MARKETING 

 
PROJECT

 
Reportofconsumerpr
efer
ence t
owar
ds a
commodi t
y based on br anding and
packagi
ng

                         
     
                                              
 
 

 
 
BONAFI
  DECERTI
FICATE
 

Regi
str
ati
onnumber
:

Cer
tifi
edtobetheBonafi
depracti
calworki
n
MARKETINGdonebyAVANTI KAMADHURDARYANANI
OfclassXII–BSherwoodHal lSr.Sec.
School
,Chennai
31
dur
ingtheacademicyear2021-
22.
 

 
Signatur
eof Si
gnat
ureofSubj
ect
teacherPri
nci
pal          
                 
         
                         
                  
 
 

Submi
tt
edf
orpr
act
ical
exami
nat
ionhel
don

AtSher
woodHal
lSr
.School
,Chennai
31.

Dat
e:

I
nter
nalExami
ner Ext
ernal
Ex
ami
ner
 ACKNOWLEDGEMENT
 
 
I,AVANTIKA MADHUR DARYANANI  ofclassXII“B”
acknowl
edget hevaluablecommentsandsuggest i
ons
byourmar ket
ingteacherMrs.JeyasreeRamanathan
l
eadingt
ot hesuccessfulcompl
eti
onofmypr oj
ect

Iwoul
dli
ket
othankmyPr i
nci
palMrs.Di
vaKri
shnawho
gav
emeanopportuni
tyt
odothisproj
ectwhi
chenabl
ed
metogai
nknowl
edgeovert
hesubject

Iwouldalsoli
ketothankmyparentsandf r
iendswho
hel
ped me a loti
nf i
nal
izi
ng t
his pr
ojectwithi
nthe
l
imit
edti
mef r
ame.

 
 
 

 
 
 
 
 
 
 
 
 
 
 
 
 
 AI
MS&OBJECTI
VES
 
GENERALOBJECTI
VES:
 
 
•
€Tof
indt
heconsumerbuy
ingbehav
iour
.

•
€Tostudyt
heef
fect
sofbr
andi
ngont
hepur
chasesmadebyt
he
consumer
.

 
SPECI
FICOBJECTI
VES:
 
 
•
€Toknowt
hemostpopul
arbr
andav
ail
abl
eint
hemar
ket
.

•
€Tostudytheresponseofconsumer
stot
hev
ari
ousbr
andsof
FaceCream.

•
€Toknow themostpopul
armedi
aforpr
omot
ionofv
ari
ous
br
andsofFaceCr
eam.

•
€Toknowtheroleofbr
andandpackagi
ngasanef
fi
cientsal
es
pr
omoti
ontechni
que.
 
 I
NTRODUCTI
ON
 
BRAND 
A brand is a name,term,sy mbolordesi gn,ora
combinati
onoft hem whi
chi sint
endedtoidentif
ythe
goodsorservi
cesofoneselleroragroupofsell
ersand
todi
ffer
enti
atethem f
rom t
hoseofcompetit
ors. 
BRANDNAME
Brandnamei sapartofabr andconsi
sti
ngofawor d,
l
etter,group ofwordsorl ett
erscompri
sing a name
whichi sint
endedtoidenti
fythegoodsorservicesofa
sell
eroragr oupofsel l
ersandt odif
ferent
iatethem
fr
om t hoseofcompeti
tors.
BRANDMARK 
Amar kisthepartoft hebr andwhichappear si
nt he
for
m ofasy mbol
,desi gn,ordist
inct
ivecolouri
ng or
l
etter
ing.Itcoul
dber ecogni
sedonlybysightbutmay
notbepr onounceable.Forexample,‘Maharaja’ofAir
I
ndia,thepictur
eof‘ Gopuram’ofTami lNaduTour i
sm
Devel
opmentCor porati
on. 
BRANDI
NG
Branding ist he managementpr ocess by whi ch a
producti sbr
anded.I
tisageneralt
erm coveri
ngv ari
ous
acti
vit
iessuchasgi vi
ngabr andnamet oapr oduct
,
designing a br and mark, and est abli
shing and
popularizi
ngit
.
 TRADEMARK 
 
