BRANDING,PACKAGING AND LABELING

OBJECTIVES OF STUDY:
1. To measure the relative importance of branding, packaging, and
labeling
for the consumers
2. To know the role played by branding, packaging and labeling.
3. To identify the different types of brands, packaging and labeling.
4. To make a comparative study about different types of brand in the
market.

METHODOLOGY:
In the current study i have collected data through primary sources and
secondary sources self-structured questionnaire is used to collect data
and
questionnaire was distributed to 30 customers.

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LIMITATIONS:
1. The study is limited to a period of 30 days only. So, the conclusion
derived
From it may not be very definite
2. Due to the shortage of time it is not able to collect and analyze the
Information with similar product and firms.
3. Lack of cooperation by some respondents to the questionnaire and
lack of
Knowledge of some respondents to the questionnaire the derived is
not very
definite. However, all efforts have been taken to make the study
appropriate.

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BRANDING

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 BRANDING
INTRODUCTION

Branding is one of the most important elements of crating your

company’s public image. Without a way to attract customers,
your business will have a hard time selling even the best service or
product. The problem isn’t quality, but information.

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MEANING:

Brands are the face a business presents to the world, and they
communicate everything from core values to tone and target market.

DEFINITION

According to Philip Kotler “a brand is defined as a "name, term, sign

symbol (or a combination of these) that identifies the maker or seller
of the product". Branding is endowing products and services with the
power of a brand.

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CHARACTERISTICS OF A GOOD BRAND:
1) It should be distinctive:
A unique and
distinctive symbol is
Not only easy to
remember but also a
distinguishing
Feature.
2) It should be
suggestive:
A well-chosen name or symbol
Should be suggestive of
quality, or may be associated
with
Superiority or a great
Personality.
3) It should be easy to
Remember:
It should be easy to read,
pronounce and spell. Tide, Surf, Gold Spot are examples of such
brand names.
4) It should be legally available and defensible:
Common law trademark searches are also critically important.
5) It should be flexible and expandable.

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 FUNCTIONS OF BRANDING
When practiced to its full vision, branding performs four specific
cores
Functions:
1. To differentiate your organization
From those in your field
2. To show the authenticity of your
Product or service
3. To reinforce the values that your
Company places at the forefront of each
Action
4. To unify each department within your organization.
1. DIFFERENTIATION
Each day, there are more and more companies rising to the surface in
their fields. It’s safe to say that within your industry particularly,
you’ll be going up against competitors both big and small. The
innovation of product and services is moving far too fast for
businesses to solely rely on out-innovating the competition to gain
market share and momentum. With this being said, it’s important to
stand out in the sea of other organizations in your niche with the
power of your brand. “I believe with every part of my being that
brand is going to be the last great currency in marketing,” said Tiffany
Sauder from Element Three. Preach it Tiffany. We agree 100-
percenentage.Here is some questions to evaluate as you work on
leveraging your brand to stand out: Hone in on what distinguishes you
from everyone else. Leverage your unique story to build something

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unique—from name to slogan to visual identity to culture to store
front to website.
2. AUTHENTICITY
You have a past. Whether that history is good or bad, it brought you
to where you are today. Your failures and successes are all a part of
what makes you unique so it’s important to share them with your
audience in a way that makes sense.
That’s just part one though. Your storytelling should be authentic to
the bone. Nothing should be half felt. Nothing should be said just
because it’s trending. It must be real. If the story isn’t real then you’d
best not share it.
We live in a world where the end-user is better than ever at sniffing
out fake people and brands. If a brand starts at its core not from a
place of authenticity, everything else the brand does will be affected.
It’s important to attribute your success with where you’ve been, how
you want to make a difference and why you believe strongly in your
product or service.
AN EXAMPLE
A good example of a company that knows how to share their story
would be a brand that sells acne clearing ointment. If the founder
struggled with acne as a teenager, telling that story is authentic and
compelling to the audience.
This shows the target audience that they have a drive to make things
better for others who are in the same situation that they were faced
with in their adolescence. It shows passion and understanding—two
things that are qualities often underrated.
Be authentic by staying true to who you are. Don’t try to be
something you are not. Many companies run into issues when they

