BRANDING AND PACKAGING

MAY 4, 2020

DAY 1

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LEARNING OUTCOMES- At the end of the topic, students will be able to-
a) Explain the advantages of branding to the marketers and customers.
b) Discuss the characteristics of a good brand name.
c) Enumerate the functions of packaging.

WATCH A SMALL VIDEO FIRST BEFORE YOU TAKE DOWN THE NOTES:   

       Q.7 What are the advantages of branding to the marketers and customers. (4)

Ans -Advantages of Branding to the marketers-

1.  Enables making product differentiation -

a) Branding helps an organisation in distinguishing its product from that of its competitors.

b) Hence, it ensures secured and controlled market for a product .

2. Helps in advertising and display programmes-

a) A brand name helps a firm in its advertising and display programmes.

b) Without a brand name,the advertiser can only create awareness for the generic product and can never be sure of the sale for his product .

3.Differential pricing -

a) Branding enables the firm to charge higher price for its products than its competitors because if customers like a brand and become habitual of it, they do not mind paying a little higher price for it.

4  Ease in introduction of new products-

a) If a new product is introduced under known brand ,it is likely to get an excellent start .

b)Thus, many companies with established brand names decide to introduce new products in the same name the brand name like Samsung extended the brand name of its television to washing machines, microwave oven,  mobile phones, etc.

 Advantages to Customers-

1.Helps in product identification-

 a) Branding helps the customers in identification of the product .

b) Branding facilitates repeat purchase and saves the time and effort involved there in.

2. Ensures Quality-

a)  Branding ensures a particular level of quality to customers.

b) This builds up confidence of customers and increases their satisfaction level .

4. Status Symbol -

a)Some brands become status symbol due to their quality like Puma , Adidas, etc.

b) The consumers feel proud of using them and add to the level of satisfaction of the customers.

Q.8 What are the characteristics of a good brand name? (6)

Ans-1. The brand name should be short, easy to pronounce, spell ,recognise and remember like Ponds ,VIP ,Rin, Vim, etc.

2. A brand should suggest the product's benefits and qualities. It should be appropriate to the product's function like Promise,  My Fair Lady,  Boost, etc.

3. A brand name should be distinctive like Safari,  Zodiac, etc.

4. The brand name should be adaptable to packaging or labelling requirements, to different advertising media and to different languages.

5.The brand name should be sufficiently versatile to accommodate new products which are added to the product line like Maggie, Colgate, etc.

6.Chosen name should have staying power that is it should not get out of date.

.Q.9 What is packaging ?What are the levels of packaging ? (4)

Ans-Packaging means the art of designing and producing the container or wrapper of a product and putting the product into it.

LEVELS OF PACKAGING:

1)Primary Packaging-  The primary package refers to the product's immediate container. It is kept till the consumer is ready to use the product or it may be kept throughout the entire life of the product like the ointment tube.

2) Secondary Packaging- The secondary package refers to the additional layers of protection. When the consumer starts using the product , the secondary packaging is disposed off like the cardboard box .

3) Transportation Packaging-

It refers to the package necessary for storage ,identification or transportation like a  box containing 50, 100 or 200. units

Q.10 Explain the functions of packaging.(4)

Ans- 1. Product Identification-  a) Packaging greatly helps in  identification of the products.

b) For example -Colgate in red colour or Ponds cream jar can be easily identified by its package.

2. Product Protection- a) Packaging protects the contents of a product from spoilage, breakage, leakage, pilferage, damage, climatic effect, etc.

3. Facilitating Use of the Product-

a) It facilates the use of the product to the consumers through appropriate sizes and shapes.

b) For example- The shampoo containers are packed in such a manner these days that it is very easy to use the product.

4. Product Promotion-

a) It helps in promotion of the product as a good package attracts the attention of the people at the time of purchase.

CLASS 12 A  AND 12 B - PLEASE REVISE FOR YOUR CHAPTER-3 TEST ON WEDNESDAY.

GOD BLESS YOU ALL!