Microsoft Word marketing doc

5.
 
Multi – Brand decision 
Offering more than one brand in a product category is called multi- 
brand strategy. It helps to capture the “Brand Switchers” by offering them new 
brands of the same product. Each brand attracts different group of consumers. 
Combined sales of more than one brand result in greater total turnover and 
profit. 
Ex : Parle’s, Gold Spot, Limca, Thumsup, Maaza, etc.,. 
6.
 
Brand Repositioning Decision. 
It is essential for the company to review the positioning of its brands 
after their introduction, particularly, when their sales stagnate or decline, and 
reposition them. 
Ex. : The Nestle Company had introduced ‘ Milk Maid’ brand of its 
milk powder as a convenient form of milk for use in tea or coffee, and 
repositioned it as a product which can be used in making dessert as well. 
While repositioning a brand, the company should weigh its cost 
including the expenditure on changing the quality, packaging and advertising of 
the brand against the estimated additional revenue. 
Brand building : Naturing a brand into a strong, profitable brand is a 
challenging task
Ex : Lifeboy Soap, the100 year old Brand. 
4.4
PACKING 
Packing means the activities of designing and producing the container or 
wrapper for a product. The container or wrapper is called package. 
Packing can be defined as “The good art, science and technology of 
preparing goods for transport and sale”. 
The importance of packaging depends upon its several functions i.e.,

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1.
Protecting the product on its route from the manufacturer to the final 
consumer. 
2.
Enhancing product use convenience 
3.
Helping easy brand identification 
4.
Rendering product handling by the retailer easy and safe. 
5.
Making product differentiation by the manufacturer / marketer easy and
effective 
6.
Facilitating brand re positioning 
7.
Encouraging repeat and replacement purchases 
8.
Promoting the product at the point of purchase.
9.
Contributing highly to profit by appealing to the consumers who are 
prepared to pay higher price, and by reducing handling and 
transportation costs and damages. 
Packaging has emerged as a very important marketing tool that is 
capable of creating convenience value for the consumer and promotional value 
of the marketer. 
A manufacturer has to take proper decisions with regard to the size, 
shape, materials, colour, text and brand mark, while developing an effective 
package for a product. 
Labeling is part of packaging and consists of printed information that 
describes the product, appearing on or with the package. A package is 
incomplete unless it has an appropriate label, whether it is a simple tag attached 
to the product or an elaborately designed graphic forming a part of the 
packages.
For example, in India, the standards of weights and measures (Packaged 
commodities) Rules, 1977 provide for compulsory printing of the local taxes 
chargeable, on the labels of the package of the commodities. 
Labels perform many functions including identifying the brand or 
product like packages. They are,
1. 
Grading the product
2. 
Giving various details about the product, such as the name of the 
manufacturer producer, place of manufacturing date and batch of 
manufacturing, ingredients of the product and method of using it safely
3. 
Promoting the product through attractive pictures and graphics 
The marketer has to decide as to which functions the label on the package of his 
product will perform, and design the label accordingly

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