recommend that you contact a knowledgeable labeling supplies dealer, who stocks supplies for a variety of machines, for more information.

Results

ConclusionAfter looking at the result of the survey conducted, the most preferred form of chocolates is a Chocolate Bar.The most preferred chocolate is Galaxy.The most preferred form of packaging for chocolates is a Wrapper.I agree that the prices for the chocolates are very reasonable for the quality that is offered to the customers.

MethodologyA survey was conducted and then the result was tabulated into graphs and then conclusions. Information was taken from the internet.

ACKNOWLEDGEMENTI would like to convey my heartfelt gratitude towards my sir, Mr. Geetha Menon for providing me an opportunity to work on this project.It is a matter of pride and pleasure to express my indebtedness and warm gratitude to the faculty of commerce for their keen interest, continuous assistance & constructive criticism at every stage of this project.I am grateful to all my friends who helped me immensely with the project.I am thankful to C.B.S.E for including this project as a part of the marketing management syllabus.Last, but not the least, my parents who encouraged me to go about with the project.THANK YOU!Bibliography1) www.google.com

2) www.wikipedia.com

3) www.yahoo.com

4) www.msn.com

Index1) Introduction to Branding What is Branding What is Brand name, Generic Name, Brand Mark, Trade Mark Types of Branding Merits of Branding Demerits of Branding2) Introduction to Packaging What is packaging Role of packaging Levels of packaging Merits of packaging Demerits of packaging3) Introduction to Labelling What is Labelling Statutory requirements of Labelling Kinds of Labelling4) Result5) Conclusion6) Appendix7) Bibliography

Appendix