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desperately try to reach everyone when they should be placing their
efforts in the direction of their target audience.
When this reach is done incorrectly, it wastes both time and money.
In the end it ends up making an organization look desperate and
unorganized.
3. VALUE SETTING AND CENTERING
Branding is a way of life that uncovers and formalizes the core values
of an organization. The storytelling step
is one of the best ways to bring a
companies mission to the forefront, but
first you have to set your values.
Again, the common misconception is
that branding is all about visual identity
and some witty slogans. As you’ve
already seen, it reaches far beyond that. The branding process should
uncover the values that an organization truly believes in. Once it does
this, it’s up to the power of branding to weave that into the story in a
compelling way. Also at this time, an organization should centre itself
on these values as an operating procedure.
4. UNIFICATION
Each department in your organization should know its role in the
branding process.
Everyone should be on the same page as
far as the general rules that go into
making everything work. Branding, as
stated earlier, is a way of life. It’s not
meant to be dealt with in one
department. Simple day to day tasks are
all part of a company’s brand.

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 DIFFERENT TYPES OF BRAND
1. Product Branding
This is the most common
And easiest type of
Branding. Product
branding is a symbol or
design that identifies and
differentiates a product
from other products.
Product branding is very
easily noticeable when you walk through a supermarket filled with
different
products as most products are branded with a unique colour, design
and logo.
2.Personal branding
This type of branding is very
common among politicians,
athletes and celebrities. Personal
branding makes it possible for
famous people to reflect a good
image of themselves to the public.
Politicians, for instance, use personal branding to create good
impression and convince voters that they are right for and office.

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3. Corporate Branding:
This type of branding is used by
businesses
interested in creating and
maintaining a good reputation.
Corporate branding thus cuts across
an organization’s services,
products, employees, corporate
culture as well as corporate social
responsibility. Every activity
carried out by an organization has a
positive or negative effect on its reputation A wrong decision can in
fact have an adverse effect on the corporate brand.

4. Geographical Branding:
This type of branding is used for specific services and products that
are peculiar to a particular region. Geographical branding is
commonly used in the tourism industry. Various countries and regions
try to brand things that make them different from other areas.
Landscape, cuisine, tourist centres within a popular region are usually
advertised and eventually become associated with the region.
5. Retail Branding:
Retail branding is mostly used by industry giants to increase the
interest of consumers and make product sales outpace the
competition. A lot of money is spent to develop unique brand images
that convince consumers to select their brand instead of others. Retail
branding however requires a lot of planning. The right strategy needs
to be adopted to ensure its success.

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6. Co-Branding:
Co-branding is a type of branding
that associates the brands of two or
more companies with a specific
product or service. It can also be
described as marketing partnership
between two or more brands such
that the success of one brand rubs
off on the other. Co-branding is
effective in building business,
increasing awareness and breaking into new markets.

LIMITATIONS OF BRANDING:
• Brands take time to establish reputation
and quality.
• Advertising and promotion costs are
expensive.
• Negative press can tarnish entire family
of products.
• Customers may not be willing to pay
higher price due to the brand name.
• Cheap Imitations may flood the market.

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SOME OF WORLD’S FAMOUS BRANDS
APPLE
Apple Inc. is an American multinational
technology company headquartered in
Cupertino, California. Apple is the world's
largest technology company by revenue,
with US$394.3 billion in 2022 revenue. As
of March 2023, Apple is the world's
biggest company by market capitalization.

NIKE
Nike, Inc. is an American athletic footwear and
apparel corporation headquartered near
Beaverton, Oregon, United States. It is the
world's largest supplier of athletic shoes and
apparel and a major manufacturer of sports equipment, with revenue
in excess of US$46 billion in its fiscal year.

