MARKETING

PROJECT
BRANDING AND PACKAGING

DONE BY-
JEEMA SUSAN THOMAS
GRADE- 12G2
GEMS MILLENIUM SCHOOL,
SHARJAH
2020-2021
INDEX
TOPIC
ACKNOWLEDGMENT
BRANDIND
MAJOR REQUIREMENTS FOR GOOD BRANDIND
PRODUCT 1- TOOTHPASTE
BRAND 1- TOOTHPASTE, COLGATE
BRAND 2- TOOTHPASTE, PEPSODENT
PRODUCT-2- CHOCOLATE
BRAND 1- CHOCOLATE, FERRO ROCHER
BRAND 2- CHOCOLATE, CADBURY
PROJECT REPORT
MARKET REPORT
QUESTIONAIRE-1-TOOTHPASTE
QUESTIONAIRE-2-CHOCOLATE
RESULTS AFTER SURVEY WAS CONDUCTED
TOOTHPATE, CHOCOLATE
CONCLUSION ON BRANDING
PACKAGING
FORMS OF PACKAGING
MATERIALS OF PACKAGING
LEVELS OF PACKAGING
PRODUCT 1- TOOTHPASTE
COLGATE
PEPSODENT
PRODUCT 2- CHOCOLATE
FERRO ROCHER
CADBURY
LABEL
ROLE OF LABELING
TYPES OF LABELING
QUESTIONAIRE-1- TOOTHPASTE
QUESTIONAIRE-2- CHOCOLATE
RESULTS AFTER SURVEY WAS CONDUCTED
TOOTHPATE
CHOCOLATE
CONCLUSION ON PACKAGING AND LABELLING
CONCUSION ON BRANDIND, PACKAGING AND LABELLING
BIBLOGRAPHY
AKNOWLEDGEMENT
I would like to thank Shabana Ma’am for all her guidance
and help.
I would like to thank the central board of secondary
education for this wonderful opportunity through this
project. This project has helped a lot.
I would like to thank my school for the help.
In the end, I would like to thank my family and friends
for help and support.
Thank you very much.
BRANDING
A brand is a name, term, design, symbol, or any other
feature that identifies one seller's good or service as
distinct from those of other sellers. It is the promotion of
a product or company by means of advertising and
distinctive design.
WHY IS BRANDING IMPORTANT FOR BUSINESS??
Branding is critical to a business because of the overall
impact it makes on your company. Branding can change
how people perceive your brand, it can drive new
business image and increase brand awareness.
#Branding Gets Recognition
The most important reason branding is important to a
business is because it is how a company gets recognition
and becomes known to the consumers. The logo is the
most important element of branding, especially where
this factor is concerned, as it is essentially the face of the
company.
#Branding Increases Business Value
Branding is important when trying to generate future
business, and a strongly established brand can increase
a business value by giving the company more leverage in
the industry. This makes it a more appealing investment
opportunity because of its firmly established place in the
marketplace.
#Branding Generates New Customers
A good brand will have no trouble drumming up referral
business. Strong branding generally means there is a
positive impression of the company amongst consumers,
and they are likely to do business with you because of
the familiarity and assumed dependability of using a
name they can trust. Once a brand has been well-
established, word of mouth will be the company’s best
and most effective advertising technique.
#Improves Employee Pride And Satisfaction
When an employee works for a strongly branded
company and truly stands behind the brand, they will be
more satisfied with their job and have a higher degree of
pride in the work that they do. Working for a brand that
is reputable and help in high regard amongst the public
makes working for that company more enjoyable and
fulfilling. Having a branded office, which can often help
employees feel more satisfied and have a sense of
belonging to the company, can be achieved through
using promotional merchandise for your desktop.
#Creates Trust Within the Marketplace
A professional appearance and well-planned branding
will help the company build trust with consumers,
potential customers. People are more likely to do
business with a company that has a polished and
professional portrayal.
#Branding Supports Advertising
Advertising is another component to branding, and
advertising strategies will directly reflect the brand and
its desired portrayal. Advertising techniques such as the
use of promotional products from trusted companies
such as Outstanding Branding make it easy to create a
cohesive and appealing advertising strategy that plays
well into your branding goals.
WHAT ARE THE MAJOR REQUIREMENTS FOR A GOOD
BRANDING??
1) Target your audience
2) Outline the key qualities of your brand
3) Create the brand image and logo that is eye catching
4) Be your brand’s biggest advocate
5) Stay true to your brand
6) Understand your competitors
PRODUCT 1- TOOTHPASTE
-Toothpaste is a paste or gel dentifrice used with a
toothbrush to clean and maintain the aesthetics and
health of teeth.
-It has high level of calcium and potassium. It is usually