When a br and name i sregi
stered and legal
i
zed i
t
becomesat rademark.Thusregi
steredbrandsaretr
ade
marks.Inthatsensealltr
ademar ksarebrandsbutnot
al
lbrandsaretrademarks.
TRADENAME
At radenamei sthenameofbusi ness, pr
eferabl
ythe
nameoft heor ganizati
oni tsel
f.At radenamemay
alsobeabr andname,buti nsuchacasei tserves
twosepar atepur poses.Itbr i
ngsoutt heidenti
tyof
themanuf acturerandt heproduct .TATASi ssolelya
trade name oft he mar ketofv ar
ious brands of
cosmet ics.(e.g.,Jasmi nesoap,hai roi l
s,powder s,
etc.)GODREJ i sbot h at r
adenameand abr and
namef ormostoft hei
rpr oducts( e.
g.,Godrejlocks,
Godr ejsoaps).
 
PATENTS 
Patents ar
e publ i
c documents conf err
ing cer
tai
n
ri
ghts,pri
vi
leges,tit
lesoroffi
ces.Apat entconfer
s
the ri
ghttot he use oftechnicalinventi
on.Itis
appli
cabl
eint hecaseofnewi nventi
onssuchasnew
process,
anewpr oductoranewmachi ne.
 
COPYRI
GHTS 
 
Thisisappli
cabl
einthecaseofbooks.I
tisasole
ri
ghtt oreproduce l
i
ter
ary
,dramati
c,musicalor
art
ist
icwork.
 
FUNCTI
ONSOFBRANDI
NG
•
€It helps i n product ident
if
icat
ion and gi
ves
‘
dist
inct
iveness’
toapr
oduct
.
•
€Indir
ectlyitdenot esthequali
tyorst
andar dofaproduct.
•
€Iteli
minat esimitati
onproducts.
•
€Itensuresl egalri
ghtont heproduct
. 
•
€Ithelpst ocr eat
eandsust ainbrandloyalt
yt opar
ti
cular
products. 
•
€Ithelpsinpr i
cedi ff
erent
iat
ionofproducts.
•
€Ithelpsinadv er
ti
singandpackagingactivit
ies.
 
 
BRANDI
MAGEANDPRODUCTI
MAGE
Everybr and image is part
ial
l
yder i
ved f
rom product
i
mage.Thepr oductimager el
atest othefundament al
sati
sfacti
onwhi chtheconsumer sf i
ndinapar ticul
ar
product.Therefore,i
tisnotwrongtosayt hatt
hebr and
i
mager elat
est ot hespecif
icv er
sionsoft heproduct
i
mage.
 
KI
NDSOFBRANDS 

THOMAS F.SCHUTTE 
inthe semant
ics ofbr
andi
ng
cl
assi
fi
est
hebr
andsi
ntobr
oadcategor
ies:
 
 
 
MANUFACTURER’
SBRANDS 
•
€Nat i
onalbr ands-t
he same br and used on a nati
onal
l
ev el
. 
•
€Regionalbr ands-
brandsforparti
cularr
egion.
•
€Adv er
tisi
ngbr ands-
brandsstressi
ngsy mbols.
 
•
€Blanketbr andsorsi ngl
ebr andsorf ami l
ybrands-
one
brandnamef orallt
he  productsofamanuf actur
er.
 
•
€Indivi
dualbr andsormul tipl
ebr ands-
brandnamesf or
 var
ious v ar
iet
ies of  
product
s of a par
ti
cul
ar
manufact
urer
. 
 
