Designing products, branding

and Packaging
 Meaning

Product is rightly treated as the heart of

marketing mix.
It relates to physical features of the product.
 Features of good product
design

• Utility and safety.

• Easy maintenance.
• Low cost.
• Sales Appeal.
• Attractive Appearance.
 Product Branding
Meaning :
A brand means a name, term, symbol, mark,
design or picture put on the product itself. It is an
identification mark or stamp.

Definition :
As a name, term, symbol or design or a
combination of them which is intended to identify
the goods or services of one seller or group of
sellers and to differentiate them from those of
competitors.
 Features of a good brand

• Simplicity • Economical.
• Distinctive • Protectable.
• Suggestive • Unsuitable for imitation.
• Impressive • Adaptability.
• Pleasant Association • Stable Life.
 Types of Brands
• Giving Manufacturer’s name.
• Giving Special name.
• Giving trade name or symbol.
• Giving slogan.
• Giving typical numbers.
• Collaboration brand.
 Trademark

• Trademark is a legal term.

• Trademark may be expressed in terms of
number, letters, words, symbol or design.
Advantages of branding
 To manufacturers

• Wide market • Support from traders in

• Effective publicity marketing
• Reputation to • Control on marketing
manufacturers. • Independent status
• Easy introduction of • Stability to sale.
new products • Limited dependence on
middlemen for marketing.
 To traders

• Quick turnover
• Limited risk in marketing
• Reasonable return (commission).
• Regular supply
 To consumers
• Develops confidence.
• Quick marketing.
• Regular supply.
• Fixed prices.
• Shopping convenience
• Easy handling.
 Disadvantages of branding
• If brand name of the product is not
attractive or failes to impress the
consumer, the very purpose of branding
will be defeated and the product will fail.
• Creation of some sort of monopoly in the
market.
• Exploitation by manufacturer by raising the
prices.
Packaging
 Meaning
• Packaging is next to grading and branding
• Packaging is now regarded as marketing
necessity
• It is regarded as the fifth “P” , others being
Price, Product, Place and Promotion
(4P’s).
• Packaging is essential for offering goods
in safe, secured and handy position to
consumers.
 Functions
• Containment
• Protection
• Identification
• To make positive contribution in the sale
• To help in the introduction of new product
and to maintain the market for existing
products.
• To raise profit possibilities.
 Need
• Safety to goods
• Preservation of quality
• Avoiding adulteration
• Effective advertising
• Promotion of sales
• Convenience to consumers
• Easy identification
• Execution of marketing strategy.
• Avoiding spoilage.
 Essentials of a good package
• Protection
• Attractiveness
• Economy
• Convenience
• Durable and Distinctive
• Dependable
• Reusable
 Advantages/Importance
• Protects the articles.
• It facilitates branding, advertising, and publicity.
• It preserves the quality of the goods.
• It offers convenience in handling.
• It keeps goods pure and clean.
• Wins the confidence of consumers.
• Helps manufacturers in fetching higher prices.
• Enjoy separate existence.
• Powerful selling device.
• Widens market for goods
• Consumers can carry/handle packed
goods easily and conveniently.
• Freshness of the product is preserved.
• Serve the purpose of display in retail
shops.
• Educative value
• Serves as a secondary advertising
medium.
 Limitations

• Depletes natural resources.

• Expensive
• Health hazards
• Deception
Role of packaging in marketing and
sales promotion
• Packaging is a marketing necessity.
• Packaging plays a more positive role in the case
of consumer goods. This is not so in the case of
industrial goods.
• Packaging is not just a container. It is a “point of
sale display”, “a moving advertisement”, “a silent
salesman” and “a public representative”.
• A good package expresses personality of a
product in a dramatic way but a bad package
certainly undermines the personality of a
product.
New Product Development &
PLC
• Meaning and definition of a product
A product can be defined as a bundle of
attributes that satisfies a customer demand.
Product is a transferable asset.

Definition
A product is anything that can be offered to a
market for attention, acquisition, use or
consumption that might satisfy a want or need. It
includes physical objects, services, persons,
places, organizations and ideas.
- Philip Kotler
 New product development
Meaning

Introducing a new product in the market. It is

adding a new product to the existing
product line of the company.
 Need

• Meeting the growing and changing needs

of consumers.
• Pressures from environmental changes.
• Earning more profit.
• Extending the product line.
• Expansion of business.
New product development process
• Generating new product ideas.
• Idea screening
• Concept testing
• Business analysis and market analysis/feasibility
study
• Actual development of a new product.
• Test marketing
• Commercialization/ large-scale(commercial)
production.
 Product failure

•Symptoms
•Causes
•Remedial measures
•Revival of a dying product
 Symptoms

• Decline in the volume of sales.

• Decline in the profit margins.
• Higher than expected costs
• Higher than expected investment costs.
 Causes
• Inadequate market analysis.
• Product deficiencies.
• Higher production cost.
• Poor timing of introduction of a new product.
• Severe market competition.
• Insufficient marketing efforts.
• Weak distribution network and channels problems
• Misguided enthusiasm of the management in the
development of new product.
• Pricing and promotional problems.
 Remedial measures
• Improved screening and evaluation of new ideas and
products.
• Adequate attention to all stages involved in the new
product development.
• The research and development activities of the firm
should be adequately strengthen through suitable staff,
facilities, etc.
• Improvement in production and quality control.
• Introduction of suitable changes in the organisational
structure.
• Adequate attention to marketing aspects such as product
pricing, advertising, distributed network, packaging and
so on.
 Revival of a dying product
• Product innovation
• Introduction of a new product
• Reduction in the production cost.
• Changes in marketing mix.
• Introduction of a product in the new
market.
• Introduction of new uses of the product.
Product life cycle
 steps

• Introduction
• Growth
• Maturity
• Decline
• Withdrawal