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 PRODUCT

• anything that can be offered to a market to satisfy a want or

need.

• It may be physical goods, services, experiences, events,

persons, places, properties, organizations, information and
ideas.

• Product like. Computer, mobile, motor-car, software etc.

 PRODUCT LEVELS: THE CONSUMER VALUE
HIERARCHY

Core benefit
Basic product
Expected product (attributes &conditions)
Augmented product
Potential product
  PRODUCT CLASSIFICATION

Product classification on the basis of characteristics.

1.Durability and tangibility.

 Nondurable goods.
 Durable goods.
 Services.

2.Consumer goods classification.

 Convenience goods.
 Shopping goods.
 Specialty goods.
 Unsought goods.

3.Industrial goods classification.

 Materials and parts.
 Capital items (installations & equipment).
 Supplies (paint, coal, lubricant) and business services (maintenance and repair items).
 PRODUCT V/S BRAND
• PRODUCT is anything that can be
offered to the market that may
satisfy the need, want, and
demand of a certain individual or
market.
• Product is more than just a
material object. It is also an
inclusive package of benefits or
satisfactions that the consumer or
buyer may achieve upon purchase
or usage.
• A product is the total amount of all
physical, psychological, symbolic,
and service attributes. Several
examples of products are the
following: hamburger, fries, and
soft drink.
• BRAND is a symbolic manifestation of
all the information connected with a
company, product, or service. A brand
is typically composed of a name, logo,
and other visual elements such as
images, colors, and icons.
• brand puts an impression to the
consumer on what to expect to the
product or service being offered. In
other application, brand may be
referred as a trademark, which is
legally an appropriate term.
• 'brand' is a symbol of a product (Coca-
Cola), service (airtel bharti), company
(dell) or even an individual (Michael
Jackson) to identify what it is.
  PRODUCT MIX

• it also called a “product assortment”.

• the set of all products and items a particular seller offers for sale.

• It consists of various product lines.

• For example:- product mix of Nirma ltd.consists of fabric-care products,

personal care products, food products, and scouring products.

• Product mix has certain width, length, and consistency.

 PRODUCT WIDTH, LENGTH, DEPTH, CONSISTENCY

• Width- how many different product lines the company carries(11).

• Length- the total number of items in the mix(25).

• Depth- how many variants are offered in the line (lux> jojoba, almond,
honey in milk cream, sandal saffron)(1-4).

• Consistency- how closely related the various product lines are in the end
use ,production requirements, distribution channels, or some other way
(hp computer & printer).
 ₪ PRODUCT MIX WIDTH AND PRODUCT LINE LENGTH FOR HUL LTD

Product – mix width

Home and personal care foods

P personal wash laundry skin care hair care oral care deodorants colour cosmetic
tea Coffee foods ice creams
R
O Lux surf excel fair & lovely sunsilk naturals pepsodent axe lakme
D lifebouy rin ponds clinic plus close up rexona
brook Bru kissan kwality
U bond walls
C
liril wheel lipton knorr
T anapurna
L
I hamam
N
E
breeze
L
E
N dove
G
T back.
Pears
H
rexona
PRODUCT MIX OF ITC
BPL

BPL
Ϋ PRODUCT MIX FOR CONSTRUCTION COMPANY
 PRODUCT MIX FOR ELECTRONIC COMPANY WITH THE SALES
ẅ PRODUCT MIX FOR WED
 PRODUCT MIX CONTINUE…..

PRODUCT MIX IN MALL FOR CHILDREN PRODUCT MIX IN OUR MOBILE

 ◌ PRODUCT MIX DECISION
 Decision to Change the product mix.

• Product mix is a combination of products manufactured or traded by the same

business house to reinforce their presence in the market, increase market share and
increase the turnover for more profitability.

• One of the realities of business is that most firms deal with multi-products .This helps
a firm diffuse its risk across different product groups Also it enables the firm to appeal
to a much larger group of customers or to different needs of the same customer
group.

• Like.. Videocon, ITC, rahejas.

  PRODUCT LINE

• Develop a basic platform and modules that can be added to meet different
customer requirement.

• A group of closely related products with similar attributes to the target

markets.

• For example:- car manufacturers build their cars around a basic platform,
home builders show a model home to which buyer can add additional
features, series of nokia mobiles.

• Product line managers need to know the sales and profits of each item in their
line in order to determine which items to build, maintain, harvest, or divest.
 * PRODUCT-LINE ANALYSIS
 On the basis of sales and profits.
 Core product (high sales-high 60

percentage contribute to sales and

promoted). 50
 Staples (low sales-no promotion).
 40
Specialties (low sales volume-high
s ale s

profit
promoted ). 30
 Convenience items (high sales- less pro fits
promotion ). 20

10
 Market profile (positioned again
competitor's line ) 0
1 2 3 4 5
p ro d u ct ite m

Product-item contributions to a product line's total sales and profit

  PRODUCT LINE LENGTH
 company objectives influence product-line length.

1. Induce up selling.
( for example.. Maruti 800 to alto and Zen, nokia).

2. Cross selling.
( hp = printer > printing papers > computers, everyday torch > power).

3. Protects again economic up down.

( Hindustan unilever ltd., Raymond, tata )

4. High market share and growth.

( reliance ltd., Colgate> shorter lines > high profit)
THANK YOU