UNIT-3

Product Decisions and

New Product
Development
Product Decisions and New Product
Development
Product Decisions: Concept and classification; Levels of Product.
Designing value: Product- mix, Branding- types, significance, and
qualities of good brand name; Packaging and Labelling- types and
functions; Product support services.
New Product Development: New product development process;
Product life cycle – concept and marketing strategies.
 Meaning of Product
➢ A product is anything a purchaser gets in exchange for his money.
➢ In Marketing concept philosophy, a product is viewed as a bundle of
satisfaction that accrue to its buyer either from possession or use.
➢ A product may be defined as a bundle of utilities consisting of various
product features and accompanying services.
➢ What a buyer buys is a mixture of expected physical and psychological
satisfaction.
➢ The term “Product” does not mean only the physical product but the
total product including brand, package, label, status of manufacturer
and distributor and services offered to the customer.
➢ The term “Product” is inclusive.
 Definition of Product
❖ Acc. To Philip Kotler “A product is anything that can be offered to a
market for attention, acquisition, use or consumption that might satisfy a
need or a want”.
S.N. Product Example
1. Physical Products Pen, Laptop, Soap, Shirt
2. Services Dry Cleaning, Tailoring, Car Repair
3. Person Film Stars, Politicians, Sport Stars
4. Organization WHO, UNICEF
5. Ideas No Smoking, Financial Planning, Cancer
Prevention
6. Experience Visit to Historical Monument
 Levels of a Product
❖ Acc. to Philip Kotler a product has Three levels or dimensions
(i) Core Product
❖ It covers the physical attributes-tangible and intangible
❖ Fundamental dimension which represents a bundle of benefits to its
prospective buyer.
❖ Attributes consist of material, quality, weight, design or shape, size,
color, style, smell, package, brand name, label etc. Services like auto
repair, bus travelling, electricity supply, management consultancy, legal
advice etc.
❖ The basic job of a marketer is to sell the core benefits to satisfy some
specific needs of the buyers.
Augmented Product

❖ Broder Conception including the various benefits and services that

accompany the core product. It is the totality of benefits that a person
receives in buying a product.
❖ With TV set comes warranty, home delivery, free installation and
maintenance, instruction for use etc.
❖ Negligence of this dimension may result in failure of the product or loss
of such opportunities.
Symbolic Product

❖ It is the product as the customer perceives it.

❖It is the psychological feeling or expectation of customer about the product
which influence his decision to buy.
❖To the customer a product is actually a symbol or a meaning.
❖ For e.g. A customer buys a TV set not as a box of components but as an
instrument of entertainment, pleasure and status.
 Product Attributes
❖ A number of attributes and features are added into a product to differentiate it
from its competitors. These attributes include a variety of additional features,
quality finishing, design, branding, packaging, customer services etc.
(i) Product Quality: It refers to the ability of the particular product item to
perform its intended functions, and as such , it summarizes factors such as
durability, reliability, precision, performance and ease of operation.
(ii) Product Features: It qualify as an important source of product differentiation.
Unique features help in product differentiation with respect to those of
competitors.
(iii) Product Design: Designing indicates its usefulness and make it attractive. A
product can be distinguished because of its unique style or design which helps
to create a distinct “personality” of the product.
 Importance of Product
➢ Product is the starting point of all marketing activities.
➢ All marketing efforts begin with the product and end with the
product.
➢ Product is the most tangible and important component of the
marketing program.
➢People do not buy a product, they buy benefits.
➢ Product is the company’s main link with the consumers.
➢ Through product customer get satisfied and profit maximization
can be achieved.
Product Classification
➢ It is very much important to classify the products in different categories because
different types of products require different marketing approach and marketing mix.
➢ Products can be classified into
(a) Consumer Products: Meant for use or consumption by the ultimate consumers.
For e.g. bread, butter, cosmetics, TV etc.
(b) Industrial Products: Meant for the use in the commercial production of other
goods or in connection with carrying out some business activities. For e.g. Machine
tool, iron ore or any other raw materials etc.
The distinction between consumer and industrial goods is necessary in order to
understand the behaviours of their purchasers.
 Consumer Products Classification
A. Tangibility:
A.1 Tangible Products: Product is capable of being touched, seen and making its presence felt. For e.g.
fridge, bike etc.
A.2 Intangible Products (or Services): Can’t be touched, seen but can be felt. For e.g. services of teachers,
doctors, banks etc.

B. Durability:
B.1 Durable Products: Products that remain in use months after months and years after years. They are
mostly sold through personal selling with high margins at specialty shops.
B.2 Non-durable Products: Tangible goods purchased very frequently by the customer. Fr e.g. food items
and toiletries. These can be made available for mass consumption at most of the shops with small margin,
needing heavy advertisement.
B.3 Services: These include the activities or benefits that provide satisfaction to the customers. The activities
are the physique clubs and fitness centers, the benefits are repair works, and the satisfaction through eating at
restaurant or attending a coaching course.
The services are normally intangible, perishable and are inseparable from the place (restaurant) or the
performer (teacher, artist etc. )
Services can not be stored for the future.
 On the Basis of Shopping Efforts by Buyers
S. Basis Convenience Shopping Specialty Unsought
N.

