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Branding and Packaging of Consumer Goods

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Market survey of selected consumer products on the basis of brand name and package. Collection of data and preparing report on the popularity of different brands and popularity and quality of packages of the product and reasons therefore.

Branding and Packaging of Consumer Goods

  1. 1. MARKETING PROJECT Yashaswini Agarwal 2013
  2. 2. TABLE OF CONTENTS 1 Certificate 2 Acknowledgement 3 Topic 4 Branding 5 Project Report 6 Branding Questionnaire 7 Graphs 8 Conclusion 9 Packaging 10 Levels Of Packaging 11 Labeling 12 Forms Of Packaging 13 Packaging Questionnaire 14 Graphs 15 Conclusion 16 The End
  3. 3. TOPIC Market survey of selected consumer products on the basis of brand name and package. Collection of data and preparing report on the popularity of different brands and popularity and quality of packages of the product and reasons therefore.
  4. 4. BRANDING
  5. 5. BRANDING Branding is the giving a definite name to the product so that one can differentiate it from other products which are other ‘bundle of utilities’ offered by other brands. Product Branding is one of the variables of Product Mix. The brand name of a product is an assurance in the minds of the consumer about what he can expect of the product quality, value, image, personality. Therefore a brand can be defined as: “A brand is a name, term, sign, symbol or design, or a combination of these, which is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors.”
  6. 6. PRODUCTS CHOOSEN ARE : • Spice Mix • Frozen Parathas • Tea
  7. 7. SPICE MIX A Spice mixes are blended spices or herbs. When a certain combination of herbs or spices is used for many different recipes (or in one recipe that is used frequently), it is convenient to blend these ingredients beforehand. Blends such as chili powder, curry powder, are traditionally sold pre-made by grocers, and sometimes baking blends such as pumpkin pie spice are also available. These spice mixes are also easily made by the home cook for later use.
  8. 8. SPICE MIX BRANDS : The companies of spice mixes selected are – Shan Everest M.D.H
  9. 9. SHAN MASALA MIX Shan is a brand of Shan Foods Pvt. Ltd which was stared in 1981 by Mr. Sikander Sultan, current CEO Shan Foods (Pvt.) Ltd. It started from a single room company, today Shan stands as one of the most reputed food company and a powerful global brand with presence in more than 45countries across 5 continents. Overtime, the company prospered and Mr. Sikander Sultan decided to launch its very own brand with the name of SHAN. Today, Shan Foods (Pvt.) Ltd is Pakistan’s leading food company with its products being appreciated globally. Looking to expand its product line, Shan continues to introduce new products that better caters to the changing needs of the consumers. In order to take advantage of growth opportunities, Shan has now enhanced its production capacity even further with the manufacturing units installed in UAE and Saudi Arabia.
  10. 10. EVEREST MASALA MIX Everest Spices is an Indian manufacturer, distributor and exporter of ground spices and spice mixtures under the brand name. It also won FMCG Consumer Reaction Award. Everest started began advertising aggressively on the television in 2003, and by 2005, it had 30% share of the branded pure spices market in India. According to the 2007 study, Everest was India's largest spices brand based in Mumbai. More than 20 million households used Everest spices regularly. The brand was stocked by 400,000 outlets in more than 1000 towns across India. More than 3.705 billion packs of Everest product were sold each year. There were more than 42 blends under the Everest brand name. Everest also exports its products to the US, the Middle East, Singapore, Australia, New Zealand, East Africa and other countries.
  11. 11. M.D.H MASALA MIX Mahashian Di Hatti Limited is an Indian manufacturer, distributor and exporter of ground spices and spice mixtures under the brand name MDH. It specializes in several unique traditional blends of spices suitable for different recipes. The company was founded on March 8,1919 by Mahashay Chuni Lal as a small shop in Sialkot (now in Pakistan) . It has since grown in popularity all over India, and exports its products to several countries. There are large fully automatic manufacturing plants at Delhi, Gurgaon (Haryana), Nagpur (Maharashtra), Ghaziab ad (Uttar Pradesh), Amritsar (Punjab) and also in Sharjah (U.A.E). It has now a network of over 1000 wholesalers and over 400,000 retail dealers in India. MDH pioneered the marketing of powdered spice mixtures in handy attractive packages. In the last few years, the Exports Division of the company has started exporting the spices to several countries including UK, other European countries, Canada, United States, Japan and Switzerland.
