Methodology

Objectives:
• To know about the definition, functions , features and types
of branding,packaging and labelling.

• To know about the limitations and advantages of branding,

packaging and labelling.

• To know and analyze about different types of branding,

packaging and labelling with examples.

• To observe and understand about the customer brand

preferencee through questionaires.

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 Collection of Data

I have collected my data through:

✔ Surveys and Questionnaires

✔ Observations
✔ Online informative site
✔ Primary data collection
✔ Secondary data collection
✔ News paper articles

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Branding, Packaging & Labelling

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➔ Branding is all of the ways you establish an image of
your company in your customers’ eyes. By building a website
that describes what you offer, designing ads that promote
your goods and services, selecting specific corporate colors
that will be associated with your company, creating a logo,
and featuring it across all your social media accounts, you are
branding your company. That is, you are shaping how and
what people’s percepeptions of your business.

➔ Packaging refers to all those activities related to

designing, evaluating and producing the container for a
product. Simply, the box-like container, wherein the product
is stored to protect it from any physical damage and at the
same time attracting the customer through its appeal is called
as packaging.

➔ Labelling is a part of branding and enables product

identification. It is a printed information that is bonded to the
product for recognition and provides detailed information
about the product. Customers make the decision easily at the
point of purchase seeing the labelling of the product.

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 Branding
Meaning:
Branding has been around for centuries as a means to
distinguish the goods of one producer from those of another.
A brand is a specific term that may include a name, sign,
symbol, design or a combination of these, with an intention
to identify goods or services of a particular seller.

In fact, the word ‘brand’ is derived from the Old Norse word
brander, which means ‘to bum’. Branding helps to develop
customer loyalty and it is advertised by sellers under their
own name. A good brand develops a corporate image.
Usually customers prefer brands as they can easily
differentiate the quality.

Definition:
According to Kotler and Amstrong, ‘a brand is a name, term,
sign, symbol or design or a combination of these that
identifies the maker or seller of a product, or services’.

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Features/ characteristics of good brand :

1) Knowledge about the target market

It is not possible for any brand to appeal the entire market to
promote its offerings of products and services and the segregation
and filtration of the target market is a must and is the foremost
Brand Characteristic for any brand to attain the pinnacle of success.

2)Uniqueness
The Brand Characteristic of uniqueness holds the primal advantage
for the brand to be successful and gain the competitive edge in the
market. There has to be a unique and specific character to the
brand that separates it from the other players in the market.
For example, Apple brand is renowned for offering innovative and
technologically advanced products as compared to its
contemporaries plus its products has minimal design aesthetic
appeal working as a unique Brand Characteristic for the company.

3) Passion
The markets are always dynamic and the business is known for its
volatile nature as there is always a tough competition from the
existing players in the market as well as the new and budding ones
entering and creating a foothold in the market.

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Hence, the characteristics of passion, patience, and perseverance
are a must for the brand to survive and thrive in the ever
competitive industry. Steve Jobs, the promoter of Apple had this
characteristic in his personality and the same was evident in his
technology brand as well that has made the brand to carve a niche
for itself and rank amongst the top brand consecutively for last 7
years.

4) Consistency
The market insiders vouch for the fact that the customer changes
his brand preferences when the brand to which he has been loyal
becomes inconsistent in its values and attributes and functional
benefits of its offerings. Hence, it is very imperative for the brand to
have the Brand Characteristic of consistency to keep the loyal
customers happy and satisfied giving a tough competition to its arch
rivals.

5) Competitiveness
As discussed earlier, success to business never comes easy as
there are already established brands in the market that work as a
tough competition to the brand plus the new entrants offer new and
novel products on the table to the customers

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Hence, the factor of competitiveness that comprises of keeping a
steady eye on the competition, research and study on the latest
industry trends, keeping a thorough pace with the technological
advancements, and offering novel and innovative products and
services to the customers is one of the crucial Brand Characteristic.

6) Exposure
The brand needs to be heavily exposed in the market having bigger
marketing budgets to opt for the multiple media and promotional
channels to make the target market and the audience aware about
the unique Brand Characteristics, ethos, fundamentals, values,
unique selling propositions, and how its products and services are
different from its competitors.

For the successful branding campaign, the brand should opt for a
360-degree marketing approach utilizing media channels right from
television, radio, print, outdoor, digital and social media amongst
others.

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7) Leadership
The CEO of a big firm will be the leader of the brand and in case of
the small business; owner will be the leader of the brand. In any
case, the attribute of leadership is a must to envisage the short-
term and long-term business objectives, plan and execute business
strategies, motivate the internal staff, and maximize their strengths
that will help the brand to achieve its goals and objectives.

