Microsoft Word marketing doc

The Associated features 
A product contains several associated features besides the core 
constituent. 
In the example of Mysore sandal soap considered above, the fragrance of 
sandal oil in the soap, the oval shape of the soap, the sandal colour of the soap 
etc. are the associated features of the product. 
Brand Name 
A Brand is defined as “name, term, symbol, or design or a combination 
of them which is intended to identify the goods and services of one seller or 
groups of sellers and to differentiate them from those of competitors. 
A trade mark is a brand that has been given legal protection thus 
ensuring its use exclusively by one seller. 
Trade mark is a legal term, while brand is a marketing term. 
In an age of brands, the brand name is naturally a major selling tool and 
one of the most important components of the “total product personality”. 

---

48
The Package 
The package is another important component of the total product 
personality. The Package performs two essential roles. 
i)
giving protection to the product. 
ii)
adding to the aesthetics and sales appeal of the product. 
The material of the package, the colour and size of the package and its 
finish, the labelling on the package, the possibilities of reusing the package, all 
influence the total sales appeal of the product. 
Labelling 
A label provides written information about the product. Labelling helps 
the buyer understand the nature of the product, its distinctive features, its 
composition, its performance, etc. Among branded products, mostly descriptive 
labelling is used, furnishing detailed information about product attributes and 
qualities. 
The product mix is the complete set of all products offered for sale by a 
company. The product mix may be composed of several product lines. A 
group of related products constitutes a product line. 
For example, Hindustan Lever, bathing soaps constitute one product line 
of the company. Detergents constitute another, cooking medium a third one and 
tooth paste yet another line. In the product line of bathing soaps, Hindustan 
Lever has many more product lines like this. 
It is evident that “product” has been undergoing a constant change and 
the marketing man has been constantly engaged in enriching his product offer.
In his attempt to score over competition, he has been bringing out refinement 
upon refinement on his basic product offer, but managing the product was 
becoming more and more difficult. He had to take the “product” to higher and 
higher levels of evolution as under. 
1.
The Generic product 
2.
The Branded product 
3.
The Differentiated product 
4.
The Customised product 
5.
The Augmented product 
6.
The Potential product 

---

49