flavoured in mint, salt, ayurvedic and eatable flavours
like chocolate.
TARGET GROUP OF CUSTOMERS-
- Low income, middle class audiences
- All age groups
- For both male and female
BRAND 1- COLAGATE
- Colgate is an American brand principally used for oral
hygiene products such as toothpastes, toothbrushes,
mouth washes and dental floss.
-Manufactured by Colgate-Palmolive, Colgate oral
hygiene products were first sold by the company in 1873,
sixteen years after the death of the founder, William
Colgate.
-The company originally sold soap.
BRAND 2- PEPSODENT
-Pepsodent is an American brand of toothpaste with the
minty flavour derived from sassafras.
-It has been owned by Unilever since 1942, except in the
United States and Canada.
-Where since 2003, it has been owned by Church &
Dwight.
PRODUCT 2- CHOCOLATES
-Chocolate is a preparation of roasted and ground cacao
seeds that is made in the form of a liquid, paste, or in a
block, which may also be used as a flavouring ingredient
in other foods.
-a food in the form of a paste or solid block made from
roasted and ground cacao seeds, typically sweet and is
eaten as confectionery.
-Chocolate is loved and ate by all age groups. Sometimes
even given as a gift on many occasions. Chocolate
industries are highly growing in all nations.
TARGET GROUP OF CUSTOMERS-
- All incomes based on prices
- Based on ages for youth sweet chocolates and for old
people dark chocolates.
- Both male and female
BRAND 1- FERRERO ROCHER
-Ferrero Rocher is a chocolate and hazelnut
confectionery produced by the Italian chocolatier Ferrero.
- The Ferrero Rocher was introduced in 1982 in Europe.
Shortly after release, production was halted due to a
problem with label printing. Michele Ferrero, the credited
inventor, named the chocolate after a grotto in the
Roman Catholic shrine of Lourdes, Rocher de
Massabielle. Rocher comes from French and means rock
or boulder.
- Ferrero Rocher is said to be the leading and best selling
chocolate brand in the world.
BRAND 2- CADBURY
- Cadbury, formerly Cadbury's and Cadbury
Schweppes, is a British multinational confectionery
company wholly owned by Mondelez International
(originally Kraft Foods) since 2010.
- It is the second largest confectionery brand in the
world after Mars.
- Cadbury is internationally headquartered in
Uxbridge, west London, and operates in more than
50 countries worldwide.
- It is known for its Dairy Milk chocolate, the Creme
Egg and Roses selection box, and many other
confectionery products.
- One of the best-known British brands, in 2013 The
Daily Telegraph named Cadbury among Britain's
most successful exports.
PROJECT
REP ORT
MARKET REPORT
- Market research is an organized effort to gather
information about target markets and customers,
know about them, starting with who they are. It is a
very important component of business strategy and a
major factor in maintaining competitiveness.
- Market survey is the survey research and analysis of
the market for a particular product/service which
includes the investigation into customer inclinations. A
study of various customer capabilities such as
investment attributes and buying potential.
There are various methods to conduct market survey
and market report. One of the most common one is a
questionaire.
QUESTIONAIRE- A questionnaire is a research
instrument consisting of a series of questions for the
purpose of gathering information from respondents.
The questionnaire was invented by the Statistical
Society of London in 1838.
To find about the brands we have taken in this
research. Five questions were designed for each
product separately.
 QUESTIONAIRE 1
PRODUCT 1- TOOTHPASTE
This survey was conducted by me by asking questions
to family and friends.
Q1- Which toothpaste is safer to use??
(a)Colagate (b)Pepsodent
Q2- What toothpaste has a longer effect on the smell of
your mouth??
(a)Colagate (b)Pepsodent
Q3- What toothpaste has a better taste??
(a)Colagate (b)Pepsodent
Q4- Which toothpaste has a cheaper price??
(a)Colagate (b)Pepsodent
Q5- What toothpaste is more available in markets??
(a)Colagate (b)Pepsodent
 QUESTIONAIRE 2
PRODUCT 2- CHOCOLATE
This survey was conducted by me by asking questions
to family and friends.
Q1- Which brand is according to your liking??
(a)Cadbury (b)Ferrero Rocher
Q2- Which brand offers more variety??
(a)Cadbury (b)Ferrero Rocher
Q3-Which brand satisfys you the most??
(a)Cadbury (b)Ferrero Rocher
Q4-Which brand you find cheaper??
(a)Cadbury (b)Ferrero Rocher
Q5-Which brand would prefer to give as a gift to
someone??
(a)Cadbury (b)Ferrero Rocher
RESULTS AFTER
THE SURVEY WAS
CONDUCTED
TOOTHPASTE

