Name: Mark Kipyegon

Admission number: 1028975

Course Title: Marketing Management (CMK: 221)

Course Instructor: Mr Benjamin Mulili

 1. Elaborate on five benefits associated with packaging, labelling, and branding. Further, discuss
the main elements associated with branding (20 Marks).
PACKAGING

(a) Packaging helps companies identify themselves in the market and what they sell, it also provides
customers information on aspects such as product contents
(b) Packaging helps to protect the contents of a product from physical damage and for storage purposes
(c) Packaging helps a firm to sell their products based on size and quantity through differentiation.
(d) Packaging products is essential for transportation purposes.
(e) Consumers are more likely to buy a packaged product which has a pleasing look.

LABELLING
(a) Labelling communicates to customers how to use the product.
(b) Labelling can contain additional information to consumers such as free delivery to encourage them to buy
hence boosting sales
(c) Labelling in food and beverage products informs the customer on when the product is due to go bad.

BRANDING
(a) Branding can be used for promotional aspects such as attaching discounts on products to entice buyers
(b) Branding assists companies to build a relationship with its customers for example Isuzu builds machinery
products for farmers.
(c) Branding creates referral customers when a company product is good and appeals to some customers
(d) Branding increases business value as it may be used to attract investors to invest in the business.
(e) Branding creates a trustworthy appearance as a well branded product is more likely to be purchased from
a mediocre branding strategy.
(f) Branding creates a sense of employee satisfaction as they are more likely to be motivated to work from a
company with a reputable brand name.

2. Identify four stages of a product life cycle and discuss how to manage each stage.
 (a) Introduction

This is the period when the product is introduced in the market for the first time. During this time a lot of
resources and capital is used to promote the product and encourage target consumers to buy or try out the
product. Demand for the product may be less as people may not know about the product and lack of well
established distribution channels. Sales are also very low.

(b) Growth

During this stage, increase in sales can be seen as more customers have become aware of the product. Additional
promotional tactics are used to counter competitor companies. The product is also tweaked in terms of features
and functions based on customer reviews in the introduction stage.

(c) Maturity

During this stage demand is very high and markets cover a large geographical area. Distribution is also done in high
capacity through sales personal. Companies need to innovate in order to retain their customers and also have
competitive prices for their products. Competition at this stage is very stiff.

(d) Decline

During this stage the products sales starts decreasing this can be attributed to factors such as low demand,
consumer’s lack of interest or the introduction of a better alternative by other competitors. The company may be
forced to discontinue the product or create a fresh look and also change its prices.