• GUCCI
Gucci is an Italian luxury brand of fashion and leather goods. Gucci
was founded by Guccio Gucci in Florence, Tuscany, in 1921. Gucci
generated about €4.2 billion in revenue worldwide in 2008
according to Business Week and climbed to 41st position in the
magazine's annual 2009 "Top Global 100 Brands" chart created
by Interbrand; it retained that
rank in Interbrand's 2014 index.
Gucci is also the highest-selling Italian brand.

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14
• CONVERSE

Converse is an American shoe company that primarily

produces skating shoes and lifestyle brand footwear and apparel.
Founded in 1908, it has been a subsidiary of Nike, Inc. since 2003.
Converse shoes are distinguished by a number of features,
including the company's star insignia, the All Star's rubber sole,
smooth rounded toe, and wrap-around strip.

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• PEPSI
Pepsi is a carbonated soft drink manufactured by PepsiCo.
Originally created and developed in 1893 by Caleb Bradham and
introduced as Brad's Drink, it was renamed as Pepsi-Cola on August
28, 1898, and then as Pepsi in 1961.

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BRAND ANALYSIS
OF CONSUMER
GOODS

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 SOFT DRINKS
A soft drink is a drink that typically contains carbonated
water (although some
lemonades are not
carbonated),
a sweetener, and a natural
or artificial flavouring. The
sweetener may be a sugar,
high-fructose corn syrup,
fruit juice, a sugar substitute
(in the case of diet drinks),
or some combination of
these.

Soft drinks may also contain caffeine, colorings, preservatives,

and/or other ingredients. Soft drinks may be served chilled, over
ice cubes, or at room temperature, especially soda. They are
available in many container formats, including cans, glass bottles,
and plastic bottles. Soft drinks are widely available at fast food
restaurants, movie theaters, convenience stores, casual-dining
restaurants, dedicated soda stores, and bars from soda fountain
machines. Soft drinks may be drunk with straws or sipped directly
from the cups..

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 7UP
7 Up was created by Charles
Leiper Grigg, who launched
his St. Louis–based company The
Howdy Corporation in 1920.Grigg
came up with the formula for a
lemon-lime soft drink in 1929.
The product, originally named
"Bib-Label Lithiated Lemon-Lime
Soda", was launched two weeks
before the Wall Street Crash of 1929. It contained lithium citrate, a
mood-stabilizing drug, until 1948. It was one of a number of patent
medicine products popular in the late-19th and early-20th centuries.
Its name was later shortened to "7 Up Lithiated Lemon Soda" before
being further shortened to just "7 Up" by 1936.
Delicious lemon and lime flavours 7UP is an amazingly refreshing
soft drink with nice sparkling bubbles. Convenient unbreakable and
easy to carry 7UP makes for a great treat that you can enjoy anywhere
you want –during picnic get togethers and other outdoor activities. Its
prevents your drink from spilling or going flat.7UP 330ml help you
enjoy those happy moments with your friends and family. Give
yourself a pure dose of refreshment
with 7UP.

 Irresistibly clean citrusy taste

 Caffeine free yet wonderfully
refreshing
 Perfect for all sorts of social
gatherings and activities both
indoor and outdoor

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QUESTIONNAIRE

Analysis of Customer’s preferences for Soft drinks

1. Which brand of soft drink do you prefer?
A) 7UP b) Pepsi c) Mountain Dew d) Others
2. How often do you buy soft drinks?
A) frequently b) occasionally c) rarely d) never
3. Do you prefer expensive or low priced?
A) expensive b) low priced c) not certain
4. If the price of another brand of soft drink were reduced would
you shift your brand?
A) yes b) no