1. Customer Frequent purchase, little Less frequent purchase, Strong brand preference Little product awareness,
Buying Behavior planning, little much planning and and loyalty, special knowledge
comparison or shopping shopping efforts, purchase effort, little
effort, low customer comparison of brand on comparison of brands,
involvement price, quality, style etc. low price sensitivity
2. Price Low High High Varies

3. Distribution Widespread and Selective distribution in Exclusive distribution Varies

convenient locations fewer outlets

4. Promotion Mass Promotion by Advertising and personal More carful targeted Aggressive advertising and
Producers selling promotion personal selling

5. Example Toothpaste, cold drink, Electronic appliances, Luxury goods Life Insurance and wellness
salt etc. furniture, clothing etc. products
 Industrial or Producer Products: Nature and Types
Industrial goods are those which are meant for use in making other products or for
rendering services in the operation of a business organization.
Features
a. Limited number of Buyers
b. Derived Demand
c. Technical Consideration
d. Short Channels
e. Geographic Concentration
Industrial Goods may be classified on the basis of Use
a. Raw Materials: Divided into natural products – minerals and products of
the forests and the seas; agricultural products – Wheat, Cotton, tobacco,
fruits, livestock etc. and animal products – eggs and raw milk
b. Fabricating Materials and Parts: Partial or complete items which become
part of the final products. E.g. yarn being woven into cloth, leather being
shaped into shoes and flour becoming a part of cake or bread.
c. Installation: These are long-life and expensive major equipment's of an
industrial user. These are necessary for further production of goods, but they
do not form part of those products, e.g. heavy machinery, trucks, factory
sites and production lines.
Classification of Industrial Goods
d. Accessory Equipment: Accessory equipment includes industrial goods
which are usually less expensive and have shorter life than installation. e.g.
portable drills, hand tools, fork lift trucks etc.
e. Operating Supplies: These are short lived and low priced items usually
purchased with a minimum of effort. They are the “convenience goods” of
industries. Operating supplies do not become a part of the finished products. E.g.
floor wax, lubricating oils, heating fuel and office stationary etc.
 Product Mix Dimensions
✓ Product mix refers to all products and items that a particular firm offers for sale to
buyers. It involves planning, developing and producing the right type of products
and services for the customers. It deals with product range, durability and other
qualities. Apart from producing the right product, emphasis should also be laid on its
proper branding, packaging, color and other product features.
✓Product planning and development involves decision about: (i) Quality of the
product (ii) Size of the product (iii) Design of the product (iv) Volume of production
(v) Packaging (vi) Branding (vii) Warranty and after sale services (viii) Product
testing (ix) Product range.
✓ Product mix is of great importance to cater to the requirements of different kinds of
customers.
Concept of Product Mix
A. Product Item: It means a specific version of a product that has a separate
designation in the seller’s list. It refers to specific model, brand or size of a
product that a company sells.
B. Product Line: Product line refers to a group of products that are closely
related because they satisfy a class of needs, are used together, are sold to
the same customer groups, are marketed through similar channels. For
example: Voltas , Samsung etc.
C. Product Mix Length : It refers to the number of product variants (items)
available in a company’s product line.
 Product Mix
Product Mix Width and Depth : The width of the product mix of a firm is
determined by the number of different product lines offered by a firm. It is a measure
of diversification of the activities of the firm.
Product Mix Consistency: This refers to closeness between the product lines
contained in the product mix. The relationship may be in terms of consumer group,
distribution system, needs satisfied or production.
Factors Influencing Product Mix
1. Change in Market Demand
a. Change in Population
b. Change in consumer’s income
c. Change in consumer’s behaviours
2. Marketing Influences
3. Production Efficiencies
4. Financial Influences
5. Use of waste Materials or Recycling
6. Competitor’s Strategy
7. Profitability
Product Mix Decision and Strategies
➢ Product mix decisions include adding a new or eliminating any existing product from product
mix, adding a new product line, lengthening any existing line, or bringing new variant of a
brand to expand the business and to increase profitability.
➢ small companies usually start with a product mix limited in width, depth and length and have a
high level of consistency. But they gradually add new items and product lines, lengthen each
product line, add more variants of certain items, deepen the product mix.
1. Product Mix Expansion: Product mix extension takes place when a company adds a new
product line. The new product line may or may not be related to existing product line. For
example, ITC, its product line such as Food, Tourism & Travel, Education and Stationery.
2. Contracting or Dropping a Product: This is rather more difficult because much capital has
already been invested in its production facilities. Products are allowed to linger on for long
until they incur marginal losses. It involves either the elimination of a product/product line or
simplification/rationalization of the assortments within a line.
3. Alteration of the Existing Product: Alteration may be made either in the design, size, color,
texture, flavor, packaging, raw materials and the advertisement. It can be helpful for the
company if product is likely to reach at the maturity stage in the near future.
Product Mix Decision and Strategies
4. Development of New Uses for Existing Products:
5. Quality Variations: Under certain situations, a company my take up different
qualities of a product to increase its market base by attracting customers with
different purchasing power. Quality variations can be undertaken by trading Up and
trading down.
➢ Trading up refers to the adding of higher prices prestige products to the existing line
with the intention of increasing sales of the existing low priced products. Under
trading up, the seller continues to depend upon the older, low priced products for the
major portion of the sales. But he may shift the promotional emphasis to the new
product to push up it sales.
➢ Trading down refers to the adding of the low priced items to its line of prestige
product, with the expectation that the people who cannot buy the original product
may buy the new one.
Branding
➢ The American Marketing Association has defined a brand as “a name, term,
symbol or design or a combination of them, which is intended to identify the
goods of one seller or groups of seller and to differentiate them from those of
competitors”.
➢ Branding is the process of stamping a product with some identifying name or
mark or a combination of both.
➢ It means giving a distinct individuality to a product.
➢ Brand Name and Brand Mark: A brand name consists of words, letters and/or
number which may be vocalized. A brand mark is that part of the brand which
appears in the form of a symbol, design, or distinctive coloring or lettering. It is
recognized by sight.
➢ Business firms generally use three types of Branding:
(i) Symbols and marks for e.g. Rath Vanaspati and Taj Mahal Tea
(ii) Special names for e.g. Lux Soap, Parker Pen
(iii)Names of the Products and Manufacturer for e.g. Sony TV, Apple Laptop,
Trade Mark
➢ “Trade Mark” is a legal term. It refers to a brand which is registered with the
Government under the Trade Mark Act, 1999. Only those brands names or
marks which are registered with the Government are known as Trade mark.
➢ For e.g.
➢ Mercedes

