Presentation on the marketing project "Packaging" based on CBSE 2018-19 guidelines

1. PACKAGING
BY: BENIFA FERNANDES
CLASS: 12 Com E
Roll no. :10

2. INTRODUCTION TO PACKAGE AND PACKAGING

3. PACKAGE
• In simplewords, a package is a wrapper or a container in which a product is
enclosed. Encased, housedor sealed.
• In marketing package is defined as, “The wrapping material around a consumer
itemthat serves to contain, identify, describe, protect, display, promote and
otherwise make the product marketable and keep it clean.”

4. PACKAGING:
•Packaging is the science, art and technology of enclosing or protecting
products for distribution, storage, sale, anduse. Packaging also refers to
the process of designing, evaluating, andproducing packages. Packaging
can be describedas a coordinatedsystem of preparing goods for
transport, warehousing, logistics, sale, and enduse. Packaging contains,
protects, preserves, transports, informs, andsells.

5. IMPORTANCE OF PACKAGING:
FUNCTIONAL
IT DIFFERENTIATES YOUR BRAND FROM
OTHERS
PACKAGING COLOR SWAYS CONSUMER
PURCHASE HABITS
PRODUCT PACKAGING IS A MARKETING
TOOL
PACKAGING CREATES BRAND RECOGNITION

6. LEVELS OF PACKAGING:
There are 3 levels of packaging:
PRIMARY
SECONDARY
TERTIARY

7. TYPES OF PACKAGING MATERIAL USED:

8. Plastic:
This is the most common packaging material and, at the same time, one of the most
difficult to dispose of. The factors common to all plastics are that they are light,
strong cheap to manufacture. It is for these reasons that they are used so much, as
an alternative to cardboardglass packagingmaterials.

9. Advantages:
Plastics Are
Lighter In
Weight
Plastic Is More
Flexible Than
Glass
Transportation
And Storing
Plastic
Convenience
Plastic is
Corrosion
Resistant And
Chemically Inert

10. Disadvantages:
Low Melting
Point
Environmental
Degradation

11. Metal (Aluminum)
The metals usedin packaging are predominantly tin-plateor aluminumand are
usedto make foodand drink cans, aerosol cans, tubes, and slip or hinged lid for
selections of confectionery or biscuits. All packs are recyclable. Steel can also be used
un-plated or with coatings. Aluminumis usedfor drinks cans, closures, trays, tubs
and tubes.

12. Advantages:
• Brand differentiation: Metal packaging provides smart packaging that attract consumers
and give brands a competitive edge.
• Printing: Metal packaging comes in a wide range of designs. Throughembossing and high-
qualityprinting, cans deliver outstanding shelf presence for consumers.
• PROVEN: Unbreakable impact-resistant and puncture-resistant, Withstand extreme
temperatures and pressure, Provide a total barrier against light, gas and oxygen, Preserve
contents perfectly and deliver safeproducts
• CONVENIENT: Quick and easy to use - modern opening solution

13. Disadvantages
• Corrosion: Some types of metal packaging, suchas steel, are vulnerableto the effects of
corrosion, whichcan cause the metal to deteriorate. Corrosion takes place as themetal
begins to transformback into its original state; for example, steel turns back into the iron
ore it came from. Metal packaging is typically coated in other materials, such as chromium,
to prevent corrosion fromoccurring.
• Can't See Contents

14. Cardboard:
• Cardboardboxes are industrially prefabricatedboxes, primarily usedfor
packaging goods andmaterials andcan also be recycled. The term
cardboardmay refer to a variety of heavy paper-like materials, including,
cardstock, corrugatedfiberboard, or paper board.

15. Advantages:
•light weight and thus are very convenient to handle
•The raw material required is quite inexpensive.
•available in various shapes, sizes, designs and colors as per the specific
requirement of the customers.
•completely recyclable in nature that makes them eco-friendly.

16. Disadvantages:
•For packaging of certain heavy items, Corrugated Cardboard
Boxes may not very suitable because of their relatively less
endurance to mechanical stresses.
•Under extreme pressure or on stacking, Corrugated Cardboard
Boxes may get deformed.

17. Glass:
• Glass is made from all-natural sustainable raw materials. It is the preferred
packaging for consumers’ concernedabout their healthand the environment.
Consumers prefer glass packaging for preserving a product’s taste or flavor and
maintaining the integrity or healthiness of foods and beverages. It’s also 100%
recyclable and can be reusedendlessly with no loss in quality or purity.

