Question

Ariha loves eating good food and for that she generally visits famous restaurants. She is very fond of Kheer and after eating food she requests for Kheer as a dessert. Quite frequently she discovered that Kheer was not available in many restaurants. So she decided to make instant Kheer-mix in various flavours like Mango, Kesar-Elaichi, Malai-Rabri etc. and started selling these in the neighbourhood. The Kheer-mixes became popular in the neighbourhood, as they were easy to make and had a good taste. Now one of her friends suggested that she should consider selling the Kheer-mixes to the retailers and also to the restaurants directly. To achieve this she had to keep a distinctive name to distinguish her Kheer-mixes from that of the competitors, if any.

1. Identify and explain the component of product mix discussed in the above case.
2. Also identify and explain the term through which the name given by her to the product can get legal protection.

Answer 1

1. Component of Product Mix: Branding
   The product mix element that is being examined in this example is "product branding." In this situation, Ariha must give her Kheer-mixes a unique name in order to differentiate them from rivals and increase their marketability. This entails coming up with a distinctive and memorable brand name for her merchandise. Product branding makes it simpler for buyers to recognise and select her product over competing ones, fosters brand identification, and increases customer loyalty.
2. Term for Legal Protection: Trademark
   Ariha's name for her Kheer-mixes can be legally protected under the word "trademark." A trademark is a legal designation that safeguards a product or service's name, logo, or other connected symbol. Ariha can preserve her distinct character in the market and guard against brand infringement by registering a trademark, which guarantees that no other company may use the same or a similar name.