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MCom 2nd Year Contents Of Product Planning Study Material Notes

MCom 2nd Year Contents Of Product Planning Study Material Notes

MCom 2nd Year Contents Of Product Planning Study Material Notes

MCom 2nd Year Contents Of Product Planning Study Material Notes: In this post, we will learn about MCom 2nd Year Contents Of Product Planning Study Material Notes. In MCom 2nd Year there is one of the most important questions comes from Management. You will learn about MCom 2nd Year Contents Of Product Planning Study Material Notes. MCom is a process of development.

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MCom 2nd Year Contents Of Product Planning Study Material Notes
MCom 2nd Year Contents Of Product Planning Study Material Notes


1. Design of a Product. The design of the product should be determined in planning. The design of a product helps to use the product easily because it improves the look of the product and makes it attractive. Many companies develop new designs of products.

For example: The Institute of Ireland whose name is Kilknney Design Workshop developed a new product for distribution in the world market. (MCom 2nd Year Contents Of Product Planning Study Material Notes)

India also established the national design institute for making the product attractive and antique. Indian exporters who want to increase their exports should take service of these institutes. Indian fashion designers and dress designers have made their space in the world market. (MCom 2nd Year Contents Of Product Planning Study Material Notes)

2. Quality. Quality means the attributes which are included in the product. The attributes of the product are hardness, thickness, and length. The quality can be understood by seeing a product and sometimes it is understood by use.

Before the determination of the quality of the product for the world market it should be considered what is the price sensitiveness of different market’s consumer. We can know this through market research. Usually, the consumers of developed countries are more sensitive to price and the consumer of undeveloped countries are less sensitive to price. Different kinds should be determined according to price sensitiveness. (MCom 2nd Year Contents Of Product Planning Study Material Notes)

The condition of Indian exporters is not good with regard to the quality of products, Indian producers show the sample at the time of order and deliver inferior goods or bad goods. Indian exporters have not succeeded in quality control. In 1983, the central government has passed a regulation act for many products. It also includes electronic and engineering products. Quality control is compulsory for these products. (MCom 2nd Year Contents Of Product Planning Study Material Notes)

3. Colour. Colours have an important place in human being’s life to give them psychological satisfaction. Different countries attract different countries. Indian customers like sky blue coffee, coca-cola, pink, yellow, green, etc. bright colours.

Whereas American and European customers like light and simple colours instead of bright colours. They do not like Red, Green, etc. European customer loves light pink, and light coral colours. Chinese likes red instead of white. It is clear that markets have differences because of colours. Which colour is the favourite of one nation but the same colour may be unliked by other countries?

4. Size. The size of the product should also be considered before planning for a world market. The size of the product means quantity and shape. The size of the product may be small, medium or giant. The size of the product should be according to the demand of customers. Some customers demand small and some for giant or medium. Size depends on the use of the product.

Some products should be giant or big for example, Refrigerator should be big because customers want to store more things in the refrigerator and it needs more space another example is mobile phones people want small size phones because they have to take the phone everywhere to be connected with relatives and friends and for business purpose.

5. Brand Name. The brand name has a wide scope in the field of foreign marketing and product development. It includes any name, symbol, word, or design. A foreign customer should be familiar with the product of the exporter. The unique qualities of a product make the product different from competitor products.

American Marketing Definition Association. A brand is a name symbol or design or a combination of these attributes which is int identify the goods or services of one group of sellers and to differentiate them from others.

The brand name gives information about a product. This brand name gives the product separate identification.


The brand includes any term, or symbol intended for the identification of the product. Today, customers are awarded for branded products. Every producer uses the brand name for their long-time marketing. Even products become famous by the brand name.

For example: In India, we take the example of Surf, which is a cloth washing detergent and brand-name of washing detergent. But the customer asks for Surf (brand name) and the shopkeeper gives them washing detergent. It is very interesting that customers use Surf a brand name for other washing detergents. (MCom 2nd Year Contents Of Product Planning Study Material Notes)

So, it is clear from the above example how much a brand name may be famous or popular. Another example of brand name popularity customers uses the brand name Colgate for every toothpaste.


Brand name plays a vital role in international marketing. Marketers should select a brand name carefully. If a marketer becomes successful to establish a position brand, he can earn more profit. Once a brand position is established exporter can plan his sales efforts without falling in price competition. Price. competition reduces profits. A good brand product makes the customers satisfied.

