Microsoft Word marketing doc

Decisions on Packaging : 
In modern days, packaging has become a very important part of product 
management with competition increasing, marketers are turning to innovative 
packaging to establish a distinctive edge. Marketers are providing value 
addition to products and greater benefits to consumers through packaging, there 
by attempting to increase brand value. 
New Product Development : 
New product development is one of the most important components of 
product policy and product management. It is not enough if the existing 
product lines and products are appraised properly, products are positioned 
effectively and brand decisions are taken wisely. For higher levels of growth a 
firm has to look beyond its existing products. A progressive firm has to 
consider new product development as a cardinal element of its product policy. 
Managing the product life cycle of products : 
A product passes through certain distinct stages during its life. This 
cycle of stages is called the product life cycle (PLC). The utility of the PLC 
concept lies in the fact that each stage in the product life cycle is characterised 
by a typical market behaviour and consequently each stage lends itself to the 
application of a certain specific marketing strategy. 
4.3
BRANDING 
Branding is another important and intrinsic part of the individual product 
management strategy of a manufacturer or marketer.
Brand is a name, term, sign, 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. 

---

52
BRAND NAME: 
Brand name is that part of a brand which can be vocalized ex : Lux, 
Limca, Vicco Termeric etc., 
BRAND MARK: 
Brand Mark is that part of a brand which can be recognized but it not 
utterable such as symbol, design or distinctive colouring or lettering. 
Ex. 
State Bank of India’ Blue circle with a central dot 
Air India’s Maharaja 
TRADE MARK: 
Trade mark is a brand or part of a brand that is given legal protection 
because it is capable of exclusive appropriation. A trade mark protects the 
sellers exclusive right to use the brand name and or brand mark. 
COPY RIGHT 
Copy right is the exclusive legal right to reproduce, publish and sell the 
matter and form of a literary musical or artistic work. 
A brand is essentially a sellers promise to consistently deliver a specific 
set of features benefits, and services to the buyers. The best brands convey a 
warranty of quality. But a brand is even a more complex symbol. 
A brand can convey up to six levels of meaning as shown below.