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 Functions of Branding:

(i) Distinctiveness:
A brand name creates a distinctive impression among the
customers. For instance, different brands of soap such ‘Cinthol’,
‘O.K.’, ‘Lux’, Tears’, ‘Vigil’, etc. create different impressions upon the
users, though the article is the same, i.e., soap. Thus, a branded
product enjoys distinct or separate identity.

(ii) Publicity:
A brand name enables its holder to advertise his product without
any difficulty. Once a brand name becomes popular, people
remember it for long.

(iii) Protection of Goods:

Generally, the branded products are packed in suitable containers
or wrappers which provide protection to the goods against heat and
moisture and facilitate convenient handling. The customers derive
many other benefits from the branded products. They are assured
of the quality of the branded products.

(iv) Consumer Protection:

The prices of branded products are fixed by the manufacturers and
are printed on the packages. This protects the interest of the
consumers because the retailers cannot charge more than the
printed prices. The prices of branded goods remain fixed at different
places and over a considerable period of time. They are not
changed so frequently since it involves great inconvenience to the
firm and a considerable cost in advertising the new price.

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(v) Wide Market:
Branded products are quite popular and have wide market. The
wholesalers and retailers readily handle the branded products
which are advertised.

(vi) Customer Loyalty:

Branding ensures better quality at competitive prices. Branded
products are available in all parts of the country at uniform prices.
This tends to create brand loyalty on the part of customers. They
ask for the goods by their brand name such as Taj Mahal (tea
leaves), Nescafe (Coffee), Tata (Iodised Salt), Natraj (Pencils), etc.

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 Different types of brands :
1) Service brand
This involves adding a value of service to the brand. It is considered
more difficult to develop a service brand other in a product brand
because the offerings of service brands are intangible.

2)Personal brand

Personal brands are also known as an individual brand and they

are defined as the brand which a person has built around himself to
promote his or her career opportunities. This is associated with how
people market themselves and put out or project themselves in and
via media. Personal brand lacks a business model which is
necessary to commercialize the strategy.

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7) Celebrity brand

Celebrities have been using their famous high profile to promote a

product or a range of products which gets all their followers to shift
to the particular brand. The endorsements are done by celebrities
themselves and at times they may be pleased even in their
respective movies. For example, an association of Cristiano ronaldo
with KFC.

12) Geographic brand

It is the idea of many countries to brand the best places they have
to the world. These Geographic brands can be countries or States
or cities or even buildings or streets. The government of the
respective place works extensively to develop these brands and
they often attract commerce and economic investments along with
tourism and new residents.

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Branding Advantages for Sellers and
Suppliers:
➢One of the most basic benefits that branding offers for the
suppliers is that processing and tracking orders becomes easier for
them.

➢Brand name and trademark also offer protection against cheap

imitation. Competitors can easily copy the unique production
features of a supplier if not for the legal protection that brand name
and trademark offer.

➢For suppliers, it is easier to attract the right set of customers for

the products they manufacture. Suppliers can attract loyal and
profitable customers with higher convenience through branding.

➢Branding also helps suppliers and sellers with consumer

segmentation. Suppliers can offer several products that are made
for a definite consumer segment. For example, Coca Cola offers
soda drinks in several flavors and low-calorie versions depending
upon the choices of various consumer segments.

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Advantages for the consumers and
society:
➢Branding has led to higher and more consistent product quality.
Brands want to retain their loyal customers and therefore focus on
maintaining the quality of their products. If customers are loyal to a
brand, then it is because of product quality. Customers can expect
consistent quality of products when they buy from their preferred
brands.

➢Branding has led to higher innovation and the availability of more

variety and choices for consumers. Branding incentivizes innovation
since producers look for new features that can be protected against
imitation by competing brands.

➢Consumers can find much more information about products, their

special features, uses and where to find them because of branding.
If not for branding getting this information would have remained
difficult for the consumers and society.

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 Limitations of Branding:

1. Discourages from Trying other Products

Brand loyalty discourages the consumer from trying out other new
brands which possibly be more satisfying.

2. Leads to Monopoly
It leads to some kind of monopoly known as brand Monopoly.

It is created by gradually creating brand loyalty and image of the

product and the manufacturer in the minds of consumers.

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8. Switch to Another Product

If the quality deteriorates or supply of adulterated goods is

increased due to brand popularity, the customer may switch over to
other similar product.

9. Expensive

Building up brand recognization and loyalty is very expensive.

