An interactive session for the Entrepreneurship Trainers in the Indian Institute of Entrepreneurship, Lallmati, Guwahati, Assam

1. PRACTICAL ASPECTS OF BRANDING,
PACKAGING & MARKETING
PRESENTED BY:
Syed Mohsin Raja
MBA, MMC, ACDSM (LSB)
Digital Media Educator/Consultant
ToT PROGRAM ON CONSULTANCY ON ENTREPRENEURSHIP DEVELOPMENT.
Organised By:
INDIAN INSTITUTE OF ENTREPRENEURSHIP, Laalmati, Guwahati, Assam

2. • What is Marketing?
• Roles of Marketing,
• Traditional Vs. Digital Marketing,
• Branding basics,
• Understand the Concepts of Product and Brand,
• Brand positioning,
• Branding & Rebranding,
• Packaging and its practical aspects.
Session Objectives

3. TEASER

4. Maslow’s Hierarchy of Needs
Basic Needs
Psychological Needs
Self-Fulfillment Needs

5. MARKETING DWELLS AROUND
1. Production,
2. Communication,
3. Delivery,
4. Exchange.

6. DEFINITIONS
Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large. - AMA
"the art of telling stories so enthralling that people lose track of their wallets“ –
New York Ties (2017).

7. MARKETING
Shopping Vs. Selling Vs. Marketing

8. MARKETING

9. Product (সামগ্ৰী)

10. Product
PRODUCT SERVICE
HYBRID
The Continuum

11. TYPES OF PRODUCTS
1. DURABLE GOODS: Higher level of involvement in the purchase decision. (Real Estate)
2. NON-DURABLE GOODS: Low level of involvement in the purchase decision. (Food)
Convenience Products: Non-durable goods or services bought because the consumer doesn’t wanna
put much effort.
Shopping Products: Not frequently bought. Requires higher level purchase decision making in learning
the latest updates.
Speciality Products: Bought infrequently, often once. Possesses high risk and are expensive.
Unsought Products: Which people do not buy normally. E.g. Thermometer.

12. ACTIVITY
1. WRITE DOWN 3 BASIC PRODUCT,
2. FIND THE BEST ONE USING 4 Ps,
3. MATCH IT TO THE PRODUCT TYPES WE HAVE DISCUSSED.
PRODUCT/SERVICE NAME DURABLE NON-DURABLE Convenience Product Shopping Product Speciality Product Unsought Product
Example Product
/ /

13. WHO’s THIS GUY?
Source: Verge

14. MUSKETING

15. TRADITIONAL MARKETING

16. SAW THIS?

17. 1st Piece of MARKETING

18. Billboard

19. News Paper

20. The Mango Tree – ROLE OF MARKETING

21. DIGITAL MARKETING
When MARKETING is done through the digital resources…

22. DIGITAL MARKETING USAGE

23. DIGITAL MARKETING
1. Web Design,
2. SEO/SEM,
3. Display Ads/PPC,
4. Social Media Marketing,
5. Email Marketing,
6. Content Marketing,
7. Affiliate Marketing,
8. Analytics.
9. Chatbot

24. SWOT Analysis

25. WHAT IS A BRAND?

26. BRANDING
www.TRISSAM.com

27. WHAT IS A BRAND?
A Living Entity.
A brand is a name, term, design, symbol or
any other feature that identifies one seller's
good or service as distinct from those of other
sellers. (Kotler & Keller)

28. ORIGIN OF BRANDING
1. Ancient Greece/Rome – Stone Marks,
2. Medieval Times – Burn Marks, Print Marks etc.
And continuous change and development…

29. BRAND POSITIONING
Brand
Positioning
Domain
Values
Reflection
Personality
Assets
Heritage

30. BRANDING

31. PACKAGING
Science, Art and Technology of enclosing or protecting
products for distribution, storage, sales and use.
WHAT IS THE ESSENCE OF PACKAGING?
Examples of Packaging for
Protection/Distribution/Storage/Sale/Use.

32. PACKAGING

33. PACKAGING QUESTIONS
1. Product?
2. Buyers?
3. How are they buying?

34. TYPES OF PACKAGING
1. Primary,
2. Secondary,
3. Tertiary.

35. NEXT SESSION
WHAT IS ECOMMERCE?

36. ThankYou
Syed Mohsin Raja
@SyedMRaza on Twitter