COLAGATE PEPSODENT

As we see the pie chart that most people prefer Colgate

over Pepsodent.
People choose Colagate over Pepsodent as Colagte is
trustworthy brand that has been here and is cheaper
compared to Pepsodent. Colgate is found to be more
available in markets than Pepsodent. Pepsodent also has
less flavours and varities compared to Colgate.
People who have used both brands say that Colgate has
a more fresh and longer effect than Pepsodent.
A lot of people chose pepsodent also as, they find it to be
a simple toothpaste and helps to keep their teeth neat
and clean.
For customers to be loyal to your brand, you need to be
them the best products on the best price. They should
affordable and available.
CHOCOLATE

ferro rocher cadbury

As we see both the brands are very much loved by the

customers.
Ferro rocher is 51% and Cadbury is 49%.
A lot of people chose Ferro rocher as a perfect gift.
Cadbury has got the most varities in flovours which
Ferro rocher lacks.
Both the brands equally satisfy the their customers. They
have been here for a long time and no customer has ever
complained about their qualoity and taste.
So as we see both the brands are very good in what they
good. Their customers are well served and taken care of.
CONCLUSION
In toothpastes, Colgate has a better name and liking
compared to Pepsodent. So we can say that Colagte has
better brand image, brand loyality and it provide good
customer satisfaction and services.
In chocolates, both the bands are very much loved. They
both have good brand images, loyality and both provide
good customer servive and satisfaction.

CHART TITLE
70

51
49

30

PEPSODENT FERRO ROCHER CADBURY COLGATE

1 2 3 4
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.The primary
purpose of product packaging is to protect the product
from damage.
IMPORTANCE OF PACKAGING
#Attraction
Many companies conduct extensive research on color
schemes, designs and types of product packaging that is
the most appealing to its intended consumer.
#Promotion
Packaging also plays an important role for portraying
information about the product. Outside packaging may
contain directions on how to use the product or make the
product.
#Facilitates Purchase Decision
Packaging may also contain ingredients and nutritional
information about the product. This information can help
to sell the product because it allows potential customers
to obtain the necessary information.
#Differentiation
Packaging can also differentiate one brand of product
from another brand. Because the product packaging can
contain company names, logos and the color scheme of
the company, it helps consumers to identify the product
as it sits among the competition’s products on store
shelves.
FORMS OF PACKAGING