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  CARS
A car, or an automobile, is a motor vehicle with wheels. Most
definitions of cars say that they run primarily on roads, seat one to
eight people, have four wheels, and mainly transport people,
not cargo.
French inventor Nicolas-Joseph Cugnot built the first steam-powered
road vehicle in 1769, while French-born Swiss inventor François
Isaac de Rivaz designed and constructed the first internal combustion-
powered automobile in 1808. The modern car—a practical,
marketable automobile for everyday use—was invented in 1886,
when German inventor Carl Benz patented his Benz Patent-
Motorwagen. Commercial cars became widely available during the
20th century. One of the first cars affordable by the masses was the
1908 Model T, an American car manufactured by the Ford Motor
Company. Cars were rapidly adopted in the US, where they
replaced horse-drawn carriages. In Europe and other parts of the
world, demand for automobiles did not increase until after World War
II. The car is considered an essential part of the developed economy.
Cars have controls for driving, parking, passenger comfort, and a
variety of lights. Over the decades, additional features and controls
have been added to vehicles, making them progressively more
complex. These include rear-reversing cameras, air
conditioning, navigation systems, and in-car entertainment. Most cars
in use in the early 2020s are propelled by an internal combustion
engine, fuelled by the combustion of fossil fuels. Electric cars, which
were invented early in the history of the car, became commercially
available in the 2000s and are predicted to cost less to buy than petrol-
driven cars before 2025. The transition from fossil fuels to electric
cars features prominently in most climate change mitigation
scenarios, such as Project Drawdown's 100 actionable solutions for
climate change.
There are costs and benefits to car use. The costs to the individual
include acquiring the vehicle, interest payments (if the car is
financed), repairs and maintenance, fuel, depreciation, driving time,
parking fees, taxes, and insurance. The costs to society include
maintaining roads, land use, road congestion, air pollution, noise
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pollution, public health, and disposing of the vehicle at the end of its
life. Traffic collisions are the largest cause of injury-related deaths
worldwide. Personal benefits include on-demand transportation,
mobility, independence, and convenience. Societal benefits include
economic benefits, such as job and wealth creation from
the automotive industry, transportation provision, societal well-being
from leisure and travel opportunities, and revenue generation
from taxes. People's ability to move flexibly from place to place has
far-reaching implications for the nature of societies.
There are around one billion cars in use worldwide. Car usage is
increasing rapidly, especially in China, India, and other newly
industrialized countries.

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  Nissan
Nissan Motor Co. Ltd often shortened to Nissan is a Japanese
multinational automobile manufacturer headquartered
in Yokohama, Kanagawa Prefecture, Japan. The company sells its
vehicles under the Nissan and Infiniti brands, and formerly
the Datsun brand, with in-house performance tuning products
(including cars) labelled Nismo. The company traces back to the
beginnings of the 20th century, with the Nissan zaibatsu, now
called Nissan Group.
Since 1999, Nissan has been part of the Renault–Nissan–Mitsubishi
Alliance (Mitsubishi joining in 2016), a partnership between Nissan
and Mitsubishi Motors of Japan, with Renault of France. As of 2013,
Renault holds a 43.4% voting stake in Nissan, while Nissan holds a
15% non-voting stake in Renault. Following an agreement in January
2023, Renault is set to reduce its voting stake to 15%, making both
manufacturers equal in voting rights. Since October 2016 Nissan
holds a 34% controlling stake in Mitsubishi Motors
In 2017, Nissan was the sixth largest automaker in the world,
after Toyota, Volkswagen Group, Hyundai Motor Group, General
Motors and Ford. In 2014, Nissan was the largest car manufacturer in
North America. With a revenue of $78 billion in 2022, Nissan was the
9th largest automobile maker in the world, as well as being the
leading Japanese brand in China, Russia and Mexico. As of April
2018, Nissan was the world's largest electric vehicle
(EV) manufacturer, with global sales of more than 320,000 all-electric
vehicles.The top-selling vehicle of the car-maker's fully-electric
lineup is the Nissan LEAF, the No. 2 top-selling electric car globally,
just behind the Tesla Model 3.