  12. 12. FROZEN PARATHA The Indian Bread also known as paratha is an integral part of the Indian cuisine. Generally made from milled flour, usually atta or maida, and water. Some paratha, may be stuffed with vegetables and layered with either ghee or butter. The same paratha when sold to the customer in the frozen (ready-to-eat) manner is frozen paratha.
  13. 13. FROZEN PARATHA BRANDS : The companies of frozen paratha are – Spring Home Pillsbury Ashoka
  14. 14. SPRING HOME Spring Home, is a food brand under Tee Yih Jia Food Manufacturing Pvt. Ltd, the world leading manufacturer of spring roll pastry, located in Singapore. It was created as the flagship brand identity for most of its frozen food products.
  15. 15. PILLSBURY The C.A. Pillsbury and Company was founded in 1872 by Charles Alfred Pillsbury. The company was the first in the United States to use steel rollers for processing grain. Pillsbury scientists took more than a year to develop, space food cubes which were followed by other space-friendly foods, such as non-crumbly cake, relish that could be served in slices, and meat that needed no refrigeration. After 1980’s the British company Grand Metropolitan purchased the food maker, and during this ownership period the company divested itself of all production and distribution facilities making itself simply a marketing entity for its own brands (Pillsbury, Green Giant, Old El Paso, Totino's).
  16. 16. ASHOKA Ashoka is a Flagship Brand under ADF and the leading Ethnic Indian food brand made in India. Its range includes ready-to-eat curries (Heat & Eat), Frozen Foods (Indian Breads & Snacks), pickles, condiment pastes, mango pulp/slices, chutneys, pappadums, IQF (Individually Quick Frozen) ready-to-cook vegetables, and Microwaveable rice. Ashoka also has a wide range of restaurants and caterers with a strong market presence in the catering trade across Australia, NZ, US and the UK. ADF started back in 1932 of a small retail store selling Dry Fruits & Nuts, soon diversified into a Major Food Processing Company manufacturing Ethnic Indian pickles, chutneys, canned foods frozen foods and spices under various Brand Names which are today leaders in their segments and categories.
  17. 17. TEA Tea is one of the oldest and most used beverages prepared by pouring bole water on to tea leaves. Tea has historically been promoted for having a variety of positive health benefits, and recent human studies suggest that green tea may help reduce the risk of cardiovascular disease and some forms of cancer. Most of the countries have there own type and method of preparing tea. For example – Arabic tea, Moroccan Tea etc. Tea is sold in various forms, like tea bags , loose tea, compressed tea, bottled or can tea.
  18. 18. TEA BRANDS : The companies of tea selected are – Lipton Tetley Alokozay
  19. 19. LIPTON Lipton Tea is a British tea company, founded and named after its original owner, Sir Thomas Johnson Lipton. Lipton tea began in 1870 and is now one of the largest tea traders in the world. It is currently owned by the Unilever Company. Available in over 110 countries, Lipton is particularly popular in Europe, North America, Africa and the Middle East, parts of Asia and Australia and New Zealand. Despite its British origins, Lipton black tea (such as Yellow Label) is not marketed in the UK and is not found in mainstream British stores. However, Lipton Ice Tea and fruit teas are available in the UK. Unilever has established its first fully automated tea factory in 1998 in Jebel Ali Free Zone, Dubai.
  20. 20. TETLEY Tetley, a wholly owned subsidiary of Tata Global Beverages ,which is the world's second largest manufacturer and distributor of tea. Owned by India's Tata Group, Tetley's manufacturing and distribution business is spread across 40 countries. It is the largest tea company in the United Kingdom and Canada and the second largest in the United States by volume. In 1822, brothers, Joseph and Edward Tetley, sold salt from a pack horse in Yorkshire. They started to sell tea and the venture became such a success that they set up as tea merchants, "Joseph Tetley & Co.", in 1837. They relocated to London in 1856 and set up "Joseph Tetley & Company, Wholesale Tea Dealers". It was the first company to sell tea in tea-bags in the United Kingdom in 1953. The Tetley Group was bought by India's Tata Group in February 2000 for £271 million. It was one of the largest overseas acquisitions by an Indian company at that time.
