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BRANDING PACKAGING AND LABELLING

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samreen banu

on 3 February 2015

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Transcript of BRANDING PACKAGING AND LABELLING

Product
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.
Brand
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
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
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
Product identification
Product protection
Facilitating the use of product
Product promotion
Brand
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
Functions of
labelling
Describe the product and specify it’s content.
Identification of the brand or product
Grading products
Helps in promotion of the product
Providing information required by law
Kinds of labels
Brand label
Grade label
Informative label
Descriptive label
Hair dye
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.

LOreal
Garnier
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.
Wella Koleston
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.
Schwarzkopf
Questionnaire
Do you use hair colouring products?
Yes
No

If so, what kind of brand(s) have You used so far?


Where do You color/dye your hair?
At the salon
At home

What prize category is your hairdye in?
15-25 AED
25-35 AED
Above 40 AED

Which packaging appeals to you the most?
Loreal
Garnier
Wella Koleston
Schwarzkopf

Which labelling is most informative?
Loreal
Garnier
Wella Koleston
Schwarzkopf

What changes would you like to suggest in the above brand‘s products?
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