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QUESTIONNAIRE

Analysis of Customer’s preferences for Cars

1. Which brand of cars do you prefer?
A) Toyota b) Nissan c) Mercedes d) Others
2. How much do you think is the right amount for a 5 seater car?
A) Less than 10Lakh Rupees b) Less than 5 Lakh Rupees
3. Do you prefer expensive or low priced?
A) expensive b) low priced c) not certain
4. If the price of another brand of cars were reduced would you
shift your brand?
A) yes b) no

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TOOTHPASTE

Toothpaste is a paste or gel dentifrice used with a toothbrush to

clean and maintain the aesthetics and health of teeth.
Toothpaste is used to promote oral hygiene: it is an abrasive
that aids in removing dental plaque and food from the teeth,
assists in suppressing halitosis, and delivers active ingredients
(most commonly fluoride) to help prevent tooth decay (dental
caries) and gum disease (gingivitis). Salt and sodium bicarbonate
(baking soda) are among materials that can be substituted for
commercial toothpaste. Large amounts of swallowed toothpaste
can be toxic.

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SENSODYNE

Sensodyne is a brand name of toothpaste and mouthwash targeted

at people with sensitive teeth. Sensodyne products are applied at
home. Sensodyne is owned by GlaxoSmithKline and is marketed
under the name Shumitect in Japan. Sensodyne is a daily
toothpaste specially formulated to relieve and protect against tooth
sensitivity* and is the #1 dentist recommended toothpaste brand
for sensitive teeth. Use it every day to help relieve tooth sensitivity
and to also keep it from returning. Stannous fluoride works by
creating a barrier over sensitive areas, while potassium nitrate
works by soothing the nerves inside your teeth. Ultimately, both
offer 24/7 sensitivity protection when you brush with Sensodyne
twice a day, every day.

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QUESTIONNAIRE

Analysis of Customer’s preferences for Toothpaste

1. Which brand of toothpaste do you prefer?
A) Colgate b) Oral B c) Sensodyne d) Aquafresh
2. How often do you change your brand?
A) Never b) Once a year c) 6 months
3. Do you prefer expensive or low priced?
A) expensive b) low priced c) not certain
4. If the price of another brand of toothpaste were reduced would
you shift your brand?
A) yes b) no

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PACKAGING

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MEANING OF PACKAGING

Packaging is the science, art

and 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 can be
described as a coordinated system of preparing goods for transport,
ware housing, logistics, sale, and end use . Packaging contains,
protects, preserves, transports, informs, and sells. In many countries it
is fully integrated into government, business, institutional, industrial,
and personal use.

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DEFINITION OF PACKAGING

The Packaging refers to all those activities related to designing,

evaluating and producing the container for a product. Simply, the
box-like container, wherein the product is stored to protect it from any
physical damage and at the same time attracting the customer through
its appeal is called as packaging.

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1. Product Identification
The package of a product helps the customer to easily identify the
product in the market, e.g. Red Label tea in a red colour packing,
Taj Mahal tea in blue box pack, etc.
2. Product Protection
The package of a product protects it from spoilage, breakage,
pilferage, leakage, damage, etc. e.g. oil in plastic bottles.
3. Facilitating use of the Product
The package of a product helps the consumer to open, handle and
use the product more conveniently, e.g. toothpaste tubes, handwash
soap dispenser, etc.
4. Product Promotion
An attractive package attracts the attention of people and at the
same time, provides detailed information about the product, e.g.
ferrero rocher chocolates.

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Primary packaging
Primary packaging is the
term used to designate the
layer of packaging in
immediate contact with
the product; in other
words, it is the first
packag-ing layer in which
the product is contained.
Ease of handling and
shelving is a further aspect
of primary packaging to
be considered, so as to ensure the product can be easily handled by
consumers. Example: Cosmetics

Secondary packaging

Secondary packaging is in-tended to protect

not only the product, but also the primary
packaging, which often is the packaging most
visible to the consumer in retail displays. The
most common examples of secondary
packaging include cardboard
cartons,cardboard boxes and
cardboard/plastic crates

Transportation packaging

Transport packaging is designed to

protect goods that are in transit,
especially products that are shipped by
truck or train. However, the supply
chain often includes other modes of
transportation as well. Therefore, transport packaging needs to
bedesigned for both the local conditions and the export conditions if
the goods are sent from one country to another.es

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ADVANTAGES OF PACKAGING
• Protection
The basic benefit of packaging is the protection of goods to be
sold. It prevents damage during transport and storage from the
elements, vibration and compression through a physical layer of
protection.

