Iranian Strikes on Israel Assessing the Impact and Implications.pptx
Branding marketing project grade 12
1. TOPIC
“Market survey of selected consumer products on the
basis of brand name and package. Collection of data and
preparing report on the basis of popularity of different
brands and popularity and quality of packages of
products, and reasons there of.”
4. BRANDING
What is Branding?
A name, term, design, symbol, or any other feature that identifies one seller's good or service as
distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one
item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is
trade name.
Importance of Branding:
Branding is an important marketing tool used to stimulate recognition. When a product, service,
person or place is branded, it develops a personality and a reputation.
Types of Branding:
Product
Personal
Corporate
Geographic
Cultural
6. PRODUCT 1 : COMPACT POWDER
A COMPACT (also powder box and powder case) is a cosmetic product. It is usually a small
round metal case and contains two or more of the following: a mirror, pressed or loose face
powder with a gauze sifter and a powder puff.
PRESSED POWDER (compact powder) comes in a compact and contains ingredients used to
turn the product into a semi-solid like silicones and waxes.
Target group of customers:-
INCOME – Middle to High Income Group
AGE – 18 to 40 years
GENDER – Female
Brands chosen :
RIMMEL BOURJOIS
7. BRAND 1 : RIMMEL
Rimmel (commonly known
as Rimmel London) is a British
cosmetics brand, now owned
by Coty, Inc.
The House of Rimmel was
originally founded by Eugène
Rimmel as a perfumery in 1834
in Regent
Street, London, England.
Bernd Beetz is the CEO of
Rimmel London.
It is quite economical and user-
friendly.
TARGET
CUSTOMERS
AGE: 18-34
INCOME:
Middle
Income Group
GENDER:
Women
8. BRAND 2 : BOURJOIS
Bourjois is
a French Cosmetics private company
independently owned by the
Wertheimer family.
Originally launched in 1863, it
continues to make make-up, most
recently launching Rouge Edition
velvet lipstick.
In the late 1920s, Women started
their fight of independence and
Bourjois adapted to suit their market
by promoting the use of make up for
personal pleasure and to affirm
personality.
TARGET
CUSTOMERS
AGE:
18-25
INCOME:
Middle to
High
Income
Group
GENDER:
Female
9. PRODUCT 2 : TEA
Tea is an aromatic beverage commonly prepared by pouring hot or boiling water over cured
leaves of the Camellia sinensis, an evergreen shrub native to Asia. After water, it is the most
widely consumed drink in the world.
Tea originated in southwestern China, where it was used as a medicinal drink. It was
popularized as a recreational drink during the Chinese Tang dynasty, and tea drinking
spread to other East Asian countries.
Target group of customers:-
INCOME – Mixed Income Group
AGE – 18 to 40 years
GENDER – All
Brands chosen :
TWININGS BROOKE BOND-RED
LABEL
10. BRAND 1 : TWININGS
Twinings is an English marketer of tea, based in Andover, Hampshire. The brand is owned
by Associated British Foods.
It holds the world's oldest continually-used company logo, and is London's longest-standing
rate-payer, having occupied the same premises on the Strand since 1706.
The founder of Twinings was Thomas Twining. The firm's logo, created in 1787, is the world's
oldest in continuous use.
TARGET
CUSTOMERS
AGE:
20-45
INCOME:
Middle to
High
Income
Group
GENDER:
Male and
Female
11. BRAND 2 : BROOKE BOND RED LABEL
Brooke Bond is a brand-name
of tea owned by Unilever, formerly an
independent manufacturer in the United
Kingdom.
Brooke Bond & Company was founded
by Arthur Brooke. He opened his first tea
shop in 1869 at Manchester.
Arthur Brooke chose the name because it
was his 'bond' to customers to provide a
quality tea, hence Brooke Bond.
By 1957, Brooke Bond was probably the
largest tea company in the world, with one
third share of both the British and Indian
tea markets.
TARGET
CUSTOMERS
AGE: 18-
50
INCOME:
Low to
Middle
Income
Group
GENDER:
Male and
Female
13. MARKET SURVEY
Market research/survey is any organized effort to gather information about
target markets or customers. It is a very important component of business strategy.
Market research provides important information to identify and analyse the market need,
market size and competition.
