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BRANDING PACKAGING AND LABELLING
Transcript of BRANDING PACKAGING AND LABELLING
Product is the key element of the marketing management. Before making decisions about pricing, promotion and distribution, a firm has to determine what product it will present in the market.
According to Philip Kotler, “product is anything that can be offered to a market for attention, acquisition, use or consumption.
It includes physical, objects, services, personalities, place, organisation and ideas.
The American Marketing Association (AMA) defines a brand as “a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”.
Functions of branding
Packaging may be defined as the general group of activities in product planning which involves designing and producing the container or wrapper for a product.
Labelling is the requirement of consumer products to state their ingredients or components. A small piece of paper, fabric, plastic, or similar material attached to an object and giving information about it.
It helps in product identification and gives ‘distinctiveness’ to a product.
Indirectly it denotes the quality or standard of a product.
It eliminates imitation products.
It ensures legal right on the product
It helps in advertising and packaging activities.
It helps to create and sustain brand loyalty to particular products.
It helps in price differentiation of products.
Features of packaging
Facilitating the use of product
Brand Name Brand Mark Trade Mark
Levels of packaging
BRANDING PACKAGING AND LABELLING
It is a part of a brand consisting of a word, letter or a group of words which is intended to identify the goods or services of a seller or a group of sellers, and to differentiate them from competitors.
A mark is a part of the brand which appears in the form of a symbol, design or distinctive colouring or lettering. It could be recognized only by its sign but may not be pronounceable.
Trade mark is essentially a legal term protecting the manufacturer’s right to use the brand name and/or brand mark.
Primary packaging Secondary packaging Tertiary packaging
Describe the product and specify it’s content.
Identification of the brand or product
Helps in promotion of the product
Providing information required by law
Kinds of labels
Hair colouring is the practice of changing the colour of hair. The main reasons for this practice are cosmetic (e.g., to cover gray hair, to change to a colour regarded as more fashionable or desirable). Hair dyeing, which is an ancient art, involves treatment of the hair with various chemical compounds.
The L'Oréal Group are the world's largest beauty and cosmetics group. They have a registered office in Paris. It has developed activities in the field of cosmetics, concentrating on hair colour, skin care, sun protection, make-up, perfumes and hair care, the company is active in the dermatological, tissue engineering and pharmaceutical fields and is the top nanotechnology patent-holder in the United States.
Garnier is a worldwide company affiliated with 29 other brands owned by L'Oreal. As of 2009, Garnier has three product lines concentrating on helping consumers with personal appearance. Garnier offers skincare, haircare, hair color and styling products, which are distributed in 16 countries.
Wella is a German company, and one of the world’s largest cosmetics suppliers. Founded in 1880 by Franz Stroher, with its headquarters inDarmstadt, Germany, the company is represented in over 150 countries. It directly owns three business divisions - Professional, Consumer, Cosmetics and Fragrances.
From our roots in Hans Schwarzkopf’s Berlin drugstore over 100 years ago, we have understood hair beauty and care from the inside. Always looking ahead, our vision has set the pace in the market. Always challenging, our brands have revolutionised what’s possible. As part of the phenomenally successful Henkel group, Schwarzkopf Professional and Retail has extended its reach. Today, our innovative products can be found in salons and stores on every continent. We currently hold 7,600 patents - each one a new milestone in hair care.
Do you use hair colouring products?
If so, what kind of brand(s) have You used so far?
Where do You color/dye your hair?
At the salon
What prize category is your hairdye in?
Above 40 AED
Which packaging appeals to you the most?
Which labelling is most informative?
What changes would you like to suggest in the above brand‘s products?