DI
STRI
BUTOR’
SBRANDS 
•
€Pri
vatebrand
•
€St
orebr and
•
€Dealerbrand
•
€Housebr and

ADVANTAGESOFBRANDNAMES
Tot hemanuf acturer: 
•
€Itident ifi
est hepr oductanddi stinguishesi tfrom ot her
compet ingpr oduct s.Thusi tpr otectst hei nter
estoft he
manuf act urer. 
•
€Itsav esadv erti
singcosti fthebr andnamei spopul ar.
•
€Ifproper l
ypr omot ed, brandnamecr eatesconf idencei n
andgoodwi llfort hepr oduct . Itwi denst hemar ketfor
product s.
Tot heConsumer s:
•
€Itaffor dsaneasywayf orpur chasebyeasi l
yident if
y i
ng
apr oduct .
•
€Thebr andnamei ndirectlyassur escer tai
nqual i
tyby
i
dent i
fy ingt hemanuf acturerbehi ndt hepr oduct. 
•
€The br and name assur es f i
xed pr ices. Ev en t he
distri
but or scannotunj ustifi
ablyv arypr i
ces.  
Tot heDi stributors: 
•
€Wi delypopul arbrandseaset hesel li
ngpr ocessandl ead
tolargesal es.
•
€It helps i
n adver t
ising and sales
promot ion pr ogrammes.  
•
€Thedi stri
but orcaneasilyfi
ndoutt hequi
ckmov i
ng
product s. 
•
€Brandi ngr educespr i
cefl
exi
bil
it
y.Thi
s,i
nturn,r
educes
theriski nbusi ness. 
•
€Speci alsel l
ing effor
tsneed notbeundert
aken.This
reducest hecostofdi st
ri
but
ionandhencet hefinal
  
 pri
ce.

KI
NDSOFBRANDNAME

•
€Coined name:A pur posel
ycr eat
ed name that
stressesmor eonpr oducer’
sident
it
y. 
•
€Arbitraryname:A  name neit
herrel
ati
ngt oproductnor
thepr oducer
.
•
€Suggest ivename:A namewhi chsuggestssomething
aboutt heproductoritsfunct
ion. 
•
€Descr ipt
ive name:a name t hatdescribes f
ull
yt he
product .
 
CHARACTERI
STI
CSOFAGOODBRANDNAME
 
 
•
€Thenameshoul dr eadi
l
ycomet othemi ndsoft he
customers.I
tshouldbe   easytopr onounce. 
Thename
shouldbeeasytor eadandunder stand.
•
€Thenameshoul dbeappropr i
atefortheproduct.
•
€Itshouldbeeasytor emember .
•
€Itshould,asf araspossi bl
e,bemostdescr i
pti
vein
nature.
 
 ARGUMENTSAGAI
NSTBRANDI
NG 
 
•
€Thesev erecriti
cism level
edagainstbrandingisthati
t
l
eads t o some ki nd ofmonopol yknown as ‘BRAND
MONOPOLY’ .
•
€Itisdiffi
culttoest abli
shabr andandt heexpenseof
adver
tisi
ngi nthei ni
ti
alstagesisveryhighwhichrai
ses
thecosts. 
•
€Brand names do notal ways assure good quali
ty.
Manufacturerssomet i
mespl aceinfer
iorgoodsi nthe
marketunderagl amor ousbrandname.
 
 
 
 
           
 
PACKAGI
NG
Packagi ng maybe def i
ned as t he gener algroup of
acti
v i
tiesinpr oductpl anningwhi chinv ol
vedesi gni
ng
andpr oducingt hecont ainerorwr apperf oraproduct. 
 
GENERALFUNCTI ONSOFPACKAGI NG 
•
€To assembl e and arranget hecont ent
si nt hedesi r
ed
for
m.  
•
€Toi dent i
fythecont ent s ,thebrandandt hemaker . 
•
€Topr otectt hecont entsf r
om pr oducti
onl inethrough
fi
nal use. 
•
€To pr ovi
de a sui table pr oductmi xi ncl
uding sizes,
weight s,pri
ces, gradesandpackages. 
•
€Tof aci l
i
tateretail
er’sf unct i
on.
 
•
€To f acil
it
ate t ranspor ting, storing and war ehouse
handling. 
•
€Toenabl
et hedisplayofcont ent
s. 
•
€Toencouragerepur chase.
 
•
€Tohelpi
ncompl y
ingwi thlegalr
equi
rements. 
•
€Toprovi
deoppor tunityandspaceforadver
tisi
ng.
 
