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Branding strategy




Deliverables:
 Develop Corporate Gift Packs (keeping in mind Product Bundling and Price Points)
   Develop Gift Packs for retail stores and e-retail



                                                                      Submitted by

                                                                 Indushri Gokak

                                                                 Karan Sharma




                                             1
Table of Contents



A.   Suggested changes-----------------------------------------------3
B.   Materials------------------------------------------------------------5
C.    Corporate gift packaging---------------------------------------5
D.   Corporate gift bundling----------------------------------------10
E.   Suggestions for packaging-------------------------------------13
F.   Contacts of special handmade product dealers---------14




                                  2
A. Suggested changes

Shape and size of the NEEV soap

The present NEEV soap has a simple cubicle design. Although simple to manufacture it hinders
the drying of the soap. A more compact design (read rounder) would facilitate the drying
process thereby reducing the wastage. Also the area is comparatively less. By maintaining the
same weight of the soap, the thickness can be reduced and added to the area (length *
breadth).

We suggest a rounder shape on the lines of Dove soap
which rests firmly with the help of its shape which
ensures less wastage due to the presence of water.



These are some of the international soap designs
which we think are useful and viable.




Theme designs




                                              3
Theme based Product-Bundling
Another niche market that can be explored through a multiple design model is event/season
specific packaging. Few examples are mentioned below.

The idea is to provide the customers with an entire
experience rather than just a product.

Love theme:

Heart shaped rose soaps along with other NEEV
goodies.




Season Themes:

Summer theme: Lemon grass soap in the shape of the
sun. The fresh lemon grass fragrance complements the
shape of the soap.




                                        Winter them: Patchouli’s deep musky essence would
                                        accentuate the wintery look and feel of the soap.




                                               4
B. Materials

       Handmade paper                                      Transparent sheet
       Netted cloth                                        Cardboard box
       Threads, ribbons                                    Wooden box


   C. Corporate gift packaging
I feel that herbal handmade soaps should be packaged in such a way that atleast a part of the
soap is visible. Generally the herbal soaps aren’t as plain as the normal soaps. The appearance
of the herbal soap is what makes it attractive to a great extent. The presence of different
ingredients which exhibits different colours with the wavy designs shouldn’t be hidden.



Corporate gift- single pack

Transparent bag (Potli)
The material can be made from a netted fabric or a
very thin fabric such that the soap is visible. The fabric
must be preferably cotton or cotton mix to show that
is a herbal product. I have used a shiny cloth just to
show the model.




                                            The tag around which it is tied can be made from
                                           handicraft thread which is thick and is made of a
                                           contrast dark colour. NEEV tag and the details of the
                                           soap can be attached to the ends of the thread. The
                                           tag can be made from handmade paper which is thick
                                           like a cardboard and is matches well with the herbal
                                           soap.

Cost: The cloth and the thread won’t cost more than Rs.10




                                                  5
The thread to be used is shown below.               The label can be placed inside as shown below




The main disadvantage of this packaging is that it might get crushed when bundled together. To
avoid this we can place the first layer of soaps at the bottom of the box along with separators
as shown below.




Since corporate gifts should contain a premium packaging, we should give more importance to
it rather than compensating with other aspects such as package bundling and transport.

Regarding display in the stores, I don’t think this packaging would accumulate dust and if so,
can be easily removed with the help of soft brushes.




                                                6
1. Tray model

The soap can be placed in a tray as shown below which is made of a thick handmade paper and
is covered with a transparent sheet. A contrast coloured paper would match well. NEEV tag can
be attached accordingly.

Cost: each handmade paper sheet’s cost varies from Rs.10-20 depending upon the design. The
sheet can easily accommodate 8-10 soaps, hence the packaging cost would be much less for
each soap when compared to the cost of the soap.




   2. Netted bag with a zip



Zip Pouch: The soap can be placed in a netted bag with the net in front to show the soap and
the fabric behind to hold the soap firmly, both attached to a zip. (I couldn’t find a smaller bag
for the soap). NEEV tag can be attached to the zip.




                                                            Cost: The cost of manufacturing the
                                                            packaging cannot exceed Rs. 15




                                                 7
3. Netted cloth

For some special occasions, as a gift , the soap can be
placed in a netted cloth. The soap is placed and tied
with the help of ribbon or if the cloth is made of
cotton, a thick matching thread can be tied.




                                          4. Another model

                                          This type of packaging can be used both for the retail
                                          and for corporate gifts and is easy to transport in large
                                          quantities. Dust can be wiped off easily with soft cloth.



    5. Handmade paper wrapping

Though the packaging is simple, I think it serves the purpose. A part of the soap is visible and it
is easy to pack a lot of soaps and distribute. The details of the soap can be written on one face
of the handmade paper.

Cost cannot exceed Rs 3 per packging, as each handmade paper sheet costs around Rs.10-20
and accommodates 8-10 soaps.




    a)




                                                 8
The above models can be used for the Retail stores and e-retail . The details of the soap and on
the NEEV tag can be placed accordingly.