Surveys have been used in various fields of research, such as sociology, marketing
research, politics and psychology.
METHODOLOGY : QUESTIONNARE
In survey research, a questionnaire is an instrument that is comprised of a set of
questions to be asked to the participants or respondents of the survey.
Sir Francis Galton, an English polymath, introduced the use of the questionnaire in
surveys.
Questionnaires usually ask questions that elicit ideas and behaviours, preferences, traits,
attitudes and facts.
14. QUESTIONNAIRE ON BRANDING
This survey is conducted by the students of OOEHS for a Marketing
Project, to estimate the popularity of different brands among the
consumers. Kindly fill in the given questions with appropriate details or by
ticking the appropriate option.
Name: Gender: ○Male ○Female
Age: Occupation:
15. COMPACT POWDER
1. Which brand has the most absorbent micro particles for a long-lasting matt (natural) complexion
and?
Rimmel
Bourjois
____________________________________________________________
2. Which brand do you feel is ultra-fine and has a lightweight texture?
Rimmel
Bourjois
____________________________________________________________
3. Which brand blends well with your face and shows minimal shine? Also state the reason.
Rimmel
Bourjois
____________________________________________________________
16. TEA
1. Which brand has the best aroma and why?
Twinings
Brooke Bond Red Label
____________________________________________________________
2. Which brand has the least caffeine content?
Twinings
Brooke Bond Red Label
____________________________________________________________
3. Which brand has a stronger flavour and colour?
Twinings
Brooke Bond Red Label
____________________________________________________________
18. GRAPH 1 : COMPACT POWDER
60%
40%
Ultra-fine and lightweight
texture
Rimmel Bourjois
On the basis of ultra-fine and lightweight texture:
60% of the respondents have selected RIMMEL on the
basis of ultra-fine and lightweight texture because it has
an ultra-fine and lightweight formula with Smart tone™
technology that cleverly adapts to the skin’s natural colour
and texture and the blue sapphire pigments enhance the
natural colour and tone.
40% has voted for BOURJOIS since it has an ultra-fine and
soft texture which blends quickly/easily into the skin. It is
very lightweight on the skin and does not get cakey. It has
a mild, sweet and fruity fragrance. This feature may not be
liked by all consumers which makes it stand second.
Which brand do you feel is ultra-fine and has a lightweight texture?
Rimmel
Bourjois
19. GRAPH 2 : TEA
On the basis of least caffeine content :
80% of people prefer TWININGS when it comes to least
caffeine content. The average caffeine content of tea is
around 50 mg per cup. An excessive intake of caffeine is not
recommended. Twinings herbal and fruit flavoured infusions
do not contain any caffeine and the normal tea contains
about 40 mg per cup.
Only 20% opts for BROOKE BOND RED LABEL since it
contains 60 mg of caffeine per cup, which is way more than
the average caffeine content of tea – 50 mg per cup.
Educated citizens do not prefer it much, but still the rest uses
it due to its strong flavour and colour without knowing it’s
80
%
20
%
Least caffeine content
Twinings
Brooke Bond Red Label
Which brand has the least caffeine content?
Twinings
Brooke Bond Red Label
20. CONCLUSION ON BRANDING
In TEA, TWININGS is most preferred on the basis of least caffeine. Twinings herbal and fruit
flavoured infusions do not contain any caffeine and the normal tea contains about 40 mg per
cup. Whereas Brooke Bond Red Label comes last with 60 mg. The average is 50 mg per cup.
But in terms of aroma and colour all brands are preferred especially Brooke Bond Red Label,
which is also very much affordable, hence some people still prefer it. Since Twinings has the
least caffeine content, it is the most expensive brand when compared to the rest. Brooke Bond
Red Label should reduce their caffeine content as they should equally take care of their
customer’s health for better performance in the long run.
In COMPACT POWDER, the best voted brand is RIMMEL on the basis of ultra-fine and
lightweight texture. This is because it is economical, user-friendly, long-lasting, is anti-shine,
and contains natural minerals. Then comes Bourjois, which concentrates mainly on organic
products. It contains even more minerals than Rimmel, hence it is more expensive. Bourjois
tends to get less customers since they only concentrate on organic products which tends to
not have as much effect as the products with chemical contents, so they should try to involve
products for all types of customers as well.