  21. 21. ALOKOZAY Alokozay Group branched out into the tea market first in 2003. Seven years on, the company works with the finest tea growing nations from Sri Lanka, India, Kenya, Vietnam to China. Alokozay produces the purest & finest tea products that make up a variety of black teas, green teas, flavoured teas and herbal infusions. Each one is distinct in taste and unique in aroma, with flavours that cannot be replicated. Mr. Jalil Alokozay is the CEO of Alokozay Beverages Company which provide a wide range of products from tea, biscuits, tissue cigarettes and cookng oil. The factories at Alokozay are designed to deliver the company’s steadfast promise to always maintain the highest levels of product quality and follow systems that are environment-friendly. These are strictly implemented and exercised in the Group’s extensive facilities, which consists a modern manufacturing habitat, equipped with state-of-the- art machinery and streamlined processes.
  22. 22. PROJECT REPORT
  23. 23. MARKET SURVEY Market surveys are an important part of market research that measure the feelings and preferences of customers in a given market. Varying greatly in size, design, and purpose, market surveys are one of the main pieces of data that companies and organizations use in determining what products and services to offer and how to market them. A market survey is an important requirement for initiating any successful business. The objective of a market survey is to collect information on various aspects of the business. This survey is a tool through which we can minimize risk. After the market survey, the results must be analyzed in order to finalize a business plan.
  24. 24. QUESTIONNAIRE Name (optional) - Age - Gender - Occupation - Please fill in the following by ticking in the appropriate blank. SPICE MIXES 1. According to the flavor that these masalas give to your dish, which one will you choose. _ Everest _ MDH _ Shan 2. Masalas are available for almost all dishes. Which one out of these has a wider variety to choose from. _ Everest _ MDH _ Shan 3. Which one according to you is more affordable ? _ Everest _ MDH _ Shan 4. Are these available easily in your locality? _ Everest _ MDH _ Shan FROZEN PARATHA'S 1. Which one among these takes less time to cook? _ Ashoka _ Spring Home _ Pillsbury 2. Which one’s cost is more reasonable? _ Ashoka _ Spring Home _ Pillsbury 3. Which one of these has different types (variety) of paratha's? _ Ashoka _ Spring Home _ Pillsbury 4. From the health point of view which one of these soak the least oil while being cooked? _ Ashoka _ Spring Home _ Pillsbury 5. According to the taste, which brand of the frozen paratha is better? _ Ashoka _ Spring Home _ Pillsbury
  25. 25. TEA 1. Out of these which one gives out a better aroma? _ Alokozay _ Lipton _ Tetley 2. Among the 3, which would you choose for having the best taste. _ Alokozay _ Lipton _ Tetley 3. Tea too has a lot of variety, which one is the best in terms of variety. _ Alokozay _ Lipton _ Tetley 4. On the basis of affordability which one would you choose? _ Alokozay _ Lipton _ Tetley Thank you for taking out time and filling in the questionnaire.
  26. 26. GRAPHS
  27. 27. SPICE MIX 48% 24% 28% PRICE Everest MDH Shan A survey was conducted among 20 people, it was found out that 48% customers preferred Everest over MDH (24%) and Shan (28%) due to its reasonable cost . Being a part of daily cooking and repeated purchase the customers prefers Everest as it is economical. Question 1-Which one according to you is more affordable ?
  28. 28. FROZEN PARATHA 41% 24% 35% PRICE Ashoka Spring Home Pillsbury When enquired among 20 people about their choice of the above brands based on product price, many of them feel that Ashoka is more affordable that others. Though there is no much difference in prices Spring Home(24%) seems to be a bit more expensive than the others. Question 2-Which one of the following brands cost is more reasonable?
  29. 29. TEA 35% 55% 10% PRICE Alokozay Lipton Tetley Among Alokozay, Lipton and Tetley majority customers prefer Lipton for its good and reasonable pricing. The ratio come to 35%,55% and 10% for Alokozay, Lipton and Tetley respectively. As Lipton has a wide market here the customers do not face any rise in prices continuously. Question 3- On the basis of affordability which one would you choose?
