Question

Ayush and Rhea were passionate about sustainable agriculture and healthy living. They wanted to start a business selling organic produce. They had a small farm in a rural area where they began growing fresh organic produce and herbs. In the beginning, they faced challenges in marketing their organic products. They realized that their high quality produce needed better presentation and a strong identity to stand out in a competitive market. They named the business ‘Earthy Store' which indicated the products' benefits and qualities and reflected the values of the business - sustainability and health. They chose a 'logo' that incorporated elements of nature and used earthy colours to convey their organic commitment. They designed and developed eco-friendly biodegradable bags and reusable containers to courier their products to the customers. They also added a personal touch by including handwritten notes in each bag. They also designed and developed product stickers with detailed information about organic certification, nutritional benefits, date of manufacture, date of expiry, etc. The stickers so developed were put on the bags and reusable containers for customers' convenience. ‘Earthy Store' created a user-friendly website and established a strong media presence to inform potential customers about their products and persuade them to buy the same. Within a couple of months, they had built a loyal customer base which made them earn profits even in a competitive environment. In a year, they were able to secure contracts with local grocery stores and restaurants. Quoting lines from the above paragraph, identify and explain the three functions of marketing discussed in the above case.

Answer 1

Functions of marketing: 
(i) Branding: - Branding is the process of giving a name, term, sign, symbol, design, or some combination of them, to the product.
- “They chose a 'logo' that incorporated elements of nature and used earthy colours to convey their organic commitment.” 
OR 

“They named the business ‘Earthy Store' which indicated the products' benefits and qualities and reflected the values of the business - sustainability and health.” 
(ii) Packaging and Labelling:
- Packaging refers to the act of designing and producing the container or wrapper of a product.
- Labelling refers to designing and developing the label to be put on the package. It may vary from a simple tag to complex graphics.
- “They designed and developed eco-friendly biodegradable bags and reusable containers to courier their products to the customers”
OR 

“They also designed and developed product stickers with detailed information about organic certification, nutritional benefits, date of manufacture, date of expiry, etc.” 
(iii) Promotion:
- Promotion refers to informing the customers about the firm’s product, its features, etc., and persuading them to purchase these products.
- “'Earthy Store' created a user-friendly website and established a strong media presence to inform potential customers about their products and persuading them to buy the same.”