18. Advantages:
• Glass is nonporous and impermeable, so there are no interactions
between glass packaging andproducts to affect the flavor of food and
beverages.
• Glass has an almost zero rate of chemical interactions, ensuring that the
products inside a glass bottle keep theirstrength, aroma, and flavor.
• It is 100%recyclable andcan be recycledendlessly without loss in quality
or purity.

19. Disadvantages:
• Fragility: Glass is also vulnerableto sharp changes in temperature. If you heat glassand then
immediatelyexpose it to cool water or air that can be enoughto shatter it.
• Heavy comparedto paper, plastic or even some metal containers.
• Safety: Glass edges are sharp enoughto break skin, and it's often hard to find all the pieces. If
glass shards mix with the contents of a food package unnoticed, they can do internal damage
if swallowed.

20. Blister pack:
• Blister pack is a termfor several types of pre-formedplastic packaging usedfor small
consumer goods, foods, and for pharmaceuticals. The primary component of a blister pack
is a cavity or pocket made froma formable web, usually a thermoformed plastic. This usually
has a backing of paperboard or a lidding seal of aluminumfoil or plastic. A blister that folds
onto itself is often called a clamshell. Blister packs are useful for protecting products against
external factors, such as humidity and contamination for extendedperiods of time. Opaque
blisters also protect light-sensitive products against UV rays.

21. Advantages:
FRESHNESS DOSAGE OR
SERVING SIZE
VISIBILITY CUSTOMIZATION

22. Disadvantages:

23. DIFFERENT PACKAGING STARTEGIES USED:
An important part of the product decision making process is the design of
the packaging for your product. An effective packaging strategy can
contribute to the firm's competitive advantage. Your packaging strategy
should fulfil six functions: unique, functional, safe, easy to remove, promote
product benefits andreinforce the brand. The packaging strategies
diagram belowcaptures each of the six functions that your packaging
strategy shouldfulfil. The diagram below summarizes the six functions
that product packaging shouldfulfil:

24. Unique Packaging:
The packaging "must stand out fromthe crowd" and be different fromyour
competitors. You do not want consumers to confuse your product withthat of your
competitors. However non branded supermarket goods may do the opposite and
produce packagingwhich is similar to popular brands for example cereals, coke and
ketchup. This is to convince customers that they are getting a quality product, which
is just as good as the branded version.

25. Functional Packaging:
• If the packaging has more than one function, ensure that it performs all of its functions. For
examplethe packaging for Muller's corner range of yogurts is dividedinto two sections; one
section contains the yogurt and the other contains the topping. The packaging enables
consumersto decide how to mix their yogurt and is therefore interactive. Packagingfor food
productsmust preserve the product for a period of time. Whilst packaging for fragile
productsshouldprotect the product during storage and transit. If the packagingcontains
product instructions, make sure the instructions are clear and will not be accidentally torn
when the consumer is removing the product.

26. Safe Packaging:
The packaging must be tested to make sure consumers can safely use it. The packaging should
alsosafeguard people living withthe consumer suchas children. For example medicine bottles
are designedwithcaps that children cannot remove easily. Do not use dangerous products to
wrap your product and make sure the packaging does not contaminate your product.

27. Easy to Remove Packaging:
Consumer give up products, if packaging makes it difficult to access or use the product.
Packaging must also allowconsumers to remove it without damaging the product. Some
manufacturers will provide labelling on the packagingto help consumers remove it, for
examplearrows showing which side is the top of the product or instructions on how to remove
lids frommedicine bottles.

28. Promotional Packaging:
Packaging must be designed to promote the benefits of the product. When consumers are
decidingon whichproduct brand to choose, they will use the packagingto make their decision.
Ensure that the packaging highlights product benefits especially unique benefits not foundin
competitor products

29. ADVANTAGES OF PACKAGING:
PROTECTS
PRODUCTS
ATTRACT CONSUMERS
REINFORCE BRANDING
AND LOGO
PROVIDE
INFORMATION

30. DISADVANTAGES OF PACKAGING:
COST
PRODUCTION
FOOTPRINT
LANDFILL IMPACT

31. BRANDING:
• Definition: “A brand is a name, term, design, symbol, or any otherfeature that identifies one
seller’s good or service as distinct fromthose of other sellers” (American Marketing
Association).
• It tells themwhat they can expect fromyour products and services, and it differentiates your
offering fromthat of your competitors.
• You can considera brand as the idea or image peoplehave in mind when thinking about
specific products, services and activities of a company, both in a practical (e.g. “the shoe is
light-weight”) and emotional way (e.g. “the shoe makes me feel powerful”).
• A brand is the perceivedimage of the product you sell, and branding is the strategy to create
that image.