                                               9
D. Corporate Gift bundling
Bundling can be made of 2 types

   a. Type of products
      Rose pack (Olive Rose soap, Rose olive body wash)
      Aloe Lavender pack ( Aloe Lavender soap and body wash)
      Lemon Grass pack (Lemon grass soap and handwash)

   b. Family pack (soaps, handwash and bodywash )
      For example: 4 different products in a pack: Patchouli soap (100g), Olive Neem shampoo
      (100ml), Lemon Grass handwash (100ml) and Rose Olive bodywash (100ml) – Rs 400 or
      Rs 500 depending upon the type of packaging

       Neem tulsi family pack: one 100g, 75g and two 25g soaps – Rs 300




Packaging

   1. Family pack can be placed in a bigger netted bag like this.




                                              10
2. Ladies pack
      Rose pack can be packaged as shown below, which females might prefer the most. Note
      the transparent cloth through which the products are visible.




   3. Tray packaging

Previous NEEV bundled packaging can be modified as shown below. Please note that the tray
used should be attractive and worth.




                                            11
Also the lower part of the tray should be visible as shown in the picture below.




   4. For a cheaper packaging, the following can be used.




   5. Premium packaging




                                               12
6. Wooden tray

Wood suits well with the herbal theme. Though this might seem costly and opaque, the cost of
manufacturing the wooden box is less. The slide should be kept open to show the products
inside. NEEV label can be attached on the slide.




   E. Suggestions for packaging

We should note that packaging is different for retail shops (Beauty parlours, spa, supermarkets
etc) and corporate gifts ( Archies, Hallmarks etc) and hence the prices.
If I pack a NEEV soap (cost price Rs.80) for retail stores as shown below, I will sell it for Rs. 100 -
120.




                                                  13
But for the corporate gifts , as packaging is the second most important concern we need to
spend accordingly and take care that it is displayed properly in the stores after transporting
with the use of trays between the layers of single packs. If I use the packaging as shown below
for 2 NEEV soaps (cost price Rs. 160) I might charge overall Rs.300- 400 to sell it as a corporate
gift.




   F. Special handmade products dealers: Contact address

   1. Anand book sellers and stationers
      25-B, Khan Market, New Delhi – 110003
      Anand_khanmarket@yahoo.co.in
      011-24698238

   2. Gifts of Love
      S 15, Select Citywalk
      Saket. Delhi
      mail@giftsoflove.in www.giftsoflove.in

   3. Mrs Arora
      79, Tagore Park
      Model town
      Delhi
      Mobile: 9899942234

       Mrs Arora is a wholesale dealer who has a stock of variety of handicraft and imported
       materials and has many contacts about the packaging materials in Delhi.




                                                14

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Branding Strategy Project by FMS Team