• Information
Packaging can provide
information to a consumer
regarding the product
contents.
This information may be
promotional, factual or
mandated by consumer law.

• Containment
Products that contain multiple items use packaging to keep all
items contained prior to purchase.
Product containment also allows
a product to be sold in larger
quantities.

• Size and Quantity

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Packaging can control the size and
quantity of a product. Portion controlhelps control inventory, create
product consistency and can help regulate prices.

• Marketing
Packaging is the front line of marketing.
Through design a
and marketing
communications, packages can help
sell
a product and differentiate it from
similar products. The packaging can
also help promote product branding.

• Security
Product security can be provided through packaging. Packing can
make items tamper-resistant, can help reduce theft and can help

prevent harm from dangerous products.

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sample of packaging
It is the packaging which covers the main products. Some examples
are laminations, cling films, glass containers, tin can, bubble
wraps etc.

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LABELLING

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INTRODUCTION

Labelling is a part of branding and enables product identification. It is

a printed information that is bonded to the product for
Recognition and provides detailed information about the product.
Customers make the decision easily at the point of purchase seeing
the labelling of the product.

meaning
Packaging is essential as it is used for the identification of the
products in marketing. It enhances the appearance of the label for
promoting the product. This is the major importance of labeling in
marketing. In addition, labelling also helps to provide the

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information about a product to the prospective customer. This
function fulfills informative purpose of using a tag.

DEFINITION
A label is an informative tag, wrapper or
seal attached to a product or product's
package. Labeling gives necessary
information to the customers about the
products.

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FUNCTIONS OF LABELLING

 Defines the product and its contents: A label is

informative about the product’s usage and caution to be taken
while using the product. Example, Red Label Natural Care tea
mentions five ingredients in its label that provide immunity.
• Recognition of product: Labeling assists in the
identification of the product. Example, the brand name of a
chocolate will help one choose from the rest of the
confectionery items available.
• Assorting of products: It means classification or grading of
products according to different categories in the market.
Example, shampoos are categorized as dry hair, normal hair
and oily hair types and cater to consumers in the market with
the dry, normal and oily scalp, respectively.
• Assists promotion of products: It gives the customer the
reason to purchase the product. Example, it attracts the
attention of the consumer by displaying messages such as
‘20% free’ or ‘save rupees 15’ message in potato chips packet.
• In compliance with the law: Labels should strictly abide by
the law. Example, for tobacco, the label should mention ‘Tobacco is
injurious to health’. Cigarettes also should have ‘Smoking is injurious
to health’ as the statutory warning on its package.

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TYPES OF LABELLING

• Brand label: It plays an important role in labelling as it gives

information about the brand. It can be removable or non-removable.

• Descriptive label: It specifies product usage.

• Grade label: It describes the aspect and features of the
product.

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EXAMPLE OF LABELING
Labelling or using a label is describing someone or something in a
word or short phrase. For example, the label "criminal" may be used
to describe someone who has broken a law. Labelling theory is a
theory in sociology which ascribes labelling of people to control and
identification of deviant behaviour.

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MY PRODUCT

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CHOCOLATES
INTRODUCTION
Chocolate is a usually sweet, brown food preparation of roasted
and ground cacao seeds that is made in the form of a liquid, paste,
or in a block, or used as a flavoring ingredient in other foods. Thereis
nothing any better than a
good piece of chocolate. Its
rich, its creamy, its smooth.
This is where we get the dif-
ferent types of milk choco-
lates, such as the great Her-
shey Kisses, or the wonderful
creamy Ice-Cube. They are
both different types of milk
chocolates. A milk chocolate is just that, cocoa, some kind of milk
fats, and sugar. The dark chocolate, on the other hand is a strong,
somewhat bitter, deep chocolate flavor, a lower amount of sugar
and milk fats, and more cocoa butter, and flavor enhancers such
asvanilla, chili peppers, orange and mint.