MILK CARTON PHONE PACKAGING

CEREAL PACKAGING

CHOCOLATE PACKAGING TOOTHPASTE

There are various materials used for packaging such as:-

CARBOARD

ALUMINIUM

PAPER

GLASS
LEVELS OF PACKAGING
There are 3 levels of packaging: Primary, Secondary and
Tertiary. Let’s check them out, shall we?
Primary Packaging
The packaging that most closely touches a product, often
referred to as “retail packaging.”
Its main goals are to protect the product and inform or
attract a customer.
What’s considered to be primary packaging depends on
the product. For example, a pop can is primary
packaging (because it’s the primary way to carry around
soda), while a corrugated box containing a camera and
its accessories is also primary packaging (because it’s the
primary way to purchase it).
Secondary Packing
The packaging used to ship products already in primary
packaging.
Its main goals are to protect products and provide
branding during shipping.
It’s also used as display packaging in retail locations
such as grocery stores.
Examples of secondary packaging include 12-packs of
soda cans, the corrugated box that a half-dozen camera
boxes ship in, and the display stand for a newly-released
Blu-Ray movie.
As you can see, primary and secondary packaging
sometimes overlap.
Secondary packaging can overlap with tertiary packaging
as well.
Tertiary Packaging
The packaging used most often by warehouses to ship
secondary packaging.
Its mail goal is to properly protect shipments during their
time in transit.
Tertiary packaging is typically not seen by consumers.
Examples include the pallets that bulk shipments are
placed on, corrugated pads used to separate layers of
boxes and stretch wrap used to secure stacks of cartons.
PRODUCT 1- TOOTHPASTE, BRAND- COLGATE
Colgate targets all age groups. Children, youth, middle
age and old age. Their main goal is to earn profit and give
quality service to the customers.
Colagte is been approved and used by medical
professionals all over the world.
For all varities od toothpaste they have different packaing
to attract their customers.
They have a very unique style of packaging.

PRIMARY PACKAGING

SECONDARY PACKAGING

TERITARY PACKAGING
PRODUCT 1- TOOTHPASTE, BRAND- PEPSODENT
Pepsodent targets all age groups. Children, youth, middle
age and old age. Their main goal is profit earning.
In their packaging they like it sometimes give toothbrush
free to attract their customers.
In their advertisements celebrities promote their
products.

PRIMARY PACKAGING

SECONDARY PACKAGING

TERTIARY PACKAGING
PROODUCT 2- CHOCOLATE BRAND-FERRO ROCHER
Ferro Rocher chocolate targets all groups. The chocolate
is available in all retail shops around the globle. Their
fancy packaging with a box and golden wrapper attracts
the customers every much.

PRIMARY PACKAGING

SECONDARY PACKAGING

TERTIARY PACKAGE
PROODUCT 2- CHOCOLATE BRAND-CADBURY
Cadbury is one of the oldest chocolate brands in the
world. Famous and loved around the globle, it targets all
age groups. Their various flavours and famous voilet
packaging makes them unique and loved by all
customers.

PRIMARY PACKAGE

SECONDARY PACKAGE

TERITARY PACKAGE
LABEL
Labelling is the display of label in a product. A label
contains information about a product on its container,
packaging, or the product itself. It also has warnings in
it. It helps the product stand out in the market, and
identifies it as a part of a particular brand.
IMPORTANCE OF LABELING IN MARKETING
Labelling is also used to exaggerate the product. Also, it
is used for identification.
Marketers use labeling to their products to bring
identification. This kind of la beling helps a viewer to
differentiate the product from the rest in the shelves of
the market. There are several used of the label for the
products in the market.
Labeling is used for packaging the product. In marketing,
a marketer can also use a sticker inedible products to
impart knowledge of the ingredients of the food items.
This helps to spread awareness among the customers
about the item they are consuming and labeling also
helps to mention ingredients.
Labelling is an important part of the marketing of a
product. Labelling is essential as it helps to grab the
attention of a customer It can be combined with
packaging and can be used by marketers to encourage
potential buyers to purchase the product.
ROLE OF LABELING
(i) Provides description of the product and specifies its
content:- The label providesdetailed information of the
products, its ingredients, usage, care to be administered,
caution, batch number, manufacturing place, helpline
number in certain cases, date ofmanufacturing and
expiry etc.
(ii) Identifies the product or brand:- Labeling enables to
identify the product amongst the multiple brands.
(iii) Aids in product grading:- If a company manufactures
different qualities of product,labeling aids in finding
which pack contains what type of quality.
(iv) Facilitates in the promotion of products:- It also helps
in sales promotion.Consumers are to drawn towards
buying products on account of their attractive labels.
(v) Helps in providing information required as per the
law:- The labels provides statutory warnings as required
by the law in case of products like cigarettes, pan
masalas. They are required to carry the picture and the
warnings too. In the case of hazardous or poisonous
products too necessary statutory warnings are to be put
on the label.
TYPES OF LABELLING
William J. Stanton classifies the labels into four:
a) Brand labels:- They are majorly meant to popularize
the brand name of the product. Cosmetics
manufacturers prefer to use this kind. E.g:- Perfumes
b) Grade labels:- They emphasize on standards or grades
used for product identification. E.g:- Tea Leaf, etc.
c) Descriptive labels:- They are descriptive in nature;
state product features and explains the various uses of
the products. The consumables items like milk, have
descriptive labels.
d) Informative labels:- The main object of these labels is
to provide maximum possible information. In case of the
medicines, detailed labels are attached which even
specify the sideeffects in using them.
 QUESTIONAIRE 1
PRODUCT 1- TOOTHPASTE
This survey was conducted by me by asking questions
to family and friends.
Q1- Which brand has a better packaging and labelling??
(a)Colgate (b)Pepsodent
Q2- Which brand’s packaging and labelling is more
attractive??
(a)Colgate (b)Pepsodent
Q3-Which brand’s packaging and labelling is more eco-
friendly??
(a)Colgate (b)Pepsodent
Q4-Which brand’s packaging and labelling do you find
cheaper??
(a)Colgate (b)Pepsodent
Q5-Which brand’s packaging and labelling is more
colourful??
(a)Colagte (b)Pepsodent
 QUESTIONAIRE 2
PRODUCT 2- CHOCOLATE
This survey was conducted by me by asking questions
to family and friends.
Q1- Which brand has a better packaging and labelling??
(a)Cadbury (b)Ferrero Rocher
Q2- Which brand’s packaging and labelling is more
attractive??
(a)Cadbury (b)Ferrero Rocher
Q3- Which brand’s packaging and labelling is more eco-
friendly??
(a)Cadbury (b)Ferrero Rocher
Q4- Which brand’s packaging and labelling do you find
cheaper??
(a)Cadbury (b)Ferrero Rocher
Q5- Which brand’s packaging and labelling is more
colourful??
(a)Cadbury (b)Ferrero Rocher
RESULTS AFTER
THE SURVEY WAS
CONDUCTED
TOOTHPASTE