Particularly, small sized companies cannot afford it.

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Some pictures of brands :

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 Packaging

Meaning :

It means the wrapping of products for the safety from damages

during transportation and storage. It keeps a product safe and helps
in identifying, and promoting the products. It includes Primary
wrapping in direct contact with the product itself such as a plastic
wrapping holding whole-grain cereal or the cardboard box
containing the cereal.

Whereas, Secondary wrapping refers to the outside of primary

packaging to group a certain number of products. It includes
multiple components such as box, padding, bags, paper, etc.). It
can be customized to make a product easily identifiable in the
warehouse setting.

Definitions:
“All the activities of designing and producing the container for a
product.”

-Phillip Kotler

“The package that contains protects and identifies the basic

products.”

-David J. Schwartch

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 Functions of Packaging:
1. Protection
The basic function is to protect the products from the vagaries of
weather the product can be exposed to, in transit from the
manufacturer‟s plant to the retailer’s shelves and issues
related to handling the product while on display on the shelves.

2. Appeal
The emergences of self-service outlets have forced manufacturers
to have attractive packaging.

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3. Performance
This is the third function of a package. It should perform the task for
which it is designed. Bottled water has been introduced in 500 ml to
20 litres bottles. The purpose and place of use is the deciding factor
in the purchase of various packs. A package must be made to
consistent and rigid quality standards as the consumer demands
uniformity each time hepurchases a product.

4. Packaging for convenience

It provides convenience to distribution channel members, such as
wholesalers, retailers and consumers. The convenience will relate
to handling and stocking of packages.

5. Cost-effectiveness
The package finally must be cost-effective. Packaging cost as a
percentage of product cost differs from one industry to another. It is
essential to understand that while analyzing
packaging costs, the other costs like handling, storage, insurance
and transit costs are also added.

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 Types of Packaging:

(1) A consumer package:

is one which holds the required volume of a product for ultimate
consumption is economical and can be easily purchased by the
consumer. He has the option to purchase the pack size which he
considers adequate for the
consumption for his family over a length of time and does not
involve additional investment during that period.

(2)A bulk package is either for the consumer whose

consumption is large or is bought to save cost. Example: oil cans
etc. The consumer package itself very often requires an outside
package in which it is transported and which is sometimes referred
to as transit package or an out
container.

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(3) An industrial package can be a bulk package for durable
consumer goods. These are the basic package types although
many sub-divisions can be listed, e.g., strip package, multiple
package, etc., which can all be broadly listed under these basic
headings.

(4) A dual use package is one which possesses a secondary

usefulness after its contents have been consumed. Drinking
glasses, boxes of jewellery or cigarettes, plastic containers,
refrigerator dishes, bags from flour and feed sacks are the
examples.

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 Advantages of Packaging:

✔ Protection against Spoilage and Breaking

✔ Keeping the Product Fresh
✔ Perfect product Protection
✔ Packaging for Best Shipment
✔ Packaging Improves Delivery Time
✔ Right Packaging increases Profit Rate
✔ Packaging Improves Reputation
✔ Packaging makes Informed Purchasing
✔ Proper Packaging Reduce Diseases
✔ Good Packaging Build Brands
✔ Packaged Food is Always Convenient

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 Some pictures of packaging:

• Chocolate

Primary packaging

Secondary packaging

Teritiary packaging

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 Real Samples of packaging:

1)

Primary packaging

Secondary packaging

Teritiary packaging

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2)

Primary packaging

Secondary packaging

Teritiary packaging

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3)

Primary packaging

Secondary packaging

Teritiary packaging

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 Labelling
Definition:

• Labelling is a part of branding and enables product

identification. It is a printed information that is bonded
to the product for recognition and provides detailed
information about the product. Customers make the
decision easily at the point of purchase seeing the
labelling of the product.

• It is regarded as part of marketing as packaging

decisions involve the labeling requirements. It provides
the customers with the requisite information about the
product.

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 Functions of Labelling:

✔ Defines the product and its contents: A label is

informative about the product’s usage and caution to be taken
while using the product. Example, Red Label Natural Care tea
mentions five ingredients in its label that provide immunity.

✔ Recognition of product: Labeling assists in the

identification of the product. Example, the brand name of a
chocolate will help one choose from the rest of the
confectionery items available.

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✔ Assorting of products: It means classification or grading
of products according to different categories in the market.
Example, shampoos are categorized as dry hair, normal hair
and oily hair types and cater to consumers in the market with
the dry, normal and oily scalp, respectively.

