Q.'Pushpanjali Ltd.', is manufacturing chocolates, biscuits, cakes and other similar products. The company is not generating enough profits. Saurabh, the Marketing manager of the company got a survey conducted to find out the reasons. The findings of the survey revealed that in spite of better quality, the customers were not able to distinguish the products of the company from its competitors. Though the customers wanted to buy the products of 'Pushpanjali Ltd.' again and again because of its good quality, but they were not able to identify its products in the market. Because of this, the sales of the company could not pick up resulting in inadequate profits. Saurabh, the Marketing manager now realised that 'Pushpanjali Ltd.' had forgotten to take one of the most important decisions related to the product. What decision should 'Pushpanjali Ltd.' take so that its customers are able to identify its products in the market ? Explain the benefits that may result to 'Pushpanjali Ltd.' and its customers if the above decision is taken.
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Start your 14-day free trial to unlock the full solution →Pushpanjali Ltd. must adopt branding — giving its products a distinct name, symbol, or design — so customers can recognise and choose them, which will boost sales and profits.
The problem is clear: Pushpanjali Ltd. makes excellent chocolates, biscuits, and cakes, but customers cannot tell them apart from competitors’ products. Even loyal buyers who want to repurchase are unable to find the company’s items on the shelf. This is a classic case of a product lacking a brand identity. The most important decision Saurabh, the marketing manager, has overlooked is branding — the process of giving a product a unique name, term, sign, symbol, or design (or a combination of these) that identifies it and differentiates it from rivals.
Branding is not just about slapping a logo on a wrapper. It is a strategic decision that creates a personality for the product. For Pushpanjali Ltd., this means choosing a memorable brand name (e.g., “Pushpanjali Treats” or “PJ’s Bakes”), designing a distinctive label and packaging, and perhaps using a trademark symbol. Once done, every chocolate bar or biscuit pack will carry that identity, making it instantly recognisable in a crowded market.
Branding is different from labelling or packaging alone. A brand is the overall identity; the label and package are its physical carriers. Branding helps in product identification and encourages repeat purchases.
Now, what benefits will this decision bring? Let us look at them from two angles: the company and its customers.
Benefits to Pushpanjali Ltd.
First, product identification and differentiation. Once branded, customers can spot Pushpanjali’s products at a glance. This solves the core problem — no more confusion with competitors. Second, brand loyalty and repeat sales. A satisfied customer who likes the taste of a “Pushpanjali” chocolate will look for that specific brand next time. This creates a loyal customer base, ensuring steady demand. Third, premium pricing. A well-known brand can often charge a higher price than unbranded or generic products because customers perceive it as reliable and superior. Fourth, easier introduction of new products. If Pushpanjali launches a new cake or biscuit under the same brand name, existing customers are more likely to try it because they trust the brand. Fifth, legal protection. Registering the brand as a trademark prevents competitors from copying or imitating it, safeguarding the company’s hard-earned reputation. …
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