branding marketing project grade 12

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.”

INDEX

1. CERTIFICATE

2. ACKNOWLEDGEMENT

3. TOPIC

4. INDEX

5. BRANDING

6. PRODUCTS CHOSEN

7. PRODUCT 1

8. BRAND 1

9. BRAND 2

10. PRODUCT 2

11. BRAND 1

12. BRAND2

13. PROJECT REPORT

14. MARKET SURVEY

15. QUESTIONNARE ON BRANDING

16. PRODUCT 1(QUESTIONNAIRE)

17. PRODUCT 2(QUESTIONNAIRE)

18. RESULTS AFTER SURVEY

19. GRAPH 1

20. GRAPH 2

21. CONCLUSION ON BRANDING

22. PACKAGING

23. PRODUCTS CHOSEN

24. LABELLING

25. LABEL OF PRODUCT 1-BRAND 1




29. LEVELS OF PACKAGING

30. PRODUCT 1-BRAND 1




34. PROJECT REPORT

35. QUESTIONNARE ON PACKAGING

36. PRODUCT 1 (QUESTIONNAIRE)

37. PRODUCT 2 (QUESTIONNAIRE)

38. RESULTS AFTER SURVEY

39. GRAPH 1

40. GRAPH 2

41. CONCLUSION ON PACKAGING

42. CONCLUSION

43. BIBLIOGRAPHY

BRANDING

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

PRODUCTS CHOSEN :-

COMPACT POWDER TEA

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

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 1834in 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

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 Editionvelvet 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

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

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

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

PROJECT REPORT

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.

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:

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

____________________________________________________________

TEA

1. Which brand has the best aroma and why?

Twinings

Brooke Bond Red Label

____________________________________________________________

2. Which brand has the least caffeine content?

Twinings


____________________________________________________________

3. Which brand has a stronger flavour and colour?

Twinings


____________________________________________________________

RESULTS AFTER SURVEYWITH GRAPHICAL REPRESENTATION AND REASONING

GRAPH 1 : COMPACT POWDER

60%

40%

Ultra-fine and lightweight

texture

Rimmel BourjoisOn 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?RimmelBourjois

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 high caffeine content.

80

%

20

%

Least caffeine content

Twinings


Which brand has the least caffeine content?Twinings Brooke Bond Red Label

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. Bourjoistends 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.

PACKAGING

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

PRODUCTS CHOSEN :-

COMPACT POWDER TEA

LABELLING

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

LABEL OF PRODUCT 1 – BRAND 1(COMPACT POWDER – RIMMEL)

LABEL OF PRODUCT 1 – BRAND 2(COMPACT POWDER – BOURJOIS)

LABEL OF PRODUCT 2 – BRAND 1(TEA – TWININGS)

LABEL OF PRODUCT 2 – BRAND 2(TEA – BROOKE BOND RED LABEL)

LEVELS OF PACKAGING

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 handlinglarge quantities. Pallets can be easily moved by a forklift truck and can even be moved within the grocery store by a small forklift.

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.

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.

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.

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.

PROJECT REPORT

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:

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

____________________________________________________________

TEA

1. Which brand’s package is more user-friendly and why?

Twinings


____________________________________________________________

2. Which brand is more airtight and keeps it fresh?

Twinings


____________________________________________________________

3. Which brand has an eco-friendly package?

Twinings


____________________________________________________________

RESULTS AFTER SURVEYWITH GRAPHICAL REPRESENTATION AND REASONING

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 such an affordable price.

Which brand has all the accessories (applicator) that you would want along with the compact powder? Also state them.

RimmelBourjois

30%

70%

Accessories (applicator)

Rimmel Bourjois

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


Which brand is more airtight and keeps it fresh?Twinings Brooke Bond Red Label

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).

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 flimsyand 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

BIBLIOGRAPHY

https://www.google.com/

https://en.wikipedia.org/

http://us.rimmellondon.com/

http://www.bourjois.co.uk/

http://www.twinings.co.uk/

http://www.hul.co.in/brands-in-action/detail/Brooke-Bond-Red-Label/294486/

MS Office

https://www.google.com/

https://en.wikipedia.org/

http://us.rimmellondon.com/

http://www.bourjois.co.uk/

http://www.twinings.co.uk/

http://www.hul.co.in/brands-in-action/detail/Brooke-Bond-Red-Label/294486/