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CADBURY
Our story starts in 1824 when John Cadbury opened a grocer’s store
in Birmingham, England, selling coffee, tea and drinking chocolate.
Queen Victoria herself granted a Royal Warrant to CADBURY,
making it the chocolate of choice among the royal family.
The earliest CADBURY Easter Eggs were laid in 1875, but the first
cream-filled eggs we love today didn’t hatch until 1923. Competing
with internationally popular Swiss chocolate, CADBURY created the
brand’s first Milk Chocolate Bar in 1897.
The Hershey Company acquired the U.S. CADBURY license in 1988
and has been making the delicious chocolate ever since.
See the Hershey Timeline

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 BRAND ANALYSIS

Cadbury is a confectionary brand focused mainly on the

production of chocolate. They describe themselves a brand with “a
long history in Australia and a passionate commitment to making
everyone feel happy” (About Cadbury, 2018) The brand has existed
in Australia since 1881, with the first Australian factory built in 1919
(About Cadbury, 2018). Cadbury was bought by Kraft Foods
International in 2010. In 2012 the international branch of the
company was changed to Mondelez International, the current
owners of the Cadbury brand (BBC, 2012)

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PACKAGING

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LABELLING

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 CUSTOMER PREFERENCE

Consumer preference towards Cadbury and Nestle brand

chocolates can be reflected by how well the consumers can identify
the brand under various conditions and brand preference means what
are consumers’ feelings, ideas, and emotions about the brand. 1.
98.7% respondents eat chocolate. 2. 58% respondents prefer both
(Cadbury and Nestle) brand chocolates. 3. Most of the respondents
likes dairy milk chocolate in Cadbury brand. 4. Most of the
respondents likes kit kat chocolate in Nestle brand. 5. It shows that
respondents like both brand chocolates. 6. 54 respondents said
Cadbury brand chocolates price is reasonable and 40 respondents said
Nestle

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MILK
INTRODUCTION
Milk is a nutrient-rich, white liquid food produced by the mammary
glands of mammals. It is the primary source of nutrition for infant
mammals (including humans who are breastfed) before they are
able to digest other types of food. Early-lactation milk contains co-
lostrum, which carries the mother's antibodies to its young and can
reduce the risk of many diseases. It contains many other nutrients
including protein and lactose. Interspecies consumption of milk is
not uncommon, particularly
among humans, many of
whom consume the milk of
other mammals. Milk is used
to make yogurt, cheese, ice
milk, pudding, hot chocolate
and French toast . Milk is often added to dry breakfast cereal,
porridge and granola. Milk is often served in coffee and tea. Steamed
milk is used to prepare espresso-based drinks such as cafe latte.

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AL AIN MILK

Al Ain Dairy is the largest dairy

and juice producer in the UAE.
Founded in 1981, with original
stock imported from Australia,
the farm now breeds its own
over 3,000 head of milking
steers. It also has a camel farm
with more than 200 dairy ani-
mals. The UAE has 26 dairy
farms with 15,000 head of milk-
ing cattle, but the dairy industry is still in its early stages of devel-
opment and consequently the majority of dairy products used in
the country are imported. However, Al Ain Dairy is a pioneer in the
UAE dairy farm industry and has made significant investments in
dairy production technology including high-speed packaging ma-
chines, bacteria testing equipment and well-equipped laboratories.

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BRAND POPULARITY
Al Ain is mostly preferred by custom-
ers as they provide high quality prod-
ucts at reasonable price. They also of-
fer variety of products. Some of the
popular products by Al Ain are: Milk,
water, juices, laban, yoghurt etc.

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PACAKAGING

52
LABELLING

53
SHOES:
INTRODUCTION:
Shoes change over time as
technology advances and fashion
taste evolve. You won’t believe some
the of crazy styles that have been
popular throughout the world over
the centuries. While many shoes were developed for practical uses,
just as many are pure fashion! Check out the blog post
from AllThatsInteresting.com that not only teaches you the history of
shoes, but has some amazing photos of shoes over the centuries as
well.