  30. 30. Based on the quality of the product, the above graph depicts that Everest is preferred by 65% of the customers out of 20. They like this brand as its spice mix adds good taste to their food. As said by 1 customer all there spice mix flavours vary and so the dishes turn out very well. 65%5% 30% Taste / Flavour Everest MHD Shan SPICE MIX Question 4-According to the flavor that these masalas give to your dish, which one will you choose.
  31. 31. TEA 40% 50% 10% Variety Alokozay Lipton Tetley The widest variety of tea is found to be in Lipton, as per the survey results. The consumers say that Lipton offers them a larger variety of tea flavours. Lipton Herbal Tea, Lipton Fresh Brew Ice Tea, Lipton White and Red Teas, Lipton Black Flavoured Tea and Lipton Tea and Honey to name a few. Question 5-Tea too has a lot of variety, which one is the best in terms of variety.
  32. 32. CONCLUSION Tea – Lipton would be the brand I would prefer over others. The taste again dominates my choice of the brand. Apart from this the tea powder has always been efficiently providing taste and aroma to the drinker. Spice Mixes – Among the brand chosen I personally prefer Shan. The primary reason being the flavor it enriches our dishes with. Frozen Parathas – Out of the brands selected my first choice would me Spring Home. Though the brand provides limited variety of frozen parathas the taste locked within each is very good.
  33. 33. PACKAGING
  34. 34. PAKAGING Also termed as the fifth ‘P’ of product mix can be defined as ‘ An art of deriving and designing the suitable package for an article according to the product perishability, prestige, convenience etc.’ It is the next layer to the package of the particular product. It is responsible for the product safety and also enhances consumer satisfaction. One major advantage is that it prevents duplication or imitation of the product.
  35. 35. SPICE MIXES Brand – Shan Product Category – Flavouring Agents Product Form – Powder
  36. 36. SPICE MIXES Brand – Everest Product Category – Flavouring Agents Product Form – Powder
  37. 37. SPICE MIXES Brand – M.D.H Product Category – Flavouring Agents Product Form – Powder
  38. 38. FROZEN PARATHS Brand – Spring Home Product Category – Frozen Item Product Form – Flat bread
  39. 39. FROZEN PARATHS Brand – Pillsbury Product Category – Frozen Item Product Form – Flat bread Packaging – Plastic Polythin
  40. 40. FROZEN PARATHS Brand – Ashoka Product Category – Frozen Item Product Form – Flat bread
  41. 41. TEA Brand – Lipton Product Category – Hot Beverages Product Form – Powder/Dust Packaging – Plastic Container
  42. 42. TEA Brand – Tetley Product Category – Hot beverages Product Form – Powder/Dust Packaging – Brand – Alokozay Product Category – Hot Beverages Product Form – Powder/Dust Packaging – Aluminium Tin
  43. 43. LEVELS OF PACKAGING SPICE MIXES PackagingPackage Shan Masala
  44. 44. SPICE MIXES PackagingPackage Everest Masala
  45. 45. SPICE MIXES PackagingPackage M.D.H Masala
  46. 46. FROZEN PARATHA Packaging Package Spring Home
  47. 47. FROZEN PARATHA Packaging Ashoka Pillsbury Packaging
  48. 48. TEALipton Packaging Packaging Alokozay
  49. 49. Tetley Packaging
  50. 50. LABELLING SPICE MIXES Shan Masala Everest Masala MDH Masala
  51. 51. FROZEN PARATHA Spring Home Ashoka Pillsbury This product is unavailable in the market.
