aafrin ma'am -product designinng

8/4/2019 Aafrin Ma'Am -Product Designinng

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SIDDHARTH COLLEGE OF

COMMERCE & ECONOMICS

ASSIGNMENT ON

MARKETINGMANAGEMENT

.


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PRODUCT DESIGNINGProducts include goods/articles which are useful for the

satisfaction of human wants. A product has a unity. It

includes wide variety of items such as TV, radio. Soap,

booklet. Certain terms such as product modification,

product development, product diversification, product

differentiation etc. are used in relation to products &their marketing.

Product is rightly treated as the heart of making mix as

is the quality of product which brings success in the

marketing efforts of a firm.

Designing of a product means designing outward size or

shape of a product. Such designing is a technical aspectof the product & the engineering design of a product is

prepared by an expert.

Attractive product design can improve the marketability

of a product by making it agreeable in appearance, easy

to carry & operate, continuous use over a long period &

reduction in the manufacturing cost.

The determination and specification of the parts of a

product and their interrelationship so that they become a

unified whole. The design must satisfy a broad array of

requirements in a condition of balanced effectiveness. A
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product is designed to perform a particular function or

set of functions effectively and reliably, to be

economically manufacturability, to be profitably salable,

to suit the purposes and the attitudes of the consumer,and to be durable, safe, and economical to operate. For

instance, the design must take into consideration the

particular manufacturing facilities, available materials,

know-how, and economic resources of the manufacturer.

The product may need to be packaged; usually it will also

need to be shipped so that it should be light in weight

and sturdy of construction. The product should appearsignificant, effective, compatible with the culture, and

appear to be worth more than the price.

Features of product designing:-

1) UTILITY & SAFETY :

A product design should be easy to operate, eayto handle & operate smoothly. It should be safe to use

i.e. possible hazard must be eliminated.

2) EASY MAINTAINANCE:

Product design should be easy to maintain.

3) LOW COST:

The manufacturing & distribution cost of a

product should be kept at the lowest level.
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4) SALES APPEAL:Product designing should be attractive & agreeable

to consumers.

5) ATTRACTIVE APPEARANCE:

The product design should make the product handy,

attractive & easily acceptable to consumers. In short

effective product design must:a) Create attention in the product,

b) Make the product of utility,

c) Produce at the lowest possible cost, &

d) enlarge the importance of the product from

consumer point of view.


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BRANDING

Branding is commonly used trade practice by

manufacturers of consumer & industrial goods . branding

means giving an attractive name or symbol to the product

by which it will be identified in the market &

remembered by traders & consumers. A brand means a

name, term, symbol, mark, design or picture put the

product itself. it is an identification mark or stamp.

Branding is an essential in this age of mass production &

distribution of identical products.

FEATURES OF BRANDING:

1) SIMPLICITY:

A good brand should be simple, brief & easy to

pronounce. This gives convenience to traders &

consumers

2)

DISTINCTIVE :

A good brand should be distinctive. This gives

independent & distinct identity to the product.

Consumer remembers it easily.


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Egg Vicks, glaxo, or pepsodent.

3) SUGGESTIVE :

A good brand should be suggestive i.e. capable of

describing the characteristics of the product.

The nature, use & purpose of the product should

be clearly suggested or indicated from the brand

itself. Like Godrej locks, Lajjat papad.

4) IMPRESSIVE :

A good brand should be impressive & appealing in

colour & design. This creats quick attraction for

the product. Mirinda, Hawkins are popular brands

due to impressive words used.

5) ECONOMICAL:

A good brand should be economical to reproduce &

should have also long & stable life.

6) PROTECTABLE:

A good brand should be protectable in the court

of law. It should also be acceptable for registration .


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normally it should not resemble any other similar

brand.

7) UNSUITABLE FOR IMITATION:

It should not lead itself to easy imitation by rival

procedures as easy imitations will make the brand

effective.

8) PLEASANT ASSOCIATION:

A good brand should create pleasant association in the

minds of consumers. This develops loyalty among

consumers.

9) ADAPTABILITY:

It should be adaptable to new products introduced or

added to the product line & should have harmless

names such as Godrej, Tata, Voltas etc.

10) STABLE LIFE:

A good brand should have stable life & should not

be affected by time. It should not become old fashioned

or out of date after one or two years.


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PACKAGING

Packaging is the science, art and technology ofenclosing or protecting products for distribution,

storage, sale, and use. Packaging also refers to the

process of design, evaluation, and production of packages.