➢ Pepsi

➢ Nike
Trade Mark
➢ Acc. to AMA a trademark is a brand or part of a brand that is given legal
protection- it protects the seller’s exclusive rights to use the brand name or brand
mark.
➢ “Brand Name” is that part of a brand which can be vocalized –the utter able part
like AMUL, TATA, AIRTEL, DABUR, HERO, GODREJ etc.
➢ “Brand Mark” is that part of brand which can be recognized, but is not utter able,
such as symbol, design, or distinctive coloring or lettering as logo of Philips, Suzuki,
Godrej etc.
➢ Brands are at the very heart of a business and advertising.
➢ A brand is a living thing. It either grows and adapts to a changing world, or it dies.
The essence of every band is its uniqueness, some special inimitable quality which
creates and wins, then establishes and maintains buyer preference.
Functions of Branding
Branding is the powerful instrument of promotion which performs the following
functions:
➢ Distinctive Personality: A brand name creates a distinctive impression among the
customers. For e.g. Cinthol, Dettol, Dove, Lux
➢ Publicity: A brand name enables its holder to advertise his product without any
difficulty.
➢ Protection of Goods: Packed in suitable containers which provides protection to
the goods against heat and moisture or from so many other things.
➢ Consumer Protection: Branding protects the interests of the consumers because
retailers can not charge more than the printed prices.
➢ Wide Market:
➢ Customer Loyalty: Branding ensures better quality at competitive prices. Branded
products available in all parts of the country at uniform prices.
Advantages of Branding to Marketers
➢ Distinctiveness or Product Differentiation
➢ Market Segmentation: It helps in market segmentation on the basis of benefit
sought and provided to the customer.
➢ Promotion and Advertising
➢ Wide Market
➢ Customer Loyalty
➢ Protection against Imitation
➢ Control over Prices
➢ Check on Adulteration
Advantages of Branding to Customers
➢ Product Identification: If a person is satisfied with a particular brand or a
product, say Taj Mahal Tea and Lux beauty soaps. They need not to take a
close inspection every time he has to buy a product.
➢ Ensures Quality
➢ Easy Shopping
➢ Psychological Satisfaction: Consumer buying differentiated brands feel
satisfied not only with the physical product or service, but also psychological.
➢ Status Symbol
➢ Uniform Price
➢ Packaging
Limitation of Branding
➢ Brand development costs money, and so product prices tend to move up.
➢Unscrupulous manufacturers may reduce quality of the product and still charge the same
price. Thus, brand names may not always assure consistent quality.
➢ It is not easy to build up brand reputation and loyalty.
➢Brand loyalty discourages the consumers from trying out other new brands which may
give them larger utility and satisfaction.
➢ It leads to some kind of monopoly known as “Brand Monopoly”.
➢ Consumers may get confused while selecting a particular product out of numerous
brands in the market place.
Brand Name Strategies
What name should be put on its product by a firm? There are several alternatives as
discussed below:
(i) Individual Brand Name: The manufacturers may give different names to each of its
products. For e.g. HUL has the policy of giving individual names to each of its
products- lifebuoy, lux, Surf, Vim etc.
(ii) Blanket Family Name: The brand is used by the firm for all the products it offers,
thus overcoming the need for name research or heavy expenditure on brand building.
For e.g. Himalaya and Sony
(iii) Separate Family Name: Here branding is carried out to substantially reduce the cost
of advertising. For e.g. Reliance uses Vimal for sarees and suiting, legacy for ready-
mades and Harmony for curtains etc. Each family name is limits to a particular
product line.
(iv)Company Trade name combined with Individual Product Name: This policy may
be used by a company to popularize own name and to individualize the product. The
house of TATA using Tata Salt, Tata Tea, Tata Steel, Tata Safari and so on.
 Qualities of a Good Brand Name
➢ The brand name should be easy to pronounce, spell and remember. It should be short
also. For e.g. Amul, Airtel, Natraj, Titan etc.
➢ If possible, the brand name should suggest something about the product’s benefits, uses,
purpose, quality and performance. For e.g. “Ujala” suggest brightness, “Hajmola”
suggest digestive properties and Sun silk suggests hair shine like Sun and softness of
Silk.
➢ The brand mark or design should be attractive to the eyes such as Amul, Natraj, Dairy
Milk.
➢ The brand design should be unique or distinctive. It should be clearly identifiable even
in the crowded market place. For instance, Dabur, Godrej, ITC, Perk, Amul, Thums
Up etc.
➢ The brand name should appropriate and suitable to the product as for instance, Hero for
bikes, Maruti Suzuki for cars, Boost for health drink etc.
➢ The brand should have a stable life, its life should not be affected by the changes in
fashion or style. Amul, Philips, Bournvita, Vicks, Surf and Airtel.
Brand Loyalty
➢ Brand loyalty simply means commitment to a particular brand. It refers to the
loyalty of a buyer towards a particular brand. In other words, it is the strong
attachment of a buyer towards a particular brand. For example, if a customer has a
brand loyalty towards “Pears”, he will buy and use only that soap.
➢ There are three levels of Brand Loyalty:
a. Brand Awareness: People are familiar with the product and they are likely to buy
it because they recognize it.
b. Brand Preference: People adopt the product, they habitually but it if it is available.
c. Brand Insistence: Stage at which people will accept no substitute.
 Brand Equity