  • 1. Branding strategy Deliverables:  Develop Corporate Gift Packs (keeping in mind Product Bundling and Price Points)  Develop Gift Packs for retail stores and e-retail Submitted by Indushri Gokak Karan Sharma 1
  • 2. Table of Contents A. Suggested changes-----------------------------------------------3 B. Materials------------------------------------------------------------5 C. Corporate gift packaging---------------------------------------5 D. Corporate gift bundling----------------------------------------10 E. Suggestions for packaging-------------------------------------13 F. Contacts of special handmade product dealers---------14 2
  • 3. A. Suggested changes Shape and size of the NEEV soap The present NEEV soap has a simple cubicle design. Although simple to manufacture it hinders the drying of the soap. A more compact design (read rounder) would facilitate the drying process thereby reducing the wastage. Also the area is comparatively less. By maintaining the same weight of the soap, the thickness can be reduced and added to the area (length * breadth). We suggest a rounder shape on the lines of Dove soap which rests firmly with the help of its shape which ensures less wastage due to the presence of water. These are some of the international soap designs which we think are useful and viable. Theme designs 3
  • 4. Theme based Product-Bundling Another niche market that can be explored through a multiple design model is event/season specific packaging. Few examples are mentioned below. The idea is to provide the customers with an entire experience rather than just a product. Love theme: Heart shaped rose soaps along with other NEEV goodies. Season Themes: Summer theme: Lemon grass soap in the shape of the sun. The fresh lemon grass fragrance complements the shape of the soap. Winter them: Patchouli’s deep musky essence would accentuate the wintery look and feel of the soap. 4
  • 5. B. Materials  Handmade paper  Transparent sheet  Netted cloth  Cardboard box  Threads, ribbons  Wooden box C. Corporate gift packaging I feel that herbal handmade soaps should be packaged in such a way that atleast a part of the soap is visible. Generally the herbal soaps aren’t as plain as the normal soaps. The appearance of the herbal soap is what makes it attractive to a great extent. The presence of different ingredients which exhibits different colours with the wavy designs shouldn’t be hidden. Corporate gift- single pack Transparent bag (Potli) The material can be made from a netted fabric or a very thin fabric such that the soap is visible. The fabric must be preferably cotton or cotton mix to show that is a herbal product. I have used a shiny cloth just to show the model. The tag around which it is tied can be made from handicraft thread which is thick and is made of a contrast dark colour. NEEV tag and the details of the soap can be attached to the ends of the thread. The tag can be made from handmade paper which is thick like a cardboard and is matches well with the herbal soap. Cost: The cloth and the thread won’t cost more than Rs.10 5
  • 6. The thread to be used is shown below. The label can be placed inside as shown below The main disadvantage of this packaging is that it might get crushed when bundled together. To avoid this we can place the first layer of soaps at the bottom of the box along with separators as shown below. Since corporate gifts should contain a premium packaging, we should give more importance to it rather than compensating with other aspects such as package bundling and transport. Regarding display in the stores, I don’t think this packaging would accumulate dust and if so, can be easily removed with the help of soft brushes. 6
  • 7. 1. Tray model The soap can be placed in a tray as shown below which is made of a thick handmade paper and is covered with a transparent sheet. A contrast coloured paper would match well. NEEV tag can be attached accordingly. Cost: each handmade paper sheet’s cost varies from Rs.10-20 depending upon the design. The sheet can easily accommodate 8-10 soaps, hence the packaging cost would be much less for each soap when compared to the cost of the soap. 2. Netted bag with a zip Zip Pouch: The soap can be placed in a netted bag with the net in front to show the soap and the fabric behind to hold the soap firmly, both attached to a zip. (I couldn’t find a smaller bag for the soap). NEEV tag can be attached to the zip. Cost: The cost of manufacturing the packaging cannot exceed Rs. 15 7
  • 8. 3. Netted cloth For some special occasions, as a gift , the soap can be placed in a netted cloth. The soap is placed and tied with the help of ribbon or if the cloth is made of cotton, a thick matching thread can be tied. 4. Another model This type of packaging can be used both for the retail and for corporate gifts and is easy to transport in large quantities. Dust can be wiped off easily with soft cloth. 5. Handmade paper wrapping Though the packaging is simple, I think it serves the purpose. A part of the soap is visible and it is easy to pack a lot of soaps and distribute. The details of the soap can be written on one face of the handmade paper. Cost cannot exceed Rs 3 per packging, as each handmade paper sheet costs around Rs.10-20 and accommodates 8-10 soaps. a) 8
  • 9. The above models can be used for the Retail stores and e-retail . The details of the soap and on the NEEV tag can be placed accordingly. 9
  • 10. D. Corporate Gift bundling Bundling can be made of 2 types a. Type of products Rose pack (Olive Rose soap, Rose olive body wash) Aloe Lavender pack ( Aloe Lavender soap and body wash) Lemon Grass pack (Lemon grass soap and handwash) b. Family pack (soaps, handwash and bodywash ) For example: 4 different products in a pack: Patchouli soap (100g), Olive Neem shampoo (100ml), Lemon Grass handwash (100ml) and Rose Olive bodywash (100ml) – Rs 400 or Rs 500 depending upon the type of packaging Neem tulsi family pack: one 100g, 75g and two 25g soaps – Rs 300 Packaging 1. Family pack can be placed in a bigger netted bag like this. 10
  • 11. 2. Ladies pack Rose pack can be packaged as shown below, which females might prefer the most. Note the transparent cloth through which the products are visible. 3. Tray packaging Previous NEEV bundled packaging can be modified as shown below. Please note that the tray used should be attractive and worth. 11
  • 12. Also the lower part of the tray should be visible as shown in the picture below. 4. For a cheaper packaging, the following can be used. 5. Premium packaging 12
  • 13. 6. Wooden tray Wood suits well with the herbal theme. Though this might seem costly and opaque, the cost of manufacturing the wooden box is less. The slide should be kept open to show the products inside. NEEV label can be attached on the slide. E. Suggestions for packaging We should note that packaging is different for retail shops (Beauty parlours, spa, supermarkets etc) and corporate gifts ( Archies, Hallmarks etc) and hence the prices. If I pack a NEEV soap (cost price Rs.80) for retail stores as shown below, I will sell it for Rs. 100 - 120. 13
  • 14. But for the corporate gifts , as packaging is the second most important concern we need to spend accordingly and take care that it is displayed properly in the stores after transporting with the use of trays between the layers of single packs. If I use the packaging as shown below for 2 NEEV soaps (cost price Rs. 160) I might charge overall Rs.300- 400 to sell it as a corporate gift. F. Special handmade products dealers: Contact address 1. Anand book sellers and stationers 25-B, Khan Market, New Delhi – 110003 Anand_khanmarket@yahoo.co.in 011-24698238 2. Gifts of Love S 15, Select Citywalk Saket. Delhi mail@giftsoflove.in www.giftsoflove.in 3. Mrs Arora 79, Tagore Park Model town Delhi Mobile: 9899942234 Mrs Arora is a wholesale dealer who has a stock of variety of handicraft and imported materials and has many contacts about the packaging materials in Delhi. 14