22. PACKAGING
Packaging is the technology of enclosing or protecting products for distribution, storage, sale,
and use. Packaging also refers to the process of designing, evaluating, and producing
packages.
Packaging plays a vital role in terms of protection, storage and hygienic handling of a
product and it plays a key role in the marketing mix.
Packaging contains, protects, preserves, transports, informs, and sells.
Essentials of good packaging:
Attractive
Convenient
Economic
Reusable
Environment friendly
Communicative
25. LABELLING
Display of information about a product on its container, packaging or the product itself is called
as labelling.
A label is a carrier of information about the product. The attached label provides customers with
information to aid their purchase decision or help improve the experience of using the product.
Requirements of a good label:
Care and use of the product
Recipes or suggestions
Ingredients or nutritional information
Product guarantees
Manufacturer name and address
Weight statements
Sell by date and expiration dates
Warnings
31. LEVELS OF PACKAGING
The three levels of packaging are:-
Primary packaging holds a single retail unit of a product. Primary packaging can be used to
protect and promote products and get the attention of consumers. Primary packaging can
also be used to demonstrate the proper use of an offering, provide instructions on how to
assemble the product, or any other needed information. If warning or nutrition labels are
required, they must be on the primary packaging. Primary packaging can be bundled
together as well.
Secondary packaging holds a single wholesale unit of a product. Secondary packaging is
designed more for retailers than consumers. It does not have to carry warning or nutrition
labels but is still likely to have brand marks and labels. Secondary packaging further
protects the individual products during shipping.
Tertiary packaging is packaging designed specifically for shipping and efficiently handling
large quantities. Pallets can be easily moved by a forklift truck and can even be moved
within the grocery store by a small forklift.
32. PRODUCT 1 – BRAND 1(COMPACT POWDER – RIMMEL)
The packaging of Rimmel Compact Powder is very simple. It does not
concentrate much on packaging since it is available at an affordable rate with
good quality compact powder. In this fast moving world, such primary
packaging is enough for most people.
33. PRODUCT 1 – BRAND 2(COMPACT POWDER – BOURJOIS)
Primary packaging
Bourjois offers two types of packaging for
different people. The packaging mostly
depends on the price charged for each type
of compact powder. The one available for
lower rate has two levels of packaging.
34. PRODUCT 2 – BRAND 1(TEA – TWININGS)
Primary packaging Secondary packaging Tertiary packaging
The unique packaging of Twinings tea is that the tea powder is
initially packed in sachets with the correct amount of tea powder for
one cup of tea. This sachet keeps the tea powder very fresh and dry.
It is then packed into different sizes of small boxes according to
one’s requirement.
35. PRODUCT 2 – BRAND 2(TEA – BROOKE BOND RED LABEL)
Primary packaging Secondary packaging Tertiary packaging
Primary packaging
Brooke Bond Red Label provides two types of
packaging. Their packaging depends upon the
place where it is sold and also on the quantity.
In India, the packaging is mostly simple.
Whereas in places like Dubai, the most of its
packaging has three levels.
37. QUESTIONNAIRE ON PACKAGING
This survey is conducted by the students of OOEHS for a Marketing
Project, to estimate popularity and quality of packages of products among
the consumers. Kindly fill in the given questions with appropriate details or
by ticking the appropriate option.
Name: Gender: ○Male ○Female
Age: Occupation:
38. COMPACT POWDER
1. Which brand has the most light weight packaging?
Rimmel
Bourjois
____________________________________________________________
2. Which brand do you feel has the most comfortable travel-friendly packaging?
Rimmel
Bourjois
____________________________________________________________
3. Which brand has all the accessories (applicator) that you would want along with the compact
powder? Also state them.
Rimmel
Bourjois
____________________________________________________________
39. TEA
1. Which brand’s package is more user-friendly and why?
Twinings
Brooke Bond Red Label
____________________________________________________________
2. Which brand is more airtight and keeps it fresh?
Twinings
Brooke Bond Red Label
____________________________________________________________
3. Which brand has an eco-friendly package?
Twinings
Brooke Bond Red Label
____________________________________________________________
41. GRAPH 1 : COMPACT POWDER
On the basis of accessories (applicator):
70% of the respondents have selected BOURJOIS on the basis of
accessories (applicator) that one would want along with the compact
powder because the packaging is functional with a big mirror. It's the
right size to carry also. Not only is it sturdy but it contains all one will
need for day to day use including a soft, silicone make-up sponge and
a well sized mirror.