✔ Assists promotion of products: It gives the customer

the reason to purchase the product. Example, it attracts the
attention of the consumer by displaying messages such as
‘20% free’ or ‘save rupees 15’ message in potato chips packet.

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✔ In compliance with the law: Labels should strictly abide
by the law. Example, for tobacco, the label should mention
‘Tobacco is injurious to health’. Cigarettes also should have
‘Smoking is injurious to health’ as the statutory warning on its
package

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 Types of Labelling:
BRAND LABEL:
It is a label that contains information about the brand to which a
product belongs. The brand label denotes the product’s brand
name, trademark or logo and does not include any other information
outside the brand name. Some examples of brand labels include
L.G., Samsung, Whirlpool, and Raymond.

GRADE LABEL:
A grade label denotes the quality or grade level of a product. Such
labels describe the features of the product and the organization use
such labels to categorize their items based on their quality. For
example, the USHA is brand manufacture of various fan qualities
such as deluxe, continental, and prime. The labels in USHA brand
classifies their products in Grade label.

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DESCRIPTIVE LABEL
A descriptive label is one that indicates significant information about
a product. Such label includes product ingredients, distinct uses,
instructions, precautions for usage, producers information, date of
manufacture, weight, size, and value of product.

INFORMATIVE LABEL
Informative labels contain a lot of information and provide specific
details regarding the product. It differs from descriptive labelling in
that it provides detailed instructions on how to use the product and
how to take care of it. These labels include recipes, thorough
clearingdirections, and other similar information.

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 Benefits of Labelling:

✔ Offers Product description and content specification

✔ Exaggerates the product

✔ Labeling helps in Brand identification

✔ Encourages purchasing of the product

✔ Labeling helps in Grading the Product

✔ Labeling helps in Product Promotion

✔ Labeling helps to Fosters rules and laws

✔Labeling offers complete product differentiation.

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 Some pictures of Labelling:

Chocolate soft drink

Canned food Detergent

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 BRAND PREFERENCE OF CONSUMER
PRODUCT
When a customer chooses one brand over another
consistently, this is called their brand preference.

Chocolate:
FERRERO ROCHER:

One of the most iconic brands of the Ferrero Group was

created in 1982 in Alba, a small town in the hills of Piedmont
in Italy. Inspired by the desire to make all the pleasure of a
sophisticated chocolate speciality accessible to a much
wider public. Initially sold in Europe, Ferrero Rocher soon
became the favourite boxed chocolate for millions of people
around the world. Today, it is the world leader in its category
and is sold in 140 countries across 5 continents.

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Questionnaire:

1.How familiar are you with “ferraro rocher”?

(a) very familiar
(b) somwhat familiar
(c) not at all familiar
2. How would you descrive your overall opinion on this
brand?
(a) very favourable
(b) not so favourable
(c) not at all favourable
3. How likely are you to purchase a product from this brand?
(a) very likely
(b) not so likely
(c) not at likely
4. How satisfied are you with the current features of the
products?
(a) Very satisfied
(b) not so satisfied
(c) dissatisfied
5.Based on its current features and attributes, would you
recommend this product to others?
(a) Yes
(b) No

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 Detergent:

Tide:
Tide is an American brand of laundry detergent
manufactured and marketed by Procter & Gamble.
Introduced in 1946, it is the highest selling detergent brand
in the world, with an estimated 14.3 percent of the global
market. The evolution and innovations of Tide products
mirror many of the changes in America's culture. During the
years, the formula, packaging, and advertising have
changed to meet the demands of the marketplace.

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Questionnaire:

1.How familiar are you with “Tide”?

(d) very familiar
(e) somwhat familiar
(f) not at all familiar
2. How would you descrive your overall opinion on this
brand?
(a) very favourable
(b) not so favourable
(c) not at all favourable
3. How likely are you to purchase a product from this brand?
(a) very likely
(b) not so likely
(c) not at likely
4. How satisfied are you with the current features of the
products?
(a) Very satisfied
(b) not so satisfied
(c) dissatisfied
5.Based on its current features and attributes, would you
recommend this product to others?
(a) Yes
(b) No

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 Shampoo:

Dove:
Dove is an American personal care brand owned by the
British multinational consumer goods company Unilever.
Dove products are manufactured in countries around the
world.

The products are sold in more than 150 countries and are
offered for both women, men, and babies. Dove's logo is a
silhouette profile of the brand's namesake bird. Vincent
Lamberti was granted the original patents related to the
manufacturing of Dove in the 1950s, while he worked for
Lever Brothers.

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Questionnaire:

1.How familiar are you with “Dove”?