➢ Brands can be treated as assets along with physical assets like building equipment
etc. All brands have value just like physical assets have. Many companies recognize
that the brands they own may be more valuable than even their physical asset.
➢ Thus brand equity may be defined as the power and value that a brand adds to a
product. Brands vary in the amount of power and value which they have in the
market place.
➢A brand with strong brand equity is a valuable asset. A powerful brand has high brand
equity. Brands have high brand equity to the extent that they have higher brand
loyalty, name awareness, perceived quality and other assets such as patent and
trademarks.
➢Brand equity includes five components: brand loyalty, brand awareness, perceived
quality, brand association and other brand such as patents.
 Brand Development
➢ There are four options while developing brands.
a. Line Extensions: It mean extending the existing brand names to new forms, sizes
and flavors of an existing product category.
b. Brand Extensions: It refers to extending existing brand names to new product
categories.
c. Multi Brands: It imply introduction of new brand names in the same product
category.
d. New Brand : It means using new brand names in new product categories.

Product Category

Existing New

Brand Existing Line Brand

Name Extension Extension
New Multi New
Brand Brand
Branding Decision
Brand Sponsor Decision
a. Manufacturer’s Brands: A brand initiated by and named after a manufacturer is
called a manufacturer’s brand. Since the brand carries the name of the
manufacturer, its aim is to assure quality, build the company’s and brand’s image
and encourage brand loyalty. For e.g. Voltas, Tanishq, Amul, Godrej etc. are
manufacturer’s brands.
b. Private Brands: A brand developed and owned by resellers, like wholesalers or
retailers is known as private brand. Wholesalers and retailers use private brands to
develop more efficient promotion to build store image and generate higher gross
margins. For e.g. Shoppers’ Stop and Big Apple.
c. Licensed Brands: A brand that involve licensing of trademark is called a license
brand. After entering into a licensing agreement, a company allows approved
manufacturers to use its trademark for a mutually agreed license fee and royalty on
sales. For e.g. Calvin Klein, Gucci and Armani etc.
Brand Sponsor Decision
➢ Co- Branding: Under this arrangement, two or more brands are used together to
promote a product. For instance, Jet Airways and Citi Bank joined forces to create
JetCiti Travel Card.
➢ Brand Strategy Decision: Should be new brand each time, as followed by HUL &
P and G? Should it be brand extension? Should it be Line Extension?
➢ Brand Repositioning Decisions: A competitor may launch a new brand close to
the one carried by a particular company. Fir e. Initially Balm and then Vicks
Vaporub.
 Packaging
➢ Meaning: Package means a case, container, wrapper or other receptacle for
packaging goods. It can be made of metals, plastic, wood, paper, glass, laminates,
polyester etc.
➢ Thus, properly designed package would enhance the value of the product contained
in it.
➢ Packaging involves designing and producing of container or wrapper for a product in
order to prepare the goods for transport, sale and usage. There are two parts of this
definition:
a. Physical transportation and sale for ultimate usage of the product.
b. The science and technology as well as art part of the package. The science and
technology refers to functional part of the product.
For example, Dettol
Difference between Packing and Packaging