COLAGATE PEPSODENT

As we see the pie chart that most people prefer Colgate

packaging and labelling over Pepsodent.
People choose Colagate over Pepsodent as Colagte is
trustworthy brand that has been here and is cheaper
compared to Pepsodent. The packaging and labelling of
colgate is found to be more attractive and colourful. It is
considered to be very child friendly.
People chose pepsodent also as, they found the
packaging and labelling simple and humble.
For customers to be loyal to your brand, you need to be
them the best products on the best price along with the
most eye-catching pacaking and labelling.
CHOCOLATE

ferro rocher cadbury

As we see both the brands are very much loved by the

customers.
As we see the packaging and labelling of the products
also comes on the same level. Both equally loved by
customers for their colourful, innovative and beautiful
packaing and labelling.
The labels are considered to be very informative to some
people who have certain allergies.
According to the survey the packaing also gives the
products a giftable look and a fesitive sense.
Both the brands have a unique packaging and labelling
of their own.
CONCLUSION
In toothpastes, Colgate has a better reputation for it’s
packaging compared to Pepsodent. So we can say that
Colagte has a better packaging and it provides good
customer satisfaction and service.
In chocolates, both the bands are very much loved. Their
packaing are famous and loved by customers.

CHART TITLE
70

51
49

30

PEPSODENT FERRO ROCHER CADBURY COLGATE

1 2 3 4
CONCLUSION ON PACKAGING AND BRANDIND AND
LABELLING
From this project, I have completely understood the
importance of packaging, branding, and labelling in the
marketing mix. Branding is important in making a
market place for the product. Packaging for the storing
and hygiene of the product. Labelling for the
informational value of products. This decisions have a
great importanc in the marketing concept. The consumer
satifaction is highly based on the outcome of these three
decisions. The stronger packaging, branding, and
labelling, the more chances of high profits and success in
the market.
BIBLOGRAPHY

https://en.wikipedia.org/wiki/Ferrero_Rocher
https://en.wikipedia.org/wiki/Cadbury
https://en.wikipedia.org/wiki/Pepsodent
https://en.wikipedia.org/wiki/Colgate_(toothpaste)
https://movingtargets.com/blog/business-marketing/
https://www.business2community.com/
https://www.businessmanagementideas.com/
https://www.yourarticlelibrary.com/