32. ADVANTAGES:
RECOGNITION
AND LOYALTY
IMAGE OF
SIZE
IMAGE OF
QUALITY
IMAGE OF
EXPERIENCE
AND
RELIABILITY
MULTIPLE
PRODUCTS

33. DISADVANTAGES:
• Complex: The brand identity building process is complex. The process entails extensive
research, including market research, marketing audit, competitive audit and usability, and a
clear branding strategy
• Expensive to Design: Designing and creating a brand identityis expensive and time
consuming. Brands either delegate the task to their marketingteams or hire consultants
who charge by the hour and spend many hours in close consultation with managers.

34. •Difficult to Maintain: it is difficult for companies to maintain brand identity
because of changing customer preferences, product or service diversification or
company expansion.
•Difficult andExpensive to Change: Changing and modifying brand identity is
difficult and entails extensive planning andmanagerial skills. Managers
responsible for the change are requiredto possess soundpublicrelations,
branding, communications, productions, marketing and management expertise.

35. LABELLING:
• Display of information about a product on its container, packaging, or the product itself.
• Your product’s label delivers your sales message. You can explain what benefits you offer that
competitors don’t, for example, or promote a prize or discount. For instance, images of happy
families, healthy athletes and green pastures eachspeak to different types of consumers.
• Labels also must fulfill your legal obligations. Food manufacturers, for example, must publish
detailed nutritional information in a specific format and employ marketing terms -- such as
“low-fat” or “reducedcholesterol” -- that conformto federal regulations.
• Like branding, the objective of labeling is to give information to customers about the product,
which the consumers want to buy.

36. ADVANTAGES
SimplifiedCompliance: A professional labeling solution makes
label changes easierand helps ensure compliance.
Greater Supply Chain Efficiency: Accurateand fast transaction
processing are keys to supply chainefficiency, and clearly-printed
barcode labels are the cornerstone of any transaction processing system.
Product labels can be used to establisha brand, and to
conveyimportant safety instructions, nutritional info, and
other essential informationfor customers.
Labeling is critical for healthy nourishment becauseit provides
data about the amount of unsaturatedand saturatedfats,
calcium, carbohydrates, sugar, iron, calcium, minerals, vitamins,
calories and sugar presentin a certain product.

37. DISADVANTAGES
• Negative Attributes: If a product or service experiences a negative event that will become
attached to the brand. For example, a massive recall or unintentionally offensive ad
campaign can tarnish a company’s brandand image, causing the company to need to build
a wholenewbrandand identity to recapture its place in the market.
• Food labelling is a pretty poor way of making peopleeat more healthily. The idea assumes
that peopleactually read the label – which quiteoften, they don’t.

38. BRAND 1: HARTLEY’S

39. Primary packaging Secondary packaging
Tertiary packaging

40. BRAND 2: INTERHALCO

41. Primary packaging Secondary packaging
Tertiary packaging

42. BRAND 3: KISSAN

43. Primary packaging Secondary packaging
Tertiary packaging

44. BRAND 4: HERO

45. Primary packaging Secondary packaging
Tertiary packaging

46. BRAND 5: MaLing

47. Primary packaging Secondary packaging
Tertiary packaging

48. DIFFERENCIATION BETWEEN VAROUS JAMS
(analysis)

49. Basis Hartley’s InterHalco Kissan Hero MaLing
Color Green, white, silver Red, white Red, white Blue, white Blue, white, red
Appearance Squeeze bottle Blister pack Sachet Glass bottle Tin
Levels of packaging 3 3 3 3 3
Eco-friendly no no yes yes yes
Other packaging type Glass bottle _ Glass bottle _ _
Material used at
different levels
Primary- Plastic
Secondary-
cardboard Tertiary-
cardboard
Primary-blister
Secondary-
cardboard Tertiary-
cardboard
Primary- Aluminum
(foil) Secondary-
cardboard Tertiary-
cardboard
Primary-glass
Secondary-
cardboard Tertiary-
cardboard
Primary- Metal
(aluminum)
Secondary-
cardboard Tertiary-
cardboard
Flavours offered Blueberry, raspberry,
apricot, strawberry,
blackcurrant,
pineapple, black
cherry
Orange, apricot,
strawberry, mixed
fruit, pineapple,
cherry
Mixed fruit, mango,
pineapple, orange
marmalade,
strawberry
Blackcurrant,
apricot, black cherry,
red raspberry,
strawberry, bitter
orange, forest berry,
red currant,
blackberry,
blueberry
Melon
Country of origin U.K. Oman India Switzerland China