  52. 52. TEA Lipton Alokozay Tetley
  53. 53. FORMS SPICE MIXES Everest Masala Plastic Bag and Cardboard Box
  54. 54. TEA Lipton Tea Tea bags Loose Tea Plastic Containers Small tea Granules Aluminium Tin
  55. 55. Tea bags Aluminium Tin Alokozay Tea Tetley Tea Round and Regular Tea Bags
  56. 56. QUESTIONNAIRE Name (optional) - Age - Gender - Occupation - Please fill in the following by ticking in the appropriate blank. SPICE MIXES 1. Which of the following brands cover is more attractive and colorful? _ Everest _ MDH _ Shan 2. Among the following brands which ones packaging is convenient in terms of storage? _ Everest _ MDH _ Shan 3. In terms of handling which ones packaging would you prefer? _ Everest _ MDH _ Shan 4. Does the packet of the mix provide you will relevant and needed details? If yes, which brand? _ Everest _ MDH _ Shan 5. Do you think the packaging is eco-friendly? If yes, then which brands? _ Everest _ MDH _ Shan FROZEN PARATHA'S 1. Which of the following brands cover is more attractive and colorful? _ Ashoka _ Spring Home _ Pillsbury 2. Among the following brands which ones packaging is convenient in terms of storage? _ Ashoka _ Spring Home _ Pillsbury 3. In terms of handling which ones packaging would you prefer? _ Ashoka _ Spring Home _ Pillsbury 4. Does the packet of the mix provide you will relevant and needed details? If yes, which brand? _ Ashoka _ Spring Home _ Pillsbury 5. Do you think the packaging is eco-friendly? If yes, then which brands? _ Ashoka _ Spring Home _ Pillsbury
  57. 57. TEA 1. Which of the following brands cover is more attractive and colorful? _ Alokozay _ Lipton _ Tetley 2. Among the following brands which ones packaging is convenient in terms of storage? _ Alokozay _ Lipton _ Tetley 3. In terms of handling which ones packaging would you prefer? _ Alokozay _ Lipton _ Tetley 4. Does the packet of the mix provide you will relevant and needed details? If yes, which brand? _ Alokozay _ Lipton _ Tetley 5. Do you think the packaging is eco-friendly? If yes, then which brands? _ Alokozay _ Lipton _ Tetley Thank you for taking out time and filling in the questionnaire.
  58. 58. GRAPHS
  59. 59. SPICE MIX 60%15% 25% ATTRCTIVE AND COLORFUL PACKAGING Everest MDH Shan Among all the brands 60% of the customers prefer Everest as the packaging does not have the images and mix name displayed in a crowded manner. As the name suggest it also givens an image of peace . Shan (25%) is liked because of the delicious dishes displayed on its cover. MDH (15%) has said to have a monotonous packaging. Question 1- Which of the following brands cover is more attractive and colorful?
  60. 60. FROZEN PARATHA 75% 20% 5% CONVENIENCE IN STORAGE Ashoka Spring Home Pillsbury When enquired among 20 people about their choice of the above brands based on convenience in storage 75% of the customers prefer Ashoka as the packet provides a zip lock which proves useful if the customer uses it over and over again for longer durations. Spring Home and Pillsbury have simple packaging and score 20% and 5% respectively. Question 2- Among the following brands which ones packaging is convenient in terms of storage?
  61. 61. TEA 35% 50% 15% HANDELING Alokozay Lipton Tetley Lipton Tea is mainly and most commonly sold in tea bags or plastic containers and so 50% of the customers find it very user friendly. On the other hand 35% find Alokozay comfortable and only an average of 15% prefer Tetley. Question 3- In terms of handling which ones packaging would you prefer?
  62. 62. Based on information provided on their covers customers prefer Shan (60%). They say the cover along provides the recipes for the dishes which can be made with the help of that mix. MDH stand with 30% and Everest with 10% of consumer support. 10% 30% 60% RELEVANT INFORMATION Everest MHD Shan SPICE MIX Question 4- Does the packet of the mix provide you will relevant and needed details? If yes, which brand?
  63. 63. FROZEN PARATHA 71%0% 29% CONVENIENCE IN STORAGE Ashoka Spring Home Pillsbury Ashok (71%) was the majority of the customers preference when enquired about attractive packaging. The prime reason being the women ( a famous bollywood actress) who is shown on its cover. Similarly the little baker cartoon on the cover of Pillsbury makes it very appealing. Unfortunately none customers are happy with the Spring Homes cover. Question 5- Which of the following brands cover is more attractive and colorful?
  64. 64. CONCLUSION Tea – I would surely prefer Lipton for its packaging. The bright colors and beautiful images on its cover are vary attractive and appealing to the eyes. It automatically makes the us feel that the content is equally good. Spice Mixes – The neat arrangement of brand name and photos is the main reason why I like Everest Masala Mix packaging. Frozen Parathas – According to me Ashoka has the best packaging. The zip lock system is of great help. Also, the information given behind the packet clearly guides the customers regarding defrosting methods.
  65. 65. THANK YOU

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