Packaging can be described as a coordinated system of

preparing goods for transport, warehousing, logistics,

sale, and end use. Packaging contains, protects. Preserves,

transports, inform, and sell. It is fully integrated intogovernment, business, institutional, industry, and personal

use.

Container or wrapper for a consumer product that

serves a number of purposes including protection and

description of the contents, theft deterrence, and

product promotion. Innovative packaging may actually addvalue to the product if it meets a consumer need such as

portion control, recyclables, tamper-proofing, child-

proofing, easy-open, easy-store, easy-carry, and no

breakability. The labels on packages are important

components of the overall marketing mix and can support

advertising claims, establish brand identity, enhance

name recognition, and optimize shelf space allocations.When designing packaging, the cost to manufacture, ship,

and display the package must be considered. Packaging

must be small enough to accommodate available shelf

space and large enough to deter theft. It must also


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contain an adequate amount of product to keep the unit

price competitive. Packaging should be designed to

highlight product benefits and can be an integral part of

the product itself, like facial tissue boxes. For someproducts, such as Pez Popper candy, the package isthe

product. Innovative packaging can create a whole new

product class like juice boxes.

Packaging may be looked at as several different types.

For example a transport package or distribution package

is the package form used to ship, store, and handle theproduct or inner packages. Some identify a consumer

package as one which is directed toward a consumer or

household.

Packaging may discussed in relation to the type of

product being packaged: medical device packaging, bulk

chemical packaging, over-the-counter drug packaging,

retail food packaging, military materiel packaging,

pharmaceutical packaging, etc

It is sometimes convenient to categorize packages by

layer or function: "primary", "secondary", etc.

Primary packaging is the material that first envelops

the product and holds it. This usually is the smallestunit of distribution or use and is the package which

is in direct contact with the contents.
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Secondary packaging is outside the primary

packaging perhaps used to group primary packages

together.

Tertiary packaging is used for bulk handling,warehouse storage and transport shipping. The most

common form is a palletizedunit load that packs

tightly into containers.

These broad categories can be somewhat arbitrary. For

example, depending on the use, a shrink wrap can be

primary packaging when applied directly to the product,secondary packaging when combining smaller packages,

and tertiary packaging on some distribution packs

Packaging refers to the container or wrapper that holds a

product or group of products. Most commercial packaging

serves two basic functions: protecting the product from

damage during shipping, and promoting the product to the

ultimate consumer. Some common types of packaging

include shipping cartons, containers for industrial goods,

and bags, boxes, cans, and other holders for consumer

products. Packaging is of great importance to both

sellers and buyers of products. It can prevent spoiling,

breakage, tampering, or theft; enhance convenience inuse or storage; and make products easier to identify. A

significant improvement in packaging can even create a

"new" product by expanding the ways in which it can be

used, and thus its potential markets. For example, a soup
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that is packaged in a microwavable bowl might suddenly

increase its sales to working people.

packaging was used primarily to surround and protect

products during storage, transportation, and distribution.

Some packages were designed with aesthetic appeal and

even for ease-of-use by the end consumer, but package

design was typically left to technicians. After World War

II, however, companies became more interested in

marketing and promotion as a means of enticingcustomers to purchase their products. As a result, more

manufacturers began to view packaging as an integral

element of overall business marketing strategies to lure

buyers.

This increased attention to packaging coincided with

socioeconomic changes taking place around the world. As

consumers became better educated and more affluent,

their expectations of productsand their reliance on

themincreased as well. Consequently, consumers began

to rely much more heavily on manufactured goods and

processed food items. New technologies related to

production, distribution, and preservatives led to a

massive proliferation in the number and type of productsand brands available in industrialized nations. Thus,

packaging became a vital means of differentiating items

and informing inundated consumers.
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The importance of consumer packaging was elevated in

the United States during the late 1970s and 1980s. Rapid

post-war economic expansion and market growth waned

during that period, forcing companies to focusincreasingly on luring consumers to their product or

brand at the expense of the competition. Package design

became a marketing science. And, as a new corporate

cost-consciousness developed in response to increased

competition, companies began to alter packaging

techniques as a way to cut production, storage, and

distribution expenses. Furthermore, marketers began toview packaging as a tool to exploit existing product lines

by adding new items and to pump new life into maturing

products.

Today, good package design is regarded as an essential

part of successful business practice. Since many

potential customers first notice a new product after ithas arrived on the shelves of a store, it is vital that the

packaging provide consumers with the information they

need and motivate them to make a purchase. But

packaging decisions involve a number of tradeoffs. While

making a product visible and distinctive may be the top

priority, for example, businesses must also comply with a

variety of laws regarding product labeling and safety.Protecting products during transport is important, but

businesses also need to keep their shipping costs as low

as possible. The following provides an overview of some
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of the factors to consider in packaging products for

consumer markets.