A customer feels proud of using the product of a good brand. Even a customer does not care for price because customers want total satisfaction. This condition is the objective of non-competitive price. A brand name helps to reduce price competition.


A good brand should have the following characteristics:

1. Brand name should be simple and short. A customer wants a short brand name which is easy to use and understand.

2. Brand name should be easy to remember. If a customer forgets the brand name would not be popular and cannot attain a predetermined goal. (MCom 2nd Year Contents Of Product Planning Study Material Notes)

3. Brand name should be easy in pronounce. If the name of the brand is tough to speak, customers will not like to use that brand product because they would unable to ask for that product.

4. The brand name should indicate the particular quality of the product. When a customer gets informed about a brand, the brand should give information about a product. This enforces the customer to buy a product.

5. Brand name should be attractive. It gives a positive effect on customers. If customer attracts by the brand name it will increase the sale and demand for the product. (MCom 2nd Year Contents Of Product Planning Study Material Notes)


Packaging is the container or wrapper of a product. Customers like the product which is good in form and offers customers to serviceable shape. The importance of packaging can be categorised in two parts:

(i) Physical, 

(ii) Psychological

Physically packaging means that it should be easy to store and shipment psychological aspect indicates that packaging helps to increase sales The packaging should fulfil the requirement of 4 groups of people:

(i) Customers, 

(ii) Shippers, 

(iii) Distributors, 

(iv) Host government.

The objective of packaging is to serve the product to all the groups in a proper form. Packaging provides safety and protection to the product and facility in transport. Customer enables to identify the product because of the packaging. Packaging fulfils the following requirements of all groups:

1. Customer Requirements. Different countries have different customer requirements. Socio-cultural aspects affect the customers’ requirements. Customers’ needs and choices should be examined to know the latest fashion and increase the sale. The packaging should be done after the research. The packaging includes the shape of the package. Symbols and figures have to use on it, words and phrases and after examining these aspects carefully packaging should be done in the favour of the host country.

Developed countries’ customers attract by visual look Whereas the customers of developing countries consider the overall physical quality of the package. Most customers kept and used packages as a container. The cost of the package should not be very high otherwise it will adversely affect the sale because the high cost of the package will also increase the cost of the product.

The size of the package is considered for different nations. The size should be according to the uses of the nation.

For example: The eight-ounce jar of coffee is fit for U.S. nations where coffee is frequently used but where coffee is used infrequently the jar can not be sold well. (MCom 2nd Year Contents Of Product Planning Study Material Notes)

Another aspect which affects the package is climate. The climate of different countries is also different or not the same. The package should be done to bear the climate of different countries. The packages have to be reconsidered for shipping to zones of high temperature. If the package would not successful, customers would not like to purchase that product.

It is clear from the above information that packaging is very much useful for both countries.

2. Shipper Requirements. Shipping is the one mode of transportation in which a shipper working in international marketing tries to send the goods or gets goods to his destination without loss and damage. Packaging plays an important role in keeping goods well. If we answer some questions then it will be easy to send the goods safely. Those questions may be:

(i) Where is the shipment going? 

(ii) How far is the destination? 

(iii) What are the net weight and type of load requirements? (iv) Additional requirements are any?

If a shipper work according to the answers to those questions. The goodwill was safely delivered to the destination.

3. Requirements of Distributor. Distributors establish distribution channels to increase the sales and dispersion and conversion of the products. Distribution helps to avoid the theft and damage of goods. The packaging of the shipped goods should be proper. The requirements of domestic and international marketing are the same.

For example: 

(i) Package should be small in size. 

(ii) The package should be easy to handle. 

(iii) It should not have a high cost. 

(iv) It should permit easy and efficient pricing marketing and labelling.

4. Government Requirements. Government requirement includes labelling a marking product. Labelling applies to retail packages. Packaging provides information about the product. It ensures that rules and regulations of the government are strictly followed. Labelling does not affect by marking because it is related to only transport containers.

As we can see products have packaging with two common languages that give information about government requirements which are fulfilled by packages. The nations that adopt the metric system need the provision of information about weight and measure in metric designation, (MCom 2nd Year Contents Of Product Planning Study Material Notes)

Packaging is affected by the above requirements. Packaging fulfils the above requirements of 4 groups.

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