 
 

TRADI
TIONALFUNCTI
ONSOFPACKAGI
NG
 
A.Prot ect ionf r
om Var iousKi ndsofDamage 
1.Damagebymechani calhandl i
ng.
2.Productl oss.
3.Pilf
er age.
4.Cont ami nationbydi rtordust . 
5.Moi st uregai nandl oss.  
6.Chemi cal changee. g.,metal corrosion.
7.Insectat t
ack, e.
g.,mot hs i
ncl othing.
 
B.Conv eni ence
1.Storageconv enience.
2.Conv eni encei nuse.
 
C.Economy  
1.Lossi nquant i
tyi spr eventedt herebyavoi
dingt
he
monet ar yl ossal so. 
2.Prov idesoppor t
uniti
esf orreuse.  
3.Cr eat es an oppor tunit
yt o communi cat
e witht
he
customer s.
  
 

MODERNFUNCTI ONSOFPACKAGI NG
1.Sel
f-ser
v i
ce.
2.Consumerdif f
erence. 
3.I
ntegrat
edmar ket
ingconcept
.
4.I
nnov at
ionalopportuni
ty.
 

KINDSOFPACKAGI NG 
•
€Fami l
y packagi ng: The pr oduct of a par ti
cular
manuf acturerwhenpackedi nani denti
calmanneri s
knownasf amilypackagi ng. 
•
€Re-use packagi ng:Packagest hatcoul d be used for
someot herpurposeaf terthepackedgoodshav ebeen
consumedi sknownasr e-
usepackagi ng. 
•
€Mul t
iplepackagi ng:i ti
st hepracticeofplacingseveral
unit
si n one cont ainer
.Thi s helps tointroduce new
productsandi ncreaset hesales.
 
BRANDSI
NTRODUCTI
ON
PRODUCT-FACECREAM
Facecr eam orMoi stur
iserisacosmet i
cpr eparation
used forpr otecti
ng,moi st
urising,and lubr
icati
ng t he
ski
n.Ther earesev eralbenefit
sf rom usi
ngaf acecr eam
suchasi treducest hechancesofski npr
oblems, i
thel ps
yourskint ost ayy oung,andal sof i
ght
swr i
nkles.I tis
usual
ly made ofsi mplei ngredient
sl i
ke wat erand
natur
aloilandf ragrances.

LI
STOFBRANDS:
1.Himalay
a
2.Nivea
3.Mamaear t
h
4.Ayush
5.Lakmé
HI
MALAYA-
WELLNESSI
NEVERY
HOME,
HAPPI
NESSINEVERYHEART.

1.PRODUCTTYPE FACECREAM
2.OWNER THEHIMALAYANDRUG
COMPANY
3.
COUNTRY I
NDIA
4.
MARKET WORLDWIDE
5.
FOUNDED 1930

Himalayan Dr
ug Companyi s an Indi
an mul t
inati
onal
pharmaceuti
calcompany est abl
ished by Mohammed
Manalin1930andbasedi nBengaluru,
Karnataka,I
ndia.
Itproduces heal t
h care products undert he name
HimalayanHer balHealthcar
ewhosepr oductsincl
ude
Ayurvedi
cingredients.I
tisspreadandsol dacr oss106
countri
esworl
dwi de.

As of2015 t he company sol di t

s productsi n 91
countri
eswi thabout50% ofi t
sr ev
enuef r
om out si
de
Indi
a.Hi malayan HerbalHeal t
hcare has a ver
ywi de
rangeofproductswhi ch i
ncludepharmaceutical
s,baby
care,personalcar e,well
-being,nutri
ti
on and animal
healt
hcareproducts.
NI
VEA-100 YEARS OF SKI
N CARE FOR
LI
FE.

1.
PRODUCTTYPE FACECREAM
2.
OWNER BEIERSDORF
3.
COUNTRY GERMANY
4.
MARKET WORLDWI DE
5.
FOUNDED 1911

NIVEA is a Ger
man personalcare brand whi
ch
speci
ali
zesinski
nandbody -
care.I
tisownedbythe
Hamburg-basedcompanyBeier
sdorfGlobal
AG.

