Product:

A product is the item offered for sale. A product can be a service or an item. Every
product is made at a cost and each is sold at a price. The price that can be charged
depends on the market, the quality, the marketing and the segment that is targeted.
Each product has a useful life after which it needs replacement, and a life cycle
after which it has been re-invented.

Philip kotler defines, “ Product is anything that can be offered to someone to

satisfy a need or want.” William Stanton defines, “Product is complex of tangible
and intangible attributes, including packaging,colour,price,prestige, and services
that satisfy needs and wants of people”.

Characteristics of a product:

● Products is one of the element of the marketing mix.

● It includes both goods, and services.
● It includes both tangible and intangible features and benefits offered.
● It is a vehicle or medium to offer benefits and satisfaction to consumers.
● Product includes total offers, including main qualities, features and services.

Types of product:
A company sells different products (goods and services) to its target market.
They can be classified into two groups, such as:

1. Consumer Products: Consumer products are those items which are used by
ultimate consumers.

Consumer products can be divided into four types as:

Convenience Products:

Such products improve or enhance users’ convenience. They are used in a day to
day life. They are frequently required and can be easily purchased. For example;
soaps, biscuits, toothpaste, razors and shaving creams, newspapers, etc. They are
purchased spontaneously, without much consideration, from nearby shops or retail
malls.

Shopping Products:

These products require special time and shopping efforts. They are purchased
purposefully from special shops or markets. Quality, price, brand , fashion , style,
getup,colour , etc., are important criteria to be considered. They are to be chosen
among various alternatives or varieties. Gold and jewellery,footwear, clothes and
other durables (including refrigerator, television, wrist watches, etc.)
Speciality Products:

These are goods with unique characteristic or brand identification for which a
sufficient number of are willing to make a special purchasing effort. Consumers
have strong convictions towards the brand, style or type. Example: Cars, High end
watches etc.

Unsought Products:

These are the products available in the market but the potential buyers do not know
about its existence or they do not want to purchase them. There are two types:

● Regularly Unsought Products: The products which exist but the consumers
do not want to purchase them as of now, but might eventually purchase
them.
● New Unsought Products: The marketers’ task is to inform target consumers
of the existence of the product, stimulate demand and persuade them to buy
it. Example: Oral Polio Vaccine, which was once unsought due to heavy
 promotion and persuasion by the Government has lead to eradication of
polio.

2. Industrial Products:

Industrial products are used as the inputs by manufacturing firms for further
processes on the products, or manufacturing other products. Some products are
both industrial as well as consumer products. Machinery, components, chemicals,
supplies and services, etc., are some industrial products.

Again, strict classification in term of industrial consumer and consumer products is

also not possible, For example, electricity, petroleum products, sugar, cloth, wheat,
computer, vehicles, etc., are used by industry as the inputs while the same products
are used by consumers for their daily use as well.

Some companies, for example, electricity, cements, petrol and coals, etc., sell their
products to industrial units as well as to consumers. As against consumer products,
the marketing of industrial products differs in many ways.

Industrial products include:

Materials and Parts: These are goods that are used for manufacturing the
product. It includes raw materials, and manufactured parts and materials.

Capital items: They are the goods used in producing the finished goods. It
includes tools, machines, and computers.
Supplies and Business Services: They are goods which are required for
developing or managing the finished products. Example: Paints, lubricants,
stationery etc.

Packaging:
Packaging is the activity of designing and producing the container or wrapper for
product. It is an important and effective sales tool for encouraging the consumers
for buying. It is powerful medium for sales promotion . It must perform all the
basic function such as protection, ease of handling and storage, convenience in
usage etc and should not be deceptive and convey any deceptive message. It is the
best way of attracting the consumers for buying the products.

● Protects the contents: The basic function of packaging is to protect the

contents from damage, dust, dirt, leakage, pilferage, evaporation, watering,
and contamination and so on. Packaging helps in the protection of the
contents of the products. Seasonal fluctuations in demand may be smoothed
out through packaging. Packing helps to protect the contents of all the
available products.
 ● Provides product density: Packaging helps to provide product density. It
implies selecting such package materials, design, and shape that helps to use
the limited space in the best way. It improves relation with common carriers,
permits better use of space in storage and usage and increases the grace and
poise of arrangement.

● Act as promotional tool: Good package can sell the product easily and
quickly as it works as a promotional tool. As a promotional tool it does self-
advertising, displaying, publishing and acts as an advertising medium. It is
the package, size, design, colour combinations and graphics that decide that
decide its ability to attract the valuable attention of customers or the
prospects.

● Provides user convenience: Packaging helps to provide the user

convenience. The good packager does this in a greater degree. As a result,
the marketing functions of the transportation, storage and handling are
performed with ease and without wastage. Consumers are greatly assisted so
long as the product is in usage. Neat packing has brought inventory costs,
packing costs, space and time costs.

● Facilitates product identification: Packaging helps to facilitate the

identification of the product. This process of product differentiation is
furthered by effective product identifiers; one is packaging and another is
branding. The product package identifies the product no matter where you
see it, under what circumstances you see it, or when you see it. A package is
products personality, its reality. Product identification goes easy with
distinguished packaging as it adds to its personality or image.

● Allows easy product mix: Product mix relates to the product lines and an
assortment of sizes, colours, measures, grades, package types etc. Offered by
the selling house. Change in product mix can be possible as packaging helps
to influence weight, size and dimensions of the product. Packaging helps to
allow the product mix easily for the consumers.
Importance of packaging:
The importance of packaging is as follows:

● Creation of demand: Packaging plays an important role in the creation of

demand by attracting the consumers. The customers become known with the
product through advertising. It helps to increase the demand of the
customers.
● Protection of the product: Packaging helps to protect the product from heta,
light, moisture, evaporation, dust etc. During its long passage from the
factory to target customers. It protects the products from breakage, leakage,
spoilage etc.

