Group 3

Packaging
Positioning
Brand Name
PRESENTED BY:
GROUP3 (ABM-12)
Packaging
PACKAGING THE
01 PRODUCT
PURPOSE OF
02 PACKAGING
DESIRABLE PACKAGING
03 APPEARANCE
CRITERIA FOR CHOOSING

04 PACKAGING MATERIALS
PACKAGING
05 STRATEGIES
MOTIVATIONAL
QUOTE
"I can accept failure.
Everyone fails at
something. But I cannot
accept not trying."
- MICHAEL JORDAN
01
Packaging the Product

Packaging the product is one critical
aspect that must be properly designed to
attract the customers.
A package is the container or the wrapper
of the product.
Packaging is a business function that
must not be taken for granted.
Packaging the product involves the
development and branding is not the end
of product to meet the target customers.
Package gives significant and different
advantages over other products in the
market.
02
Purpose of Packaging
1. To protect the product on its
way to the customer.
2. To provide protection after
the product is purchased.
3. It must be packaged to meet
the needs of the wholesaling
and retailing middlemen.
4. It must identify the product
and prevent substitution from
the competitor's product in the
market.
03
Desirable Packaging
Appearance
1 2 3
It should be It should be It must protect

durable and the design, color,
environment taste and smell
maintain quality
friendly. after using. of the product.
04
Criteria for Choosing

Packaging Materials
1. Protection
Can the package give ample
protection to the product?
2. Display Value
Can it attract consumers?
3. Cost
Will it be cost-efficient?
4. Convenience
Is it easy to carry? Will the
package be too heavy?
5. Size
What is industry practice? Any
weight limits? What is minimum
order quantity? What about
average purchase size?
05
Packaging Strategies
1. Family packaging involves
making the package identical for
all products using common
feature on all products using
common feature on all packages.
2. Reuse packaging is designing

and promoting package which can
serve other purposes when
contests are consumed.
3. Multiple packaging is placing

several units of a product in a
single container.
Positioning
DEFINITION OF
01 POSITIONING
FOLLOWING QUESTIONS BEFORE

02 USING A POSITIONING STRATEGY
03 PRODUCT POSITIONING
04 MARKET POSITIONING
MOTIVATIONAL
QUOTE
“We must train from the inside
out. Using our strengths to attack
and nullify any weaknesses. it's
not about denying a weakness
may exist but about denying its
right to persist.”
– VINCE MCCONNELL
01
Definition of Positioning
refers to how the firm differentiate their
product or service from those of the
competitors amd serving a niche. it is one
where the firm identifies a target segment
and develop a strategy mix to address the
desires of that segment. The objective of
positioning in to establish the firm's
product or service identity in the mind of
the buyer.
product positioning is placing a brand in
that part of the market where it will have an
approving acceptance compared with
competing brands. ( 40 successful selling
strategies by lao 2013 ).
product repositioning means reviewing
the current position of the product and its
marketing mix and seeking a new
position for it that seems more
appropriate.
02
Following questions before

using a positioning strategy
1 2 3
What does the How is the What makes

customer really product or the product
want to buy service different
or service
from the other
from the firm? unique?
firm?
03
Product Positioning
The entrepreneur must create
an image to the public
presenting how they want to
position the product. The
customers/target market must
be well informed about a new
product - what it is, what it
can do, what makes it better
that other product, and who
should buy it.
03
Market Positioning
1 2 3
Innovator/ Domestic vs. Quality vs.

Leader vs. International Price
Followers / Global
Brand Name
DEFINITION OF BRAND ADVANTAGES OF CO-
01 NAME 06 BRANDING
DISADVANTAGES OF CO-
02 PRODUCT BRANDING 07 BRANDING
ADVANTAGES OF THE DIFFERENT

03 BRANDING 08 STRATEGIES USED TO
SELL MORE PRODUCTS
SELECTING A GOOD
04 BRAND NAME
09 REASONS FOR THE
EXISTENCE OF BRANDS
CRITERIA FOR CHOOSING

05 BRANDING STRATEGIES 10
A BRAND NAME
MOTIVATIONAL
QUOTE
"Achievement seems to be
connected with action. Successful
men and women keep moving. They
make mistakes but they don't quit."
-CONRAD HILTON
01
Definition of Brand Name

