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BRANDING, PACKAGING AND LABELLING

Chapter Mkg 7 Branding

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  • 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 productBrands are used by people to establish their status

  • MOST VALUABLE INDIAN COMPANIES1. WIPRO 2. HINDUSTAN UNILEVER 3. INFOSYS TECHNOLOGIES 4. RELIANCE INDUSTRIES 5. RELIANCE PETROLEUM 6. ITC 7. HCL TECHNOLOGIES 8. ZEE TELEFILMS 9. SATYAM COMPUTERS 10. 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-1978Fair & Lovely Ayurvedic Fairness Cream-2001Fair & Lovely Fairness Cream with extra brightness -2003Fair & Lovely Menz Active-2006

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

    Virgin AtlanticVirgin Mobile Virgin CosmeticsVirgin TrainsVirgin Money**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 TimesPizza 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;Self serviceConsumer affluence: consumer are now willing to pay a little more for convenience, appearance and prestige of better packages.Company & Brand Image: Instant RecognitionInnovation Opportunity

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

  • Packaging ProductsLabelingCan help market the productNonaerosolBio-DegradableRecyclableOzone FriendlyFat FreeSalt FreeSugar Free30% More Free!Contents Under PressureDo Not PunctureAddress issues of consumer safetyFlammableDo Not Use Near Open FlameChild Proof Cap

  • Product Adoption and Diffusion

    Awareness Customer is made aware, but lacks sufficient information to purchase product. InterestCustomer interested in learning more about the product. Evaluation Customer decides whether or not to try product.TrialCustomer samples product.AdoptionCustomer integrates product into regular use.

  • The Diffusion Process

    Laggards

    Late Majority

    Early Majority

    Early Adopters

    Innovators

    "The Chasm"

    Technology Adoption Process