➢ Packing: It is the process of covering the goods with a wrapper (or some
other material) or putting the goods in some container. It is done for
convenient delivery of the product to the customers.
➢Packaging: It is a broad process which involves designing and producing the
container or wrapper for a product. Packaging is a part of product planning
intended to satisfy the needs of customers.
 Levels of Packaging
There are three types of packaging:
(i) Primary Package: It refers to the immediate container or package of a product. It
remains with the product until it is used. For e.g. toothpaste tube, shaving gel, match box
etc. Similarly a bottle containing medicine is a primary package. Primary Packaging is
essential to hold the core product.
(ii) Secondary Package: It is additional package which gives additional protection to the
product. Consumers throw away the secondary package when they start using the
product.
(iii) Shipping or Transport Package: The shipping package is the bulk packaging
necessary to store, identify and ship the product. In other words, shipping package holds
secondary package for storing and shipments. Such packaging gives protection to goods,
and facilitate their transportation.
 Significance of Packaging
➢ It gives protection to goods on its route from manufacturer to consumer.
➢ Packaged goods are generally more convenient to handle. Packaging also gives
individuality or uniqueness to a product.
➢ An innovative packaging can attract customer’s attention to tell them product
features and usage etc.
➢ Packaging facilitates the sale of a product. It acts as a silent salesman of the
manufacturer, particularly at a place where there is widespread use of self-service,
automatic vending etc.
➢ Package are duly sealed to ensure products of right quality of the consumers.
➢ Packaging can also be used for giving concise information about the benefits and
uses of the product.
Functions of Packaging
1. Protection of Product: To protect the product from:
a. Breakage or damage due to mishandling.
b. Extremes of temperature mentioned on the package
c. Contamination with external elements such as dirt or chemical elements. E.g.
Sunflower oil comes in sealed packs so that no external object may disturb the
purity of the oil.
d. Absorption of moisture or odor of foreign elements. For e.g. Drugs packed in
sealed bottles.
e. Loss of liquid or vapor. For e.g. petrol is packed in air tight containers
f. Pilferage. For e.g. Packing and deli every of Coca-Cola bottle.
Functions of Packaging
2. Appeal to Customer: Package is an important marketing tool particularly for
consumer products such as cosmetics, chocolates, toffees and gift article.
3. Perform Functionally: The science and technology part of the package refers to a
package performing functions. For e.g. Hand wash, Dettol packages.
4. Convenience: Convenient to stock, display, not waste self-space, retains its looks
during self display and it easy to dispose-off.
5. Cost effective: A package costs the manufacturer. For e.g. It is reported that
package in the cosmetic industry has 20% to 30% and in chocolates 5% to 10% share
in the final price of the consumer.
6. Easy Handling: Packaged goods are very easy to handle. For e.g. “Glass Handle
with Care”.
7. Preventing Adulteration: Packaging also necessary to prevent adulteration of
goods by the unscrupulous traders. For instance, Ghee, Oil, Cheese etc. need sealed
packaging to prevent any possible adulteration.
Functions of Packaging
8. Publicity to Product: Packaging gives individuality to the product and this
acts as a device of publicity. Manufacturers choose attractive packages so that
the users are able to remember and identify their products. It beautifies the
product so as to attract the customers.
Packaging Decision
Kinds or methods of packaging will depend largely upon the nature of the
contents in terms of their value, physical composition and durability. The
length of the distribution channel, the amount of handling which the
container will receive, and variation in climatic conditions which may be
encountered between the point of manufacture and sales are also to be taken
into account.
a. Family Packaging: When the product of a particular manufacturer is
packaged in an identical manner, it is known as family packaging. The
size, shape, color, etc. of the packages will be similar for all his
products. In such cases, packaging methods, materials used for
packaging, the appearance etc. will be one and the same for all products
of the firm
b. Re-Use Packaging: Package that could be used for some other purpose
after the packed goods. For e.g. packaging of vegetable oils and
wellness drink.
c. Multiple Packaging: It is the practice of placing several units in one
container. For e.g. Liquor industry
Requisite of a Good Package
1. Suitability
2. Protective
3. Requirements of Consumers
4. Packaging Material
5. Cost
6. Attractive Value
7. Size and Shape
8. Durability
Ethical Aspects of Packaging
1. Wastage of Natural Resources
2. Health Hazards
3. Problem of Disposal of Used Package
4. Expensive Packaging
5. Deceptive Packaging
Labeling
Meaning of Labeling: A label is that part of a product which contains information
about the producer, brand, grade, ingredients, manufacturing date, expiry date,
instructions for use, maximum retail price etc.
➢ It could be an information tag, wrapper, or imprinted information on the product
package. Labels serve to capture the attention of shoppers and also provide useful
information regarding the product.
➢ In several cases like food products and pharmaceuticals, labels also serve to meet the
legal requirements.
➢ Many product label contains a Universal Product Code (UPC) helps in identifying a
product, and provides pricing and inventory information to the seller.
➢ Packaging, branding and labeling go together and constitute an integral part of
product planning and development.
➢ The purpose of labeling is to give the consumer information about the product he is
buying and what it will do for him.
Types of Labels
William J. Stanton classified labels into four categories:
a. Brand Labels: Such labels are exclusively meant for popularizing the brand name of
the product. For e.g. Cosmetic manufacturers
b. Grade Labels: Such labels give emphasis to standards or grades. This is used as an
indirect method of product identification. For e.g. cloth, leaf tea, dust tea
c. Descriptive Labels: In addition to the features of product, they explain the various
uses of the product. For e.g. Milk Products
d. Informative Labels: Provide maximum possible information. These may contain
the product characteristics and in addition the method of using it properly. For e.g..
Medicines.
Essential Information on Labels
A good label is one which helps a potential buyer to make his decision by
providing relevant and correct information.
➢ Picture of the product, accurate details as to size, color and appearance
➢ Description of raw products used along with methods of processing
➢ Direction for use, including cautions against misuse.
➢ Possible adverse effects
➢ Brand Name
➢ Dates of manufacture and expiry
➢ Statutory Warning
Functions and Advantages of Labeling
➢ It gives unique identity to the product.
➢ Manufacturers can give brief instructions to the traders and consumers regarding
handling of the product
➢ Highlight the price of the product.
➢ Act as promotional tool by highlighting the special features of the product.
➢ Labeling is used by the manufacturers to seal the packages to ensure that the
consumer get the genuine product
➢ It tells about the grading of the product
➢ Important to follow the legal guidelines
Standardization and Quality Marks
ISI Mark: Popularized in India after the setting up of Bureau of Indian Standards (BIS)
in the year 1986. The mark symbolizes the use of a standard quality control in the
production of the concerned products. The standard mark has been developed for about
1250 products including agricultural implements, baby foods, electronics, food stuff,
drugs, cosmetics, utensils, textiles, furniture, sport goods, pain, carpets and detergents.
Eco Labels: Environmental awareness among the consumers is increasing because of
which they prefer environment friendly products. In many countries ‘eco-label’ is
awarded on the basis of a product’s environment friendliness.
FPO Mark: The FPO (Food Processing Order) mark is issued as per the
rules framed under the Prevention of Food Adulteration Act, 1954. The
mark is used on food products including jam, jellies, Masala, Chutneys,
Pickles, Sauce and Squashes.