Brand Name is a name or mark that is
intended to identify the seller's
product and differentiate it from the
product of competitors. A brand name
consist of letters, words or numbers
that can be read or verbalized. A
brand mark is recognized by sight but
cannot be expressed.
02
Product Branding
is a name or mark that is
intended to identify the
seller's product and
differentiate it from the
product of competitors.
Product branding name
consist of letters, words or
numbers that can be read or
verbalized.
03
Advantages of Branding
1. Brands make it easy to
identify the product and
services.
2. It assures the buyer that they
get the same quality of
products.
3. It reduces price comparison.
4. It adds prestige to the
product of the seller.
5. It provides legal protection for
the seller.
6. It helps in product market
segmentation.
04
Selecting a Good Brand Name

1. It should suggest about the
product or service.
2. It must easy to pronunce and
remember.
3. It must be simple and short.
4. It must be different from the
others.
5. It must be adaptable to new
company product that may be
added.
6. It must be capable of
registration and legal protection.
05
Branding Strategies
The producers and middlemen
are partners in the distribution
of the product to their target
customers. Their partnership is
a long life process of mutual
concern and cooperation for
the development of customer
satisfaction.
1. Producer’s Strategy
The manufacturers have to

establish a wide distribution
system and rely heavily on
their capability to penetrate
the market with the amount of
resources in promoting the
brand to its target market.
2. Middleman's Strategy
This is also called as co-

branding where the producer
and sole distributor carry the
brand name of the
manufacturer and that of the
middlemen. Middlemen usually
sell their brand at lower cost
below the producer's price
index because they can get
other products using their own
brand name.
06
Advantages of Co-branding
1 2 3
It creates It develops It expands the

broader greater middlemen
customer brand equity. brand in the
appeal. market.
07
Disadvantages of Co-Branding
1 2 3 3
Coordination is It entails legal Licensing It requires
oftentimes contract which agreement is mutual trust
difficult with the can be complex
producer and
necessary between the
and difficult
the middlemen. two parties.
08
The Different Strategies Used

to Sell More Products
1. Branding Within a Product Mix
a. Separate Name for Each Product
This is often termed as family
branding.
b. The Company Name Combined
with the Product Name- The
company name is best suited for
marketing products that are related
in quality and use.
c. The Company Name Alone
Branding with the company name
alone places a great burden on the
producers' reputation for quality.
2. Branding for Market Saturation
a. Introduction of Line Extension
This is the strategy where brand
names are extended into new forms
and sizes of an existing product
category.
b. Introduction of Brand Extension
This strategy calls for the extension
of the brand name to new or
modified product categories.
c. Introduction of New Brand
Name - It is the strategy where a
new brand name is attached to a
new product category.
09
Reasons for the Existence of

Brands
1. Identification - Brands enable
consumers to easily distinguish
one product from another.
2. Protection - It enables the

owner of the brand name to
enjoy the goodwill associated
with the name so as not to be
taken advantage by others.
3. Positioning - It enables the

owner to communicate the
benefits of his product vis-à-vis
competition.
10
Criteria for Choosing a Brand

Name
1. Distinctive - is the brand
closely associated with another
product?
McDonald's is known for fast
food buy would a
McDonald's Hotel (in Europe)
be okay?
2. Word Association - does it
have a pleasant meani?
Dumex, the milk product
never took off because
customers associated it with
another product, called
Domex, a household
cleanser.
3. Legal Requirements - can it
be registered?
Sharp already owns the
brand name so "Sharp"
calculators cannot be
registered for being
confusingly similar.
4. Memorability - can your

name be remembered easily?
Johnson & Johnson is an
institution locally but would
a competing brand Zwitsal
be as easily remembered?
5. Pronounceability can it be
pronounced easily?
Unilab is much easier to say
than Boehringer.
6. Limitations-is the brand

name too limiting to be used
for expansion?
Would the name Aqua Vida
be as flexible as an
Imarflex?
thank you.

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Packaging

CRITERIA FOR CHOOSING

Packaging the Product

It should be It should be It must protect

Criteria for Choosing

2. Reuse packaging is designing

3. Multiple packaging is placing

FOLLOWING QUESTIONS BEFORE

Following questions before

What does the How is the What makes

Innovator/ Domestic vs. Quality vs.

ADVANTAGES OF THE DIFFERENT

CRITERIA FOR CHOOSING

Definition of Brand Name

Selecting a Good Brand Name

The manufacturers have to

This is also called as co-

It creates It develops It expands the

The Different Strategies Used

Reasons for the Existence of

2. Protection - It enables the

3. Positioning - It enables the

Criteria for Choosing a Brand

4. Memorability - can your

6. Limitations-is the brand

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