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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.