Duringthe1930s,Bei er
sdorfproducedvariouspr oducts
suchast anningoi l
s,shavi
ngcr eams,shampoos,f acial
creams and t oners.In World WarI I
,t he trademar k
"NIVEA"wasexpr opri
atedinmanycount ri
es.Af terthe
war ,Bei
ersdorfboughtt heri
ghtsback.Duringthe1980s,
theNI VEAbr andexpandedi nt
oawi derglobalmar ket.
MAMAEARTH-GOODNESSI
NSI
DE

1.
PRODUCTTYPE FACECREAM
2.
OWNER GHAZALANDALAGH
3.
COUNTRY I
NDI A
4.
MARKET I
NDIA
5.
FOUNDED GHAZALANDVARUN
ALAGH

Throughaninnovativeproductli
ne,Mamaear thhastried
to sol
v e a common I ndian parenti
ng problem.Ina
countr
ywher emostoft hebabypr oduct
sav ail
abledo
notmeetsaf etyr
egulati
ons, 
Mamaear t
hoffersproducts
thataresafebyinternat
ionalstandardsandloadedwi th
thegoodnessofnat ure.
Mamaear thisthe1stAsi anbrandwi t
ha“MADESAFE”
certi
fi
cat
ion.Thei
rpr oductsar
ef reeofal
lknownt
oxi
ns
thatarebannedi nmostcount r
ies.Morethanj
usta
brand,i
tmakespr oductsoutofloveandcare.
LEVERAYUSH-
SAHIAYURVEDA

1.
PRODUCTTYPE FACECREAM
2.
OWNER HI NDUSTANUNI
LEVER
3.
COUNTRY INDIA
4.
MARKET INDIA
5.
FOUNDED 2014

LEVER AYUSH i sformulat

ed with5000 yearsof
Ayurvedi
c wi sdom to solve modern day beaut
y
problems.Thei rbeautyproductsaremadef rom
reci
pespr escri
bedint heanci
entGranthastohelp
solveyourmoder nbeautydayprobl
ems.

Theyhavepr
oductsrangi
ngf
rom hai
rcar
e,ski
nand
bodycar
etooralcar
e.
LAKMÉ-LAKMÉREI
NVENT
1.
PRODUCT FACECREAM
2.
OWNER HI NDUSTANUNI
LEVER
3.
COUNTRY INDIA
4.
MARKET WORLDWI DE
5.
FOUNDED 1952

LAKMÉ i s an Indian cosmet i

cs brand whi ch is
owned by Hi ndust an Unil
ever.Hav ing Kar eena
Kapoorand Chamma as t he ambassador,i tis
rankedthenumber1amongt hecosmet icbrandi n
Indi
a.Lakmést artedasa100%subsi diaryofTATA
OILMI LLS(Tomco) .Itwasnamedaf tertheFr ench
operaLakmé, whichi t
sel
fistheFrenchf r
om ofDev i
Lakshmi(t heHi ndugoddnessofweal th)whoi s
renownedforherbeaut y.

Their product
sr ange from cosmet
ics,beaut
y
productsandtoSalonser
vices.
 
 
METHODOLOGY 

The i nvesti
gator has adopt ed di r
ect per sonal
i
nvesti
gationandt elephonicinterview.Aquest ionnair
e
cont
aining19quest ionswer egiv entother espondents
andtheywer erequestedtogivet heiropi
nions. 
 