30% has voted for RIMMEL because the packaging pretty ordinary
with very light weight transparent plastic which is flimsy and prone to
scratches. It comes with nothing but a lid and isn’t travel friendly. But
still people prefer it since the packaging is very lightweight and
packaging is not that important for some people as it is available at
Which brand has all the accessories (applicator) that you would want along with
the compact powder? Also state them.
Rimmel
Bourjois
30%
70%
Accessories (applicator)
Rimmel Bourjois
42. GRAPH 2 : TEA
On the basis of freshness and airtight packaging:
70% of people prefer TWININGS when it comes to airtight packaging
and keeping it fresh. Individual tea packets are wax-lined for freshness,
perforated together and folded up in accordion style. This provides a
new opportunity to expand on the marketing material present on the
package, and to eliminate unnecessary waste.
Only 30% opts for BROOKE BOND RED LABEL since the tea inside is
not vacuum packed - which is essential for tea for a great flavour and
it needs to be dry until it is ready to be used. The plastic packing only
spoils the taste. The sealing is also not up to the mark. However, these
issues are not big for some people when the tea flavour is still good,
strong and refreshing.
70
30
%
Freshness and airtight
packaging
Twinings
Brooke Bond Red Label
Which brand is more airtight and keeps it fresh?
Twinings
Brooke Bond Red Label
43. CONCLUSION ON PACKAGING
In TEA, TWININGS is most preferred on the basis of freshness and airtight packaging.
Packaging is also given high importance here. Individual tea packets are wax-lined for freshness,
perforated together and folded up in accordion style. This eliminates unnecessary wastage too.
BROOKE BOND RED LABEL stands second since the tea inside is not vacuum packed and is not
always stored dry. The sealing is also not up to the mark. However, people still prefer this brand
because these issues are not a big problem when the tea flavour is still good, strong and
refreshing. But still, Brooke Bond Red Label should improve their packaging in order to be in par
with it’s competitors.
In COMPACT POWDER, the best voted brand is BOURJOIS on the basis of accessories
(applicator) available along with it. This is because the packaging is functional and it is the right
size to carry too. Not only is it sturdy but it contains all one will need for daily use. Then comes
RIMMEL which concentrates more on quality and affordability and less on packaging. It has
ordinary packaging with transparent plastic which is flimsy and prone to scratches. It comes only
with a lid and isn’t travel friendly. But still people prefer it since the it is lightweight and is
available at an affordable price. Rimmel should also focus on good packaging and provide at
least a basic applicator (a smooth sponge).
44. From this project I have understood the importance of branding, packaging and labelling of
consumer goods. Branding is an important marketing tool used to stimulate recognition whereas
packaging plays a vital role in terms of protection, storage and hygienic handling of a product.
While labelling provides customers with information to aid their purchase decision or help improve
the experience of using the product.
COMPACT POWDER- In terms of BRANDING, RIMMEL stands first because it is economical, user-
friendly, long-lasting, is anti-shine, and contains natural minerals. While Bourjois is preferred less
since it concentrates mainly on organic products and is more expensive. Whereas BOURJOIS is best
in terms of PACKAGING because of its functionality, applicators/accessories it has, is travel friendly
and its compact size. While RIMMEL stands second because of its ordinary packaging which is flimsy
and prone to scratches and is not travel friendly, but is very lightweight. The suggestions are that
Bourjois should try to target other all income groups and Rimmel should improve their packaging.
TEA- In terms of BRANDING and PACKAGING, TWININGS is the best because its caffeine content in
very less, hence it is safe to consume. It also has strong flavours and aroma. The packaging is given
detailed care because the sachets are wax-lined for freshness, perforated together and folded up in
accordion style. While BROOKE BOND RED LABEL stands second because of its high caffeine content
and it is not vacuum packed, but it has stronger flavour and is very economical. The suggestions are
that Twinings should try to target all income groups and Brooke Bond Red Label should reduce its
caffeine content and improve its packaging.
CONCLUSION
