Practicing Success
Practicing Success
CUET Preparation Today
| Read the passage given below and answer the following question. (Q 5 ) A venture of Fountainhead Foods, Health Sutra was launched in 2013 to create packaged food with long shelf life and goodness of millets that can easily be incorporated into the contemporary Indian lifestyle. As a relatively new player hopping on the healthy food bandwagon, Health Sutra aimed to enter into retail with their range of millet products. The aim was to create awareness on how millets – an Ancient superfood – can be eaten at every meal and customised to suit today’s lifestyle. Different colours were used to code different types of millets for establishing a brand identity and enabling easy identification. Custom illustrations with different colour palettes were added to signify and personalise each variant. For example, the breakfast bowl and the sun were used to convey the purpose of the product in a simple non-textual manner. And to highlight the raw and unprocessed nature of the product, a transparent window was created to show customers what exactly they were getting. Additionally, a small amount of text which serves to clarify a thought and is designed with a dramatic effect - ‘Millets of India’, was added to highlight its authentic source. |
| Identify the differentiation strategy commonly adopted by marketers when dealing with the products which cannot be easily distinguished in terms of tangible features. |
Labeling Packaging
Advertising
Branding |
| Branding |
| "BRANDR", Norwegian word meaning "to burn" led to the origin of the word "Brand". In olden days, the farmers used to put some kind of an identification mark (using burning hot iron) on the body of the livestock to distinguish their possession from that of others. Similarly, marketers started resorting to branding in order to distinguish their offerings from that of their competitors. |
