Product Mix Pricing, Labeling

and Packaging Decision

Presented By

Name : Deeksha Agarwal

Roll No. : 17/659
Rajasthan Technical
University
 Marketing Mix
Product Promotion

Place

Price
 Product Mix
1. Length : Total Products 2. Depth : Product Variations

Ex - ITC Product length Ex - Sunfeast brand depth

ex
3. Consistency is Relationship 4. Product Line

Ex - Coca cola Ex - loreal product line

5. Product width :
Product Mix Pricing Strategies
1. Optional Product Pricing
2. Captive Product Pricing
3. Product line pricing
4. Product bundling pricing
5. Promotional Pricing
Optional Product Pricing
Definition : A method of determining product costs whereby a business sets a low
cost for its most basic product and then profits from selling more costly accessories.

Ex - airlines will charge for optional extras such as guaranteeing a window

seat or reserving a row of seats next to each other.

Usage - IndiGo (6E) , Jet Airways (9W) , Air India (AI)

Captive Product Pricing
Definition :This is strategy used for setting a price for a product that must be used
along with a main product.

Ex - blades with razor

Usage : Gillette brand use this strategy to sells razors

Product Line Pricing
Definition : Where there is a range of products or services the pricing
reflects the benefits of parts of the range.

Usage- Samsung offering different smartphones with different

features at different prices.

Example : Samsung , Apple

Product Bundling Pricing
Definition : Product bundling is offering several products or services for sale as one
combined product or service package.

● It is a common feature in many imperfectly competitive product and service

markets. ... Pursuing a bundle pricing strategy allows you to increase your profit
by giving customers a discount.
● Usage - Include option packages on new cars, value meals at restaurants and
cable TV channel plans, bikes
● Ex - KFC ,McDonalds
Promotional Pricing
Definition : It is the sales promotion technique which involves reducing
the price of a product or services in short term to attract more customers
& increase the sales volume.

Examples : Buy one get one free

● Sale with 20% or 30% off etc.

Usage : Flipkart , Amazon ,
Packaging and
Labeling Decisions
Packaging :
● Packaging Is the science, art and technology of enclosing or protecting
products for distribution, storage, sale, and use.
● Packaging also refers to the process of design, evaluation, and
production of packages.
Purpose of Packaging
● Brand Identification
● Physical Protection
● Barrier Protection
● Containment or agglomeration
● Marketing
● Security
● Convenience
Packaging Decisions
1. Fulfill The objectives : From the perspective of both the firm and
consumers, packaging must achieve a number of objectives:

•Identify the brand,

•Convey descriptive and persuasive information,

•Facilitate product transportation and protection,

•Assist at-home storage, and

•Aid product consumption

It must be confirmed to develop an effective package that these objectives are
fulfilled.
2. Package’s size and shapes 3. Package’s Color,
text and graphics

3. Package’s cushion material

4. Packaging Cost
● Material Cost
● Storage and handling cost of empty packages
● Packaging Operation Costs
● Storages of filled packages
● Transportation cost of filled packages
● Loss and damage Cost
● Insurance Cost
● Effects Of packages on sales
● Obsolescence cost
● Package development cost
Labeling
● Labeling Is any written, electronic, or graphic
communications on the packaging or on a separate but
associated label.
● Sellers must label products.
● The label may be a simple tag attached to the product
or an elaborately designed graphic that is part of the
package.
● The label might carry only the brand name or a great
deal of information
Labeling Decisions
● Brand Name is necessary for the label to contain the brand name.
● It has to be decided that how should that brand name appear on the
product.
● It is advisable to scale the logo as large as possible in keeping with
the overall design, while maintaining a control space around the logo
of 1/2 inch.
● Label , Text ,Graphics and Designs

● Features and Benefits Listing a product key benefits on its

label helps support the brand promise and can help differentiate the
product from others, while reaching out to customers seeking those
particular benefits.
● Weights and Measures
● Instructions for Use : Listing a product key benefits on its
label helps support the brand promise and can help differentiate the
product from others, while reaching out to customers seeking those
particular benefits.
END