PJ enterprises decided to launch a new range of washing machine with inbuilt water softener which can be used effectively in the areas where the water is hard. Instead of marketing the product by generic name, the company has decided to call it 'easy wash'.
Identify the marketing function highlighted above.
Answer & explanation
Correct answer: option 1
The correct answer is option 1- Branding.
The marketing function highlighted in the above scenario is Branding.
By naming the washing machine "Easy Wash," PJ Enterprises is creating a unique identity for the product. Branding involves giving a product a specific name, symbol, or design that distinguishes it from other products in the market. In this case, the name "Easy Wash" helps differentiate the new range of washing machines with the added feature of an inbuilt water softener, making it more memorable and appealing to consumers.
Branding: A very important decision area for marketing of most consumer products is whether to sell the product in its generic name (name of the category of the product, say Fan, Pen, etc.) or to sell them in a brand name (such as Pollar Fan or Rottomac Pen). Brand name helps in creating product differentiation, i.e., providing basis for distinguishing the product of a firm with that of the competitor, which in turn, helps in building customer’s loyality and in promoting its sale.