Package design must meet five groups of functionalcriteria: in-home, instore (or warehouse), production,

distribution and safety, and legal. In-homerequirements

usually dictate that packaging be convenient to use and

store, remind users when and what to repurchase,

reinforce consumers' expectations of the product, and

tell them how to safely and effectively use the product.

In addition, increasing numbers of consumers expectpackaging to be recyclable and environmentally sensitive.

In-storecriteria require that packaging attract

attention on the shelf, instill confidence in the buyer,

identify the product or brand and differentiate it from

the competition, communicate benefits and uses, and

entice customers to actually purchase the item. The

product must also be easy for retailers to store and

stock on the shelves or the floor, and simple to process

at a check-out counter or other final point of

distribution. For instance, packaging that is oddly shaped

and takes up a large amount of space may draw attention,

but it may also be shunned by mail-order sellers

concerned about shipping costs or by space-consciousstore retailers.

Production demands, the third group of functional

criteria influencing packaging, are primarily based on

cost. A designer may create a fantastic package that
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would perform excellently in the marketplace, but if the

company cannot find a way to produce the package cost-

effectively, the design is useless. Among the most

important considerations in this realm is production linespeed. If a container is too long, wide, or short, it could

significantly slow the speed of the production machines.

Similarly, if the top or spout of a container is too small or

is oddly shaped, the product may not flow easily into the

package.

Packaging considerations related to distribution andsafetyare important and numerous. If an unacceptable

portion of the goods are damaged during storage,

transportation, or distribution, the package has failed.

Likewise, if the package injures the user, future sales

could be lost or the company could be liable for damages.

As a result, packaging engineers face numerous technical

considerations that have a residual impact on the finallook and feel of the package. For instance, packages must

be able to withstand the pressure of several other

crates stored on top of them. They must also be able to

resist moisture, adapt to temperature changes, and

withstand rough handling. From a cost standpoint,

packages must also be designed to suit standardized

transportation requirements related to weight, size, anddurability. Finally, they should be designed so that the

bar code on the package is easily scanned.
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Furthermore, packages should ideally be designed to

handle normal use by consumers. Examples of packages

that may result in harm to consumers include: those with

sharp edges, such as some pull-top canisters; glasscontainers; and heavy item boxes which might break when

the consumer is carrying them or cause strain or injury

to the consumer when picked up or set down.

The fifth basic group of functional packaging

requirements relate to laws and legislation. Various

federal laws have been passed to protect consumers frommisrepresentation and unsafe products. For instance,

some laws require that potentially dangerous goods, such

as gasoline or drugs, be stored in specially constructed

containers. Other laws forbid producers from

misrepresenting the quality or quantity of a product

through misleading packaging. Perhaps the most

influential class of laws that affect packaging, however,is that related to labeling.

Product Labeling :-

The label is the text printed on a product package or,

in the case of items like clothing, attached to the

product itself. Legally, labels include all written,

printed, or graphic material on the containers of

products that are involved in interstate commerce or

held for sale. The main body of legislation governing

packaging and labeling is the Fair Packaging and

Labeling Act of 1966. It mandates that every product
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package or label specify on its "principal display label"

(the part of the label most likely to be seen by

consumers) the following information:

1) the product type;

2) the producer or processor's name and location;

3) the quantity (if applicable);

4) the number and size of servings (if applicable).

Furthermore, several restrictions apply to the waythat the label is displayed. For example, mandatory

copy required by the act must be in boldface type.

Also, if the company is not listed in the telephone

book, the manufacturer's or importer's street address

must be displayed.

Other information required by the act relates to

specific foods, toys, drugs, cosmetics, furs, and textiles.

For instance, under the act labels for edible products

must provide sodium content if other nutritional

information is shown. They must also show ingredients, in

descending order from the one of highest quantity to the

one of least quantity. Certain food items, such as beef,

may also be required to display qualitative "grade labels"

or inspection labels. Likewise, "informative labeling" may

be required for products such as home appliances.

Informative label requirements mandate information

about use, care, performance capability, life expectancy,
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safety precautions, gas mileage, or other factors. Certain

major home appliances, for example, must provide the

estimated cost of running each make and model for one

year at average utility rates.

Packaging Strategy:

One of the most critical roles for packaging is promoting

products. Indeed, just as ease-of-use and readability are

elements of the strategic packaging mix, packaging is an

important part of a company's strategic marketing mix.