(g) very familiar
(h) somwhat familiar
(i)not at all familiar
2. How would you descrive your overall opinion on this
brand?
(a) very favourable
(b) not so favourable
(c) not at all favourable
3. How likely are you to purchase a product from this brand?
(a) very likely
(b) not so likely
(c) not at likely
4. How satisfied are you with the current features of the
products?
(a) Very satisfied
(b) not so satisfied
(c) dissatisfied
5.Based on its current features and attributes, would you
recommend this product to others?
(a) Yes
(b) No

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 MY PRODUCT:

Parle G biscuit:
Filled with the goodness of milk and wheat, Parle-G has been a
source of all round nourishment for the nation since 1939. As its
unique taste expanded over the globe, Parle-G was declared the
world's largest selling biscuit brand by Nielsen in 2003.

Branding:
Parle G is branding itself as - ‘Bharat ka Apna Biscuit’. (India's
biscuit.) With its effective TV and print ads, the brand has been
creating memories since 1939. It has been very effective with its
advertising campaigns and ensures that it targets all the segments:
be it kids, the youth or the elderly. One such campaign which
targeted kids and became a huge success was Parle-G’s – ‘G
maane Genius' campaign. Soon after the campaign, the biscuit
brand saw a huge increase in its sales and further strengthened its
dominance in the market.

-Branding

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Packaging & Labelling:
• Initially recognized by its iconic white & yellow stripped wax
paper wrapper with the baby face on it. Many competitors tried
to sell their lower quality products by copying the packaging, to
sell their biscuits with name “Parle- Jee”. Parle G now uses
plastic wrappers for its packaging.
• Parle-G comes in 8 different sizes: 25gms, 44gms, 93.5gms,
231gms, 340.5gms, 462gms, 577.5gms & 1kg pack just for
Rs.30 which is not usually offered by other brands.
• Gives information about ingredients used, nutrition facts,
emailing addresses asking for feedback,phone number,
packaging date etc.

Quaity of packaging:
The primary packaging is properly sealed. The major advantage of
primary packaging is that it doesn’t allow the aroma outside of the
pack and also prevents it from moisture. The material used in
packaging is recycled number 5 which is polypropylene. It is
recyclable.
Parle G is appreciated for its packaging because it has small 5 rs
variants as well as large variants which package 10 biscuit packets
together. It even has a small 2 rs packaging. When there were
Floods in Mumbai or when there are floods in other areas, Parle G
biscuits are the first ones to be distributed because of their small
packaging and easy distribution advantage and because of their
glucose content.

Labelling

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Primary packaging

Secondary packaging

Teritiary packaging

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Questionnaire:
1.Which brand in biscuits you prefer to consume
mostly?
(a) Parle G
(b) ITC sunfeast’s
(c) Brittania
(d) Other

2. What type of biscuits you mostly prefer to consume?

(a) Parle G
(b) ITC sunfeast’s
(c) Brittania
(d) Other

3. Are you aware of the brand name “Parle G”?

(a) Yes
(b) No

4. Are you a loyal customer of “Parle G” Product?

(a) Yes
(b) No

5. What you think about the price range of biscuits of the

parle brand?
(a) Affordable
(b) Costly

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6.What you think about the taste of “Parle G” product?
(a) Good
(b) need improvement
(c) bad

7.How familiar are you with “Parle G”?

(a) very familiar
(b) somwhat familiar
(c) not at all familiar

8. How would you descrive your overall opinion on this

brand?
(a) very favourable
(b) not so favourable
(c) not at all favourable

9. How likely are you to purchase a product from this brand?

(a) very likely
(b) not so likely
(c) not at likely

10.Based on its current features and attributes, would you

recommend this product to others?
(a) Yes
(b) No

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 Conclusion:

✔ Branding is more than a design on a product, a logo, or a

strapline. It is about all of these things and more, customer
experience, brand promises, company philosophy, and
culture. It is all of the characteristics of what makes you, you

✔ Packaging and labeling are significant marketing tools that

help customers in their decision-making process. Companies
spend a lot of money on their packaging because it is the first
point of contact for customers. Companies try to design
appealing and innovative packaging so that customers are
drawn towards it.

✔ Labeling is a part of packaging and is concerned with

presenting all the important information about the product to
the customer. When both of these processes are performed
correctly, they are going to lead to increased sales and profit.

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 Bibliography:

• www.google.com
• www.wikipedia.org
• www.quora.com
• www.marketingmind.in
• www.marketing91.com
• www.dlscrib.com
• www.conzumr.com

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