● Transportation: Packaging facilitates transportation of products from one

place to another. It ensures easy transportation and better handling of
products in transit.

● Guidelines to customers: Packaging helps as guidelines for the customers.

From the informative literature regarding the quality and use of the product,
the customers get the guidelines. The customers are ensured about the
quality of the products.

● Better storage: Packaging acts as a better storage of the products. Goods

with good packages can be stored in the retail shop also in lesser price.

● Facilitates for carrying: Packaging plays an important role in carrying the

goods in transit and from one place to another. It is made in different sizes
and it facilitates provisions for easy and open carrying.

● Identification of product differentiation: Packaging helps to identify the

product differentiation easily. It ensures the individuality of the products and
one product can be easily differentiated with each other’s product in the
market. The customers can easily identify their product of choice at the time
of purchase. This helps the customers to prevent substitution of goods by
other customers.
Branding:
A brand is defined as a name, term, symbol, design or a combination of them
which is intended to identify the goods and services of one seller and to
differentiate them from those of competitors. This process is called Branding. A
trade mark is a brand with legal protection, thus ensuring its exclusive use by one
seller.

Advantages of Branding:

● Branding helps in consumers to identify the product easily.

● Branding, especially in rural areas, helps in promotion of the product as the
consumers most likely remember the brand and its appearance.
● It helps in reaching the consumers more than unbranded products.

Labelling:
Labelling is regarded as part of marketing as packing decisions involve the
labelling requirements. A label contains all the necessary information in relation to
the product. This process is called Labelling. For example, the Green Dot
corresponds to Environmental Symbol. A label for a food product must contain the
manufacturing date, expiry date , price, composition, storage conditions, etc.
Safety warnings are required on labels of all potentially hazardous products and
packages.
A good label contains the following features:

● Picture of product accurate as to size, colour, and appearance.

● Description of raw products used along with processing.
● Directions for use, caution against misuse.
● Brand names
● Manufacturing and Expiry dates
● Statutory warning if any
● Contraindications if any

Calvin klein:
Calvin Klein is a global lifestyle brand that exemplifies bold,
progressive ideals and minimal aesthetic.After nearly 50 years, Calvin
Klein continues to be a cultural catalyst across the globe by embracing
tension, sparking ideas and creating unforeseen realities.
Calvin Klein perfume range include:
 ● Reveal for him and her.
● Deep Euphoria.

● Dark obsession

Gucci:
Influential, innovative and progressive, Gucci is reinventing a wholly modern
approach to fashion. Under the new vision of creative director Alessandro Michele,
the House has redefined luxury for the 21st century, further reinforcing its position
as one of the world’s most desirable fashion houses.Gucci products represent the
pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention
to detail.
Gucci perfume range include:

● Bloom
● Guilty
● Envy

Dior:
The company designs and retails ready-to-wear, leather goods, fashion
accessories, footwear, jewelry, timepieces, fragrance, makeup, and skincare
products while also maintaining its tradition as a creator of recognized haute-
couture.While the Christian Dior label remains largely for women's offerings, the
company also operates the Dior Homme division for men and the baby Dior label
for children's wear. Products are sold throughout its portfolio of retail stores
worldwide, as well as through its online store.

Dior perfume range include:

● Pure poison
● Addict
● Miss Dior

Yardley London:
Rich and varied heritage. The fragrance that has defined Yardley London for
nearly 400 years. A succession of Royal Warrants, innovations and new products
were testament to the popularity of the quintessential English fragrance. The
Cleaver family established Yardley London, creating the soap and perfumery
business we know today. The business thrived and prospered, its famous
advertising becoming a hallmark of the times. Victorian era at its height Yardley
exported its first products to the USA, a range of English lavender soaps, naturally.
Yardley perfume range include:

● English lavender

● Flora jade

● 1770

Charlie Revlon perfume

Revlon was founded in the midst of the Great Depression, 1932, by Charles
Revson and his brother Joseph along with a chemist, Charles Lachman, who
contributed the "L" in the Revlon name. Starting with a single product— the three
founders pooled their resources and developed a unique manufacturing process.
During World War II, Revlon created makeup and related products for the United
States Army, which was honored in 1944 with the Army-Navy "E" Award for
Excellence. By the end of the war, Revlon was listed as one of America's top five
cosmetic houses.
Charlie perfume range include:

● Charlie gold

● Charlie sunshine

● Charlie white

CONCLUSION:
A product is one that satisfies a need or want. Through satisfaction of needs,
manufactures can achieve their goals, maximize profits etc. Branding, will serve as
an aid in product recognition, promotion and over all growth over the products that
are unbranded. Packaging plays a key role in keeping the product intact and
helping in its usage. Survey results reveal that people buy perfume mainly for its
smell then brand while appearance and price are equally looked upon.

AIM: To conduct a market survey on the different brands of biscuits

and to find the most popular brand and report on it.

OBJECTIVES: To collect relevant data and prepare a report on brand

visibility of

1) Calvin Klein

2) Gucci

3)Dior

4) Yardley London

5) Charlie Revlon

METHODOLOGY: Survey method using questionnaire.

DATA: In this project, Survey method has been used to collect data.

SURVEY METHOD: A survey method consists of gathering data by

interviewing optimum group size selected from metro city. The

survey has the advantage of getting to the original source of

information to the respondents by interviewing them. This is the

most common method of getting primary data. This method is

more effective than the experimental and observational approach.

Perfumes No of votes
Calvin Klein 3
Gucci 3
Dior 1
Yardley London 2
Charlie Revlon 1