AGMARK: This mark is issued by authorities constituted under the

Agricultural Produce (Grading and Marketing) Act, 1937. Manufacturers
use the AGMARK for products that are used for edible agriculture
products, including mustard Oil, ghee, butter, eggs, fruits, vegetables,
pulses, chilies, jaggery and spices.
Eco Mark: This scheme has been evolved by the Ministry of Environment
under the Water (Prevention and Control of Pollution) Act, 1974, and the
Air (Prevention and Control of Pollution) Act, 1981.
The necessary license is issued by BIS. The products covered by the
scheme include: toilet soaps, food products, paper and detergent. The
manufacturers are required to display a list of critical ingredients, with their
weights in percentage.
Grading
➢ Grading is of great help to the producers or manufacturers. It enables them to get
higher price for higher grades of products. Grading also helps in directing the goods
of different qualities towards the markets suited to them.
➢ Ungraded goods fetch a lower price. Grading is very popular in case of agricultural
products like wheat, rice, apple and mango. When goods are standardized and
graded, sale by sample and description is facilitated.
➢ Grading creates a good impression in the minds of the customers because goods
are presumed to be of uniform quality.
➢The consumers like to buy graded products because they feel that they are being
charged according to the quality of the product.
➢Grading facilitates trading of goods in the commodity exchange. Since standardized
and graded goods enjoy a ready market, they rightly accepted as a collateral
security for granting loans.
Product Support Service
➢ Once the product has crossed the seller, it is the buyer who uses the physical product.
It is possible that the physical product does not perform as expected because of some
mechanical, technical or other defect. For e.g. HP Hewlett-Packard (HP), companies
dealing with electronic appliances.
➢ The importance of product support or after sale service arises from the fact that it is an
important part of the augmented products. With the similarity of products of different
companies, product support service can provide a cutting edge to the producer of
product.
➢ Product support services include repairs, spare parts and smooth maintenance of the
product after the product has been sold and is being used by the customer. Such
services are necessary in case of durable products e.g. refrigerator, television, washing
machine, air-conditioner, car, computer etc.
Purpose of Product Support Service
➢ Warranty
➢ Repairs
➢ Service Warranty Extension
➢ Consumer Dissonance and Control
➢ Favorable Net Benefit
➢ Satisfying Customer and Help Adopting the Marketing Concept
Modes of Product Support Services
➢ Depute Qualified staff for support services
➢ Maintenance of product during the Warranty Period
➢ Annual Maintenance Contract
➢ Service station Network
Table of contents

01 02 03
Ethical problems in Anti-competitive Delivery
market research practices channels
Describe the topic Describe the topic Describe the topic
of the section here of the section here of the section here

04 05 06
Deceptive marketing Ethics in advertising Pricing
policies and ethics and promotion ethics
Describe the topic Describe the topic Describe the topic
of the section here of the section here of the section here
Table of contents
01 02
Ethical problems in Anti-competitive
market research practices
Describe the topic of Describe the topic of
the section here the section here

03 04
Alternative delivery Deceptive
channels marketing policies
Describe the topic of Describe the topic of
the section here the section here
Whoa!
This can be the part of the
presentation where you introduce
yourself, write your email…
 “This is a quote. Words full
of wisdom that someone
important said and can make
the reader get inspired.”
—Someone Famous
 01
Ethical problems in
market research
You can enter a subtitle here if
you need it
Emerging ethical problems
in market research
Do you know what helps you make your point
clear? Lists like this one:

● They’re simple
● You can organize your ideas clearly
● You’ll never forget to buy milk!

And the most important thing: the audience won’t

miss the point of your presentation
 Swot analysis

Strengths Weaknesses
Saturn is composed of Despite being red, Mars
hydrogen and helium. S W is a very cold place full
It’s also a gas giant of oxide dust

Opportunities Threats
Neptune is the farthest Venus has a beautiful
planet from the Sun. It’s O T name but it’s very hot,
cold there hotter than Mercury
You can use three columns,
why not?

Mars Jupiter Saturn

Despite being red, It’s a gas giant and Saturn is a gas giant
Mars is a cold place the biggest planet and has rings
 Principal ethical problems in
market research

Mercury Neptune
It’s the closest planet to It’s the farthest planet
the Sun and the smallest from the Sun. It's an ice
Venus
one in the Solar System giant so it’s cold there
Venus has a beautiful
name and is the second
planet from the Sun
 Maybe you need to
divide the content

Mercury Venus
Mercury is the Venus has a
smallest planet in beautiful name, but
the Solar System it’s terribly hot
 Differences between
unethical practices

Mercury Venus
Mercury is the closest planet to Venus has a beautiful name
the Sun and the smallest one in and is the second planet from
the Solar System—it’s only a bit the Sun. It’s hot and has a
larger than the Moon poisonous atmosphere
A picture always
reinforces
the concept
Images reveal large amounts
of data, so remember: use an
image instead of long texts
A picture is worth a
thousand words
Awesome
words
 Ethics in advertising and promotion

