marketing branding, packaging and labelling)
TRANSCRIPT
BRANDING, PACKAGING AND LABELLING
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