Find out the history of your favorite shoes and create a timeline of
how they have changed over time. For example the two articles
below show the history of Vans and Nike.

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ADIDAS
Adidas AG (German: stylized in all
lowercase since 1949) is
a German athletic apparel and
footwear corporation headquartered
in Herzogenaurach, Bavaria,
Germany. It is the
largest sportswear manufacturer in Europe, and the second largest in
the world, after Nike It is the holding company for the Adidas
Group, which also owns an 8.33% stake of the football club Bayern
München and Runtastic, an Austrian fitness technology company.
Adidas's revenue for 2018 was listed at €21.915 billion. The company
was started by Adolf Dassler in his mother's house. He was joined by
his elder brother Rudolf in 1924 under the name Gebrüder Dassler
Schuhfabrik ("Dassler Brothers Shoe Factory"). Dassler assisted in
the development of spiked running shoes (spikes) for multiple athletic
events. To enhance the quality of spiked athletic footwear, he
transitioned from a previous model of heavy metal spikes to utilising
canvas and rubber. Dassler persuaded U.S. sprinter Jesse Owens to
use his handmade spikes at the 1936 Summer Olympics. In 1949,
following a breakdown in the relationship between the brothers, Adolf
created Adidas and Rudolf established Puma, which became Adidas's
business rival.
The three stripes are Adidas's identity mark, having been used on the
company's clothing and shoe designs as a marketing aid. The
branding, which Adidas bought in 1952 from Finnish sports
company Karhu Sports for the equivalent of €1,600 and two bottles of
whiskey, became so successful that Dassler described Adidas as "The
three stripes company".

55
BRAND POPULARITY
German brand adidas is one of the world’s two biggest sportswear
companies alongside Nike, but its greatest historical rival was
fraternal. Shoemaking brothers Adolf and Rudolf Dassler founded
Gebrüder Dassler Schuhfabrik in 1924 before becoming estranged
and founding their own companies, adidas and PUMA. The Brand
with the Three Stripes is not only a behemoth in sports such as
football; its Run-DMC-driven popularity in ’80s NYC helped adidas
become a lifestyle giant, too.

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 CUSTOMER PREFERENCES
PREFERENCE 1(5) 2(4) 3(3) 4(2) 5(1) TOTAL RANK

quality 13 3 17 56 36 125 V
65 12 51 112 36 276

price 14 22 54 28 7 125 I
70 88 162 56 7 383

Product range 6 16 43 48 12 125 III

30 64 129 96 12 331

Discount& 6 22 49 38 10 125 II

offer 30 88 147 76 10 351

durability 5 5 25 46 44 125 IV
25 20 75 92 44 256

The above table shows the factors that makes the respondents prefer
Adidas. From the analysis it is understood that the respondents have
given 1st rank to price, 2nd rank to discounts & offers, 3rd rank to
product range, 4th to the durability and 5th to the quality. Hence, it is
concluded that the price is the preference of the respondents.

57
CONCLUSION
Branding, Packaging and Labeling are the means of product
identification. A product should be capable of easy identification
by the buyers. Branding and packaging creates right image
among the buyers and is a basis for the whole marketing and
public relations strategy. Branding helps to create image in the
eyes of the customers. With packaging, marketers can attract
more customers. Identity is essential in competitions. Therefore,
Branding and Packaging are very important factors inthe market.

58
BIBLIOGRAPHY:
https://www.feedough.com/product-labelling/
https://www.packworld.com/design/package-
design/article/21204924/colgate-packagings-day-has-come
https://www.visualcapitalist.com/top-100-most-valuable-brands-in-
2022/
https://www.google.com/search?q=customer+preference+of+addidas
&oq=CUSTOMER+&gs_lcrp=EgZjaHJvbWUqBggAEEUYOzIGCA
AQRRg7MgYIARBFGDsy

59