2.5% Regulatory 2.5% Common

issues good

30% Government 30% Business

Despite being red, Saturn is a gas giant
Mars is a cold place and has several rings

2.5% Political & 2.5% Ethical

legislative issues issues
30% Social sector
Mercury is the
smallest planet
 Ethics in advertising and promotion

Mercury Neptune
Mercury is the closest Neptune is the farthest
planet to the Sun and planet from the Sun. It’s
the smallest one really cold there

Mars Earth
Despite being red, Mars It’s the third planet from
is a cold place full of the Sun and the only
iron oxide dust one that harbors life
 Advertising do’s
and don'ts

Do Do not
● Mercury is the closest planet to the ● Despite being red, Mars is actually a
Sun and the smallest one very cold place
● Venus has a beautiful name and is the ● Saturn is a gas giant. It’s composed
second planet from the Sun mostly of hydrogen and helium
● Earth is where we all live and the third ● Neptune is the farthest planet from
planet from the Sun the Sun. It’s really cold there
 Advertising do’s and don'ts

Do Do not

Despite being red, Mars is actually a Earth is where we all live and the third
Mars cold place planet from the Sun

Jupiter is the biggest planet in the Neptune is the farthest planet from the
Jupiter entire Solar System Sun. It’s really cold there

Mercury is the closest planet to the Sun Saturn is a gas giant. It’s composed
Mercury and the smallest one of them all mostly of hydrogen and helium
Use a graph to show your data

Mars
60% Despite being red, Mars
is a cold place, not hot

Saturn
10% Saturn is a gas giant
and has several rings

Jupiter
30% It’s the biggest planet
in the Solar System
If you want to modify this graph, click on it,
follow the link, change the data and replace it
 Ethical dilemma in bar charts

Saturn
Saturn is a gas giant
and has rings

Jupiter
It’s the biggest planet
in the Solar System

Follow the link in the graph to modify its data and then paste the new one here. For more info, click here
Ethics dilemma grid

All or Ø
High risk Very high risk

Personal
Low risk High risk
benefit

Very low risk Low risk

No effect
External
Incidental Intense
pressure
 Ethics in competitors

Jupiter Mercury Venus Mars

Truthfulness

Responsability

Sincerity
Ethical marketing implementation steps

Mercury is the Despite being red,

closest planet to Step 2 Mars is a cold Step 4
the Sun place, not hot

Jupiter is a gas Neptune is the

Step 1 giant and the Step 3 farthest planet
biggest planet from the Sun
 Ethical marketing implementation steps

Step 5
Step 4
Step 3
Step 2
Step 1

Despite being red, Jupiter is the Saturn is a gas Neptune is the Venus is the
Mars is actually a biggest planet of giant and has farthest planet second planet
cold place them all several rings from the Sun from the Sun
Model of ethical decision-making

Individual factors
● Knowledge
● Values
● Attitudes
● Intentions

Evaluation of
Social and cultural Ethical issue or Individual decision
Behavior behavior as ethical
environment dilemma making
or unethical

Organizational factors
● Significant others
● Opportunities
Model of ethical decision-making
Venus has a Mars is actually Ceres is in an Earth is where
beautiful name a cold place asteroid belt we all live

Venus Mars Ceres Earth

Jupiter Neptune Saturn

Jupiter is the Neptune is far Saturn is a gas
biggest planet away from us giant with rings

Mercury
Mercury is the
smallest planet
Pyramidal model of marketing ethics
Mercury is the smallest
Mercury planet in the Solar System

Despite being red, Mars is

Mars actually a cold place

Jupiter is a gas giant and the

Jupiter biggest planet of them all

It’s the farthest planet from

Neptune the Sun and an ice giant

Earth is the third planet from

Earth the Sun and the one with life
 Examples of deceptive
advertising practices

Bait and False environmental Overstating

switch claims benefits
Despite being red, Jupiter is a gas giant Saturn is a gas giant
Mars is a cold place and the biggest planet and has several rings

Misleading Photography Hidden

comparisons tricks fees
Mercury is the closest Venus has a beautiful Neptune is the farthest
planet to the Sun name, but it’s very hot planet from the Sun
You can use a table

Mass Diameter Gravity

Jupiter 100 355 370

Mercury 490 150 890

Saturn 450 345 567

Venus 1,000 260 245

This is a map

60%
Mercury
Mercury is the closest
planet to the Sun

10%
Jupiter
Jupiter is a gas giant
and the biggest planet
 Principal unethical advertising cases
30% 40%
Jupiter Mercury
It’s a gas giant and Mercury is the
the biggest planet of smallest planet of
them all them all

20% 10%
Mars Venus
Despite being red, Venus is the second
Mars is actually a planet from the Sun.
cold place It’s hot there
Reviewing concepts is a good idea

Venus Jupiter Saturn Neptune

It has a beautiful It’s a gas giant and Saturn was named It’s the farthest planet
name, but it’s hot the biggest planet after a Roman god from the Sun
 Anti-competitive
02 practices
You can enter a subtitle here if
you need it
 Unethical marketing practices