50. SAMPLE SURVEY
This survey is regarding the product Jam, its usage, packaging & features. This will take 2-3
minutes of your time.
NAME: AGE:
1. Do you Purchase Jam?
i. Yes
ii. No
2. What is your age group( in years)
i. 10-17
ii. 18-33
iii. 34-49
iv. 50-65
v. More than 65
3. Which brand of Jams do you prefer to buy?
i. Kissan
ii. Hero
iii. InterHalco
iv. Hartley’s
v. MaLing
4. What type of packaging do you prefer for Jam?
i. Plastic
ii. Glass
iii. Metal
iv. Aluminum (foil)
v. Blister
5. Do you reuse or keep the packaging of certain products for household use?
i. Yes
ii. No
1. What is the price range that you prefer for Jam?
i. Less than 5 Dirhams
ii. 5-10 Dirhams
iii. 10-15 Dirhams
iv. More than 15 Dirhams
2. How often do you buy Jam?
i. Once a month
ii. Once in every 2 months
iii. Not sure
3. What is your yearly consumption of Jam?
i. 5-10 bottles
ii. More than 10
4. What flavor Jam do you mostly buy/like?
i. Mixed fruit
ii. Strawberry
iii. Pineapple
iv. Other
5. Do you pay attention to the labelling on packages before purchasing a product?
i. Yes
ii. No
iii. Depends on what the product is

51. 1. How content are you with the packaging of your Jam?
i. Very satisfied
ii. Satisfied
iii. Satisfactory
iv. Dissatisfied
2. Which information on the packages of Jams is important to you?
i. Ingredients
ii. Expiry date
iii. Nutritional facts
iv. Other
3. On a scale of 1 to 10 how important is packaging of a product to you?
i. 1-3
ii. 4-6
iii. 7-10
4. Which feature attracts you the most while selecting your preferred brand?
i. Quality/taste
ii. Price
iii. Packaging
iv. Brand
5. Does packaging influence you to buy your product?
i. Strongly agree
ii. Agree
iii. Disagree
iv. Strongly disagree
v. Depends on what the product is

52. SURVEY ANALYSIS

53. 1. Do you purchase Jam?
ANSWER NUMBER OF
CONSUMERS
YES 17
NO 3
85%of the consumers purchase jamwhile 15%do not.

54. 2. What is your age group?
AGE (IN YEARS) NUMBER OF CONSUMERS
10-17 16
18-33 1
34-49 2
50-65 1
MORE THAN 65 0
80% of the consumers are in the age group of 10-17, 10%in 34-49, 5% each in 18-
33 and 50-65 and 0% in more than 65.

55. 3. Which brand of Jamdo you prefer to buy?
BRAND NUMBER OF CONSUMERS
KISSAN 11
HERO 3
INTERHALCO 2
HARTLEY’S 2
MALING 2
55%of the consumers prefer to buy Kissan Jam, 15%Hero, and10%each prefer
InterHalco, Hartley’s and MaLing.

56. 4. What type of packaging do you prefer for Jam?
TYPE OF PACKAGING NUMBER OF CONSUMERS
PLASTIC 2
METAL 1
ALUMINUM (FOIL) 0
BLISTER 1
GLASS 16
80% of the consumers prefer glass packaging, 10%prefer Plastic, 0% Aluminum(foil)and
5% eachprefer Blister and Metal.

57. 5. Do you reuse or keep the packaging of certain products for
household use?
WHETER THE PACKAGING
OF CERTAIN PRODUCTS IS
REUSED
NUMBER OF CONSUMERS
YES 14
NO 6
70% of the consumer reuse the packaging, while 30%do not.

58. 6. What is the price range that you prefer for Jam?
PRICE RANGE NUMBER OF CONSUMERS
LESS THAN 5 DIRHAMS 2
5-10 DIRHAMS 10
10-15 DIRHAMS 6
MORE THAN 15 DIRHAMS 2
50% of the consumers 5-10 Dirhams as the price range for jam, 30%prefer 10-15 Dirhams,
10%eachpreferless than 5 Dirhams and more than 15 Dirhams.