Questi
onnaires were collected and t hey wer et hen
anal
yzedandconcl usionsweredr awn.
ANALYSI
S AND INTERPRETATI
ON ON
THEBASISOFBRANDPREFERENCES

BRAND NO. OF PERCENTAGE

RESPONDENTS
HIMALAYA 1 5%
NIVEA 6 30%
MAMAEARTH 8 40%
LEVERAYUSH 1 5%
LAKMÉ 4 20%

I
NTERPRETATI
ON – The mostpr
efer
red br
and i
s
Mama Ear th with 40% pr
efer
ence amongst t
he
respondents.Iti
sf ol
l
owedbyNiveaandLakmé.The
l
eastpreferredbr
andsisHi
mal
ayaandLeverAy
ushwit
h
5%pr ef
erence.
BRANDPREFRENCE:
BRANDPREFERENCEON THEBASI
SOF
PREFERRI
NG VARI
OUSBRANSOFFACE
CREAM

OPI
NIONOFRESPONDENTS

S. NO OF AGREE NEUTRAL DI
SAGREE TOTAL
NO REASONS
1. SOFTSKIN 10 4 6 20
2. HERBAL I
N 14 3 3 20
NATURE
3. FRAGRANCE 9 5 6 20
4. QUALITY 15 6 4 20
5. PRICE 18 1 1 20
6. FRESHNESS 13 4 3 20

FACTORSAFFECTI
NGBRANDPREFERENCE

INTERPRETATI ON–Pr i
ceplaysabi gr ol
eininfl
uenci
ng
thebrandpr efer
ences.Peopleareal soi nf
luencedby
advert
isements. Promot
ional offers and packaging
att
ractsthe consumerst othe br and.Onlyv eryfew
peoplearei
nfluencedbythefr
agranceoft hebrands.
FACTORS I
NFLUENCI
NG BRAND
PREFERENCE
FACTORS NO. OF PERCENTAGE
RESPONDENTS
PACKAGI
NG 3 15%

ADVERTI
SING 6 30%

PRI
CE 4 20%

FRESHNESS 2 10%

PROMOTIONAL 5 25%
OFFERS
ON THE BASI
S OF FREQUENCY OF
PURCHASE
FREQUENCY OF NO. OF
PURCHASE RESPONDENTS
WEEKLY 3

FORTNI
GHTLY 1

MONTHLY 16
I
NTERPRETATI
ON:
:Mostoft
hepeopl
epr
efermont
hly
purchases. There are people making purchases
for
tnightl
y and on weekl
y basi
s al
so.In each case
quantit
yofpurchasewil
lvar
y.

ONTHEBASI
SOFSATI
SFACTI
ONLEVEL
SATI
SFACTORY YES NO

HI
MALAYA 1 2

NI
VEA 3 0

MAMAEARTH 8 0

LEVERAYUSH 1 2

LAKMÉ 2 1
ONTHEBASI
SOFMODEOFAWARENESS
MODE OF NO. OF
AWARENESS RESPONDENTS
TELEVI
SION 16

NEWSPAPER 1

FAMI
LY 1

DI
SPLAYATRETAI
L2
OUTLET
I
NTERPRETATI
ON: Adver
ti
sement t
hrough audi
o
vi
sualmediat hatistelevi
sion pl
aysav it
alrolein
bri
ngi
ngawarenessaboutt hebrand.Thisisfol
lowed
bynewspaperanddisplayatret
ailout
let
s.Peopl
ealso
comet oknow aboutthebrandst hr
oughsuggesti
ons
f
rom t
hei
rfami
lyandf
ri
ends
OBSERVATI
ON

From t heanalysi
sand inter
pr et
ati
on itisf ound t
hat
MAMAEARTHi sthemostpr efer
redbr andamongstal l
thefiv
ebr ands.Consumerspr eferabr andbecauseof
i
ts price rat
hert han adv
ertisements,f r
agrance etc.
Nivea and Lakmé   ar
e also ablet o sati
sfy al
lit s
consumer s.Consumers come t o know aboutt hese
brandsmai nl
ythrought
elevi
sion.

CONCLUSI
ON
Ast heconsumer sareconsideredtheki ngofthemar ket,
i
ti sv eryi
mportantont hepar toft heor ganizati
ont o
l
earnconsumerbehav i
or.Priceisani nf
luenci
ngf actor
thatmakesabr andmostpr eferr
edamongconsumer s.
Itisalsoconcl
udedt hattelevisi
onpl aysav i
talrolein
spreadingawarenessaboutt hepr oducts.Itwasf ound
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