Most packages for consumer products are designed for

one of three purposes:

1) to improve the packaging of an existing product;

2) to add a new product to an existing product line; or

3) to contain an entirely new product.

Redesign of packaging for existing products may be

prompted by several factors. Many times, a company may

simply want to breathe new life into a maturing product

by updating its image or adding a new feature to the

package, such as an easy-pour spout. Or, a company may

redesign the package to respond to a competitive threat,

such as a new product that is more visible on the shelf.Other strategic reasons for package redesign are:

changes in the product; economics, which may require

less or more expensive packaging; product line

restructuring; alterations in market strategy, such as
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aiming the product at a different age group; trying to

promote new uses for a product; or legal or environmental

factors that lead to new materials or technology. Even

small packaging changes for established brands andproducts typically require careful consideration, since a

great deal of money is often at risk if a company

alienates or confuses customers.

A second reason for package redesign is to extend a

product or brand line. In these instances, the packaging

strategy usually reflects an effort to closely mimic theestablished brand or product, but to integrate the

benefits of the new feature into the existing package in

such a way that customers will be able to easily

differentiate it from other products in the line. The

chief risks inherent in packaging for extensions are that

the new package will confuse customers or frustrate

retailers.

The third impetus for package design is the need to

generate housing for an entirely new product. This is the

most difficult type of packaging to create because it

often requires the designer to instill consumer

confidence in an unknown product or brand, and to inform

the buyer about the product's uses and benefits.Packaging for products and brands that are entirely new

to the marketplace are the most challenging to develop.

In contrast, packaging for goods that are entering

established product categories require less education,
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but they must overcome established competition. A

common packaging strategy for such products entails

mimicking the packaging of leading products, which helps

to assure the buyer that the product is "normal."


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Q.2) MARKETING ETICS-

Ethics is a major branch of philosophy, encompassing

right conduct and good life. It is significantly broader

than the common conception of analyzing right and wrong.

A central aspect of ethics is "the good life", the life

worth living or life that is simply satisfying, which is held

by many philosophers to be more important than moral

conduct.

Marketing ethics is the area of applied ethics whichdeals with the moral principles behind the operation and

regulation of marketing. Some areas of marketing ethics

(ethics of advertising and promotion) overlap with media

ethics.

Fundamental issues in marketing ethics

Frameworks of analysis for marketing ethics

Possible frameworks:

Value-orientated framework, analyzing ethical

problems on the basis of the values which theyinfringe (e.g. honesty, autonomy, privacy,

transparency).
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Stakeholder-orientated framework, analysing ethical

problems on the basis of whom they affect (e.g.

consumers, competitors, society as a whole).

Process-orientated framework, analysing ethicalproblems in terms of the categories used by

marketing specialists (e.g. research, price,

promotion, placement).

None of these frameworks allow, by themselves, a

convenient and complete categorization of the great

variety of issues in marketing ethics.

Ethicsare a collection of principles of right conduct that

shape the decisions people or organizations make.

Practicing ethics in marketing means deliberately applying

standards of fairness, or moral rights and wrongs, to

marketing decision making, behavior, and practice in the

organization.

In a market economy, a business may be expected to act

in what it believes to be its own best interest. The

purpose of marketing is to create a competitive

advantage. An organization achieves an advantage when it

does a better job than its competitors at satisfying the

product and service requirements of its target markets.

Those organizations that develop a competitive advantageare able to satisfy the needs of both customers and the

organization.
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As our economic system has become more successful at

providing for needs and wants, there has been greater

focus on organizations' adhering to ethical values rather

than simply providing products. This focus has comeabout for two reasons. First, when an organization

behaves ethically, customers develop more positive

attitudes about the firm, its products, and its services.

When marketing practices depart from standards that

society considers acceptable, the market process

becomes less efficient sometimes it is even interrupted.

Not employing ethical marketing practices may lead todissatisfied customers, bad publicity, a lack of trust, lost

business, or, sometimes, legal action. Thus, most

organizations are very sensitive to the needs and opinions

of their

Customers and look for ways to protect their long-term

interests. Second, ethical abuses frequently lead topressure (social or government) for institutions to

assume greater responsibility for their actions. Since

abuses do occur, some people believe that questionable

business practices abound. As a result, consumer interest

groups, professional associations, and self-regulatory

groups exert considerable influence on marketing. Calls

for social responsibility have also subjected marketingpractices to a wide range of federal and state regulations

designed to either protect consumer rights or to

stimulate trade.

aafrin ma'am -product designinng

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