59. 7. How often do you buy Jam?
PURCHASE FREQUENCY NUMBER OF CONSUMERS
ONCE A MONTH 4
ONCE IN EVERY 2 MONTHS 9
NOT SURE 6
47%of the consumers purchase JamOnce in every 2 months, 32%aren’t sure and 21%
oncea month.

60. 8. What is your yearly consumption of Jam?
YEARLY CONSUMPTION NUMBER OF CONSUMERS
5-10 BOTTLES 20
MORE THAN 10 BOTTLES 0
100%of the consumersconsume 5-10 bottles of jamyearlyand 0% consume more than 10
bottles.

61. 9. What flavor Jamdo you mostly buy/like?
JAM FLAVOR NUMBER OF CONSUMERS
MIXED FRUIT 10
STRAWBERRY 7
PINEAPPLE 1
OTHER 2
50% of the consumers prefer mixed fruit, 35%strawberry, 5% pineappleand 10%prefer
other flavors.

62. 10. Do you pay attention to the labelling on packages before
purchasing a product?
PAYING ATTENTION TO THE
LABELLING AND PACAKGING OF THE
PRODUCT BEFORE PURCHASE
NUMBER OF CONSUMERS
YES 10
NO 3
DEPENDS ON WHAT THE PRODUCT IS 7
50% of the consumers pay attention to the packaging and the labelling of a product before
purchase, 35%don’t and 15% say it depends on what the product is.

63. 11. How content are you with the packaging of your Jam?
SATISFACTORY LEVEL NUMBER OF CONSUMERS
VERY SATISFIED 6
SATISFIED 14
SATISFACTORY 0
DISASTISFIED 0
70% of the consumers are satisfied with the packaging of their Jam, 30%are very satisfied
and 0% eachfeel it’s satisfactory or are dissatisfied.

64. 12. Which information on the packages of Jams is important
to you?
INFORMATION ON
PACKAGES
NUMBER OF CONSUMERS
INGREDIENTS 6
EXPIRY DATE 11
NUTRITIONAL FACTS 3
OTHER 0
55% of consumer look at the expiry date is important on jampackages, 30% the
ingredients, 15%nutritional facts and 0% other.

65. 13. On a scale of 1 to 10 how important is packaging of a
product to you?
IMPORTANCE OF
PACKAGING
NUMBER OF CONSUMERS
1-3 2
4-6 8
7-10 10
50% of the consumers rate the importance of packaging in the scale of 7-10, 405 in the scale
of 4-6 and 10%in the scale of 1-3.

66. 14. Which feature attracts you the most while selecting your
preferred brand?
ATTRACTIVE FEATURE NUMBER OF CONSUMERS
QUALITY/TASTE 8
PRICE 5
PACKAGING 3
BRAND 4
40%of the consumers are attracted by the brand whileselecting their preferredbrand, 25% by
the price, 20%by the brandand 15%by the packaging.

67. 15. Does packaging influence you to buy your product?
INFLUENCE OF PACKAGING
TO BUY A PRODUCT
NUMBER OF COMSUMERS
STRONGLY AGREE 7
AGREE 7
DISAGREE 2
STRONGLY DISAGREE 0
DEPENDS ON WHAT THE
PRODUCT IS
4
35%of consumers each agree and strongly agree that packaging influences themto buy a
product, 20%say that it depends on what the product is, 10%disagree and 0% strongly
disagree that packaging influences themto buy a product.

68. CONCLUSIONOF RESPONDENT’S SURVEY:
1. 85%of the consumers purchase jam while 15%do not.
2. 80%of the consumers are in the age group of 10-17, 10%in 34-49, 5%each in 18-
33 and50-65 and 0%in more than 65.
3. 55%of the consumers prefer to buy KissanJam, 15%Hero, and10%eachprefer
InterHalco, Hartley’s and MaLing.
4. 80%of the consumers prefer glass packaging, 10%prefer Plastic, 0%Aluminum
(foil) and 5%eachprefer Blister and Metal.
5. 70%of the consumer reuse the packaging, while 30%do not.

