Read the following case study and answer the questions.

Sonali, on completing her class XII, planned to start 'pickle making' business with the help of her mother and elder sister. Firstly, she went to the market to analyse the consumer trends, tastes and competitor's products. After the analysis, she started her work on a small scale. She finalised that her pickles would be known by the name of "Chatpata". Her mother suggested that the pickles should be packed in air tight glass jar to ensure freshness as well as purity. Also, these glass jars should be sealed and a hologram should be put on the tag.

She finalised that her pickles would be known by the name of "Chatpata."

Which concept of Marketing is reflected from above?

Branding

The correct answer is Option 1 - Branding.

The concept of Marketing reflected is Branding.

Sonali decides to name her pickles "Chatpata" represents the branding aspect of marketing. "Chatpata" is the brand name that Sonali has chosen for her pickle business, and it will help in creating a brand identity for her product.

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.

OTHER OPTIONS

• Packaging refers to designing and developing the package for the products.

• Labelling refers to designing and developing the label to be put on the package. The label may vary from a simple tag to complex graphics. Packaging and labelling have become so important in modern day marketing that these are considered as the pillars of marketing.

• Pricing: Price of product refers to the amount of money customers have to pay to obtain a product. Price is an important factor affecting the success or failure of a product in the market. The demand for a product or service is related to its price. Generally lower the price, higher would be the demand for the product and vice-versa.