Areas of ethical
Unethical marketing practices
abuse
● Researcher’s dishonesty ● Gathering fictional data/falsifying
Marketing ● Using manipulating research techniques research data
research to produce desirable findings ● Invasion of privacy
● Altering the quality and size of a
● Planned product obsolescence
Product product to keep the price at the same
● Arbitrary product elimination
management level
● Product adulteration or imitation
● Misbranding practices
● Unfair and excessive pricing ● Price collisions
Pricing ● Predatory pricing ● Offering different prices for
● Setting artificially high prices different buyers
● Unequal treatment of customers ● Undelivered promises of salespersons
Sales and
● Corrupting purchase decision makers ● Unresponsiveness to
personal service ● Deceptive salespersons practices customer complaints
 Unethical marketing practices

Areas of ethical
Unethical marketing practices
abuse
● Different treatment of customers ● Collecting customer data and selling
Customer
● Information misuse them without customer’s knowledge
management ● Invasion on privacy of ● Binding customers with contracts and
and databases consumer information confusing them
● Planned product obsolescence ● Altering the quality and size of a
Marketing ● Arbitrary product elimination product to keep the price at the same
communications ● Product adulteration or imitation level
● Customer manipulation ● Online promoting and selling
On-line ● Contacting people without their consent harmful products
marketing and spamming intrusiveness ● Social media manipulation
● Unethical marketing practices aimed at
● Exploitation of labor force, including
High ethical children and seniors
child labor
vulnerability ● Alcohol and tobacco advertising and
● Creating threats for natural environment
sales
 Deceptive advertising practices

Example 1 Example 2 Example 3 Example 4

Mars Jupiter Saturn Neptune

Despite being Jupiter is a gas Saturn is a gas Neptune is the
red, it’s actually giant and the giant and has farthest planet
a cold place biggest planet several rings from the Sun
 Unethical marketing practices

2018 Saturn is composed 2020 The Sun is the star

mostly of hydrogen at the center of the
and helium Solar System

Mercury is the Despite being red,

smallest planet in Mars is actually a
the Solar System 2019 cold place 2021
Ethical pricing issues to avoid

Price Price
1 fixing 3 discrimination
Mercury is the closest Venus has a beautiful
planet to the Sun name, but it’s very hot

False Yo-Yo
2 advertising 4 pricing
Despite being red, Mars Neptune is the farthest
is a cold place, not hot planet from the Sun
Ethical pricing issues to avoid
Neptune Mercury
Neptune is the farthest Mercury is the closest
planet from the Sun planet to the Sun

Earth Mars
Earth is the third planet Despite being red, Mars is
from the Sun actually a cold place

Jupiter
It’s a gas giant and the
biggest planet of them all
Alternative
delivery
channels
You can enter a subtitle
03
here if you need it
How about some percentages?

75% 25% 50%

Mercury Venus Neptune

It’s the closest planet Venus has a beautiful It’s the farthest
to the Sun name, but it’s very planet from the Sun
hot
 Best delivery channels options

30% 100% 60%

Neptune Venus Mercury
It’s the farthest planet Venus has a beautiful It’s the closest planet
from the Sun name, but it’s very hot to the Sun
Market research
Them Us
Mars
Despite being red, Mars is
actually a cold place

Venus
Venus has a beautiful name, but
also high temperatures

Saturn
Saturn is the second-largest
planet in the Solar System

Follow the link in the graph to modify its data and then paste the new one here. For more info, click here
4,498,300,000
Big numbers catch your audience’s attention
 333,000
The Sun’s mass compared to Earth’s

9h 55m 23s
Jupiter’s rotation period

386,000 km
Distance between Earth and the Moon
 04
Deceptive marketing
policies
You can enter a subtitle here if
you need it
 Marketing ethic policies

Mercury Neptune
It’s the closest planet Neptune is the
to the Sun and the farthest planet from
smallest one the Sun

Mars Saturn
Despite being red, Saturn is composed
Mars is a cold place mostly of hydrogen
full of iron oxide dust and helium
 Upcoming policies in advertising
Jupiter is a gas giant
and the biggest planet Jupiter

It has a beautiful name,

Venus but it’s terribly hot

Despite being red, Mars

is actually a cold place Mars

Mercury is the closest

Mercury planet to the Sun
 Ethics in advertising
Mercury It’s the closest to the Sun and the smallest one

Venus Venus is the second planet from the Sun

Mars Despite being red, Mars is a cold place

Jupiter It’s the biggest planet in the Solar System

Saturn Saturn is composed of hydrogen and helium

 Ethics in promotion
Despite being It’s the smallest
red, it’s actually Mars Mercury planet in the
a cold place Solar System

Saturn was Venus is the

named after a Saturn Venus second planet
Roman god from the Sun

Jupiter is the Neptune is the

biggest planet of Jupiter Neptune farthest planet
them all from the Sun
 05
Ethics in advertising
and promotion
You can enter a subtitle here if
you need it
 Conclusion
Mercury is the closest planet to the Sun and
the smallest one in the Solar System—it’s
only a bit larger than the Moon
Reviewing concepts is a good idea

Mars Jupiter Saturn

Despite being red, It’s a gas giant and Saturn is a gas giant
Mars is a cold place the biggest planet and has several rings

Mercury Venus Neptune

It’s the closest planet Venus has a beautiful It’s the farthest
to the Sun name, but it’s very planet from the Sun
hot
 Our team

Helena Paterson John Doe

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Mercury Saturn
Mercury is the closest Saturn is a gas giant. It
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Jupiter is the biggest Venus is the second
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Earth is the planet Despite being red, Mars
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