69. 6. 50%of the consumers 5-10 Dirhams as the price range for jam, 30%prefer 10-15
Dirhams, 10%each prefer less than 5 Dirhams andmore than 15 Dirhams.
7. 47%of the consumers purchase JamOnce in every 2 months, 32%aren’t sure
and21%once a month.
8. 100%of the consumers consume 5-10 bottles of jam yearly and0%consume
more than 10 bottles.
9. 50%of the consumers prefer mixedfruit, 35%strawberry, 5%pineapple and
10%prefer other flavors.
10. 50%of the consumers pay attention to the packaging and the labelling of a
product before purchase, 35%don’t and15%say it depends on what the product is.

70. 11. 70%of the consumers are satisfiedwith the packaging of their Jam, 30%are
very satisfiedand0%eachfeel it’s satisfactory or are dissatisfied.
12. 55%of consumer look at the expiry date is important on jampackages, 30%
the ingredients, 15% nutritional facts and0%other.
13. 50%of the consumers rate the importance of packaging in the scale of 7-10,
405 in the scale of 4-6 and10%in the scale of 1-3.
14. 40%of the consumers are attractedby the brand while selecting their
preferredbrand, 25%by the price, 20% by the brand and 15%by the
packaging.
15. 35%of consumers each agree andstrongly agree that packaging influences
them to buy a product, 20%say that it depends on what the product is, 10%
disagree and0% strongly disagree that packaging influences them to buy a
product.

71. INTERVIEWWITH RETAILER
• At ZOOMsupermarket,Remalmall(Al Ain)

72. Q1. What is your name? And what post do youhold in this branch of ZOOMand since
when?
Ans. My name is Hasan and I’ve been working here as the store manager since 2008.
Q2. Howare the sales of Jamin this branch of ZOOM?
Ans. Spreadablejams are selling good
Q3. What according to youhas been the highest selling Jambrand in your years of
service?
Ans. Hero Jams
Q4. Why do you think this brandis the highest selling?
Ans. Affordableprice and good quality comparedto other jams.

73. Q6. Do you think people find Jamswith better product package as a better quality product?
Ans. Yes. Glasspackagingis attractive to consumersbecause they give a classic look to the product.
Q7. What flavor jams do consumersmostly buy?
Ans. Mixed fruit and strawberry
Q8. Do youhave any productswith eco-friendly packagingin your store?
Ans. Yes
Q9. In your opinion whichinformation on the packagesof Jams is important?
i. Ingredients ii.Expiry date
iii. Nutritional facts iv. Other
Q10. Does packaginginfluence a consumer to buy a product?
i. Strongly agree ii. Agree
iii. Disagree iv. Strongly disagree
v. Dependson what the product is

74. CONCLUSION OF INTERVIEW WITH RETAILER:
 The sale of jamsis quite good.
 Hero Jams is the best-sellingbrand.
 Hero jamshave affordable price and are of good quality.
 Packagingis veryimportant as to bringan instant response in the customer’smind.
 Peopledo find Jamswith betterproduct package as a better quality product.

75.  Mixed fruit and strawberry are highest selling flavors.
 There are products with eco-friendlypackaging.
 Expiry date on Jampackages is important.
 Packaging stronglyinfluences a consumer to buy a product.

76. CONCLUSION:
− Packaging deals with activities of planning and designing of different means of packing the products.
− The purpose of product packaging is to protect the productfromdamage.
− Product packaging not only protects the product during transit fromthe manufacturer to the retailer, but
it also prevents damage while the productsits on retail shelves.
− There are three levels of packaging: Primary, Secondary & Tertiary
− There are various types of packaging like: Plastic, Metal, Cardboard, Glass, Foam, Blister etc.
- Various kinds of Packaging strategies are: unique Packaging, functional Packaging, and safe Packaging
etc.
- The American Marketing Association defines a brandas “A name, term, design, symbol, or any other
featurethat identifies one seller’s good or service as distinct fromthose of other sellers. The legal termfor
brand is trademark. A brandmay identify one item, a familyof items, or all items of that seller. If usedfor
the firmas a whole, the preferredtermis trade name.”

77. − According to AMA, “Labeling in thebroader sense has been ruledto include spokeninformation and
separatepromotional pieces, if theyserve the information purposeand are closely allied to the product.”
− The function of putting identificationmark of the producton its package is called 'labeling'.
− In other words, to put certain mark, or pasteor tag with certain instruction or descriptionon its package
is called labeling product.
− Food labelling is a pretty poor way of making people eat more healthily. The idea assumes that people
actually read the label – which quiteoften, theydon’t.

78. APPENDIX: