Name Abid khan

Roll no. 31

Programme BS(HONs)commerce

Semester 3rd (Morning)

Department QACC (Quaid -e- Azam

college of commerce
university of peshawar)
Assignment Marketing( Product Mix
Strategies)

Submitted by Abid khan

Submitted to Sir Adnan Afridi lecturer

at Quaid-e-Azam college of
commerce university of
peshawar
 Product mix strategies
1.Positioning of product examples
a. Volkswagen is a good example of great product positioning.

The company announced the goal of becoming the biggest automaker in the
world. That positions them as a car thats reliable and a company thats
permanent. Buyers feel comfortable knowing they will always be able to get
parts, and the cars will retain their value. VWs ads position themselves by
showing 20-somethings driving the cars, which appeals to the Millennial
Market, the Net Generation, who will be buying cars now and for many
years.

b.Wal-Mart store

Wal-Mart has positioned themselves as the go-to store for the massesWal-
Mart has positioned themselves as the go-to store for the masses. An
amazing marketplace, Walmart carries everything from food to tires. And all
for less money, a position that telegraphs to consumers that you can get
everything you want here you dont need to shop around.

2.Product mix expansion examples

a.Coca-cola & pepsi example

Coca-Cola and Pepsi are remarkable examples of companies who

successfully leveraged core competencies towards expansion into new
markets while knowing when to exploit and/or minimize the risks involved in
such undertakings. Both companies have been able to leverage economies
of scale,expand into new markets, and protect their core brands as well as
warding off the possibility of cannibalization. Although, it is possible to
analyze the successes and failures of Coca-Cola vis--vis Pepsi in product mix
development it is necessary to reference the business culture and track
record of both companies in order to properly understand the strategic
benefits and shortcomings of implementing a steroid-expansion as
opposed to an organic expansion approach.

b.Gillette as an example.
The brand encompasses a number of product lines, including blades and
razors, toiletries, writing instruments and lighters. Individual products exist
within each of the product lines.In other words, Gillette's line of blades and
razors extends to Lady Gillette, Mach 3, Sensor and others. The company's
toiletries line includes Gillette Foamy, Dry Idea and Right Guard, whileits
writing instruments line consists of Paper Mate and Flair. This gives Gillette a
wide product mix.

3.Product mix contraction

a..Amoy food limited company

Amoy Food Limited is a food company in china. it is cooking sauce and condiments
manufacturer in Hong Kong, China. Its products, which now includes foodstuffs such
as frozen foods and instant foods for heating in a microwave oven, but amoy
company eliminte the frozen food because of low sale of frozen food in chine. the
AMOY COMPANY contract the frozen food.this is an example of product mix
contraction

b. Al Ghurair Foods industry

Al Ghurair Foods entered the foods industry sector in 1976 through the creation of
National Flour Mills in Dubai. Al Ghurair Foods is a technologically advanced, multi
product manufacturing enterprise, with market presence in over 20 countries and
with a customer base in 4 continents.

consumer goods

Our retail brands are household names in the Middle East, Africa and Asia.

More

Food Services

Providing the highest level of professional service to hotels, restaurants and

caterers.

More

Industrial

We supply high volume bulk ingredients to food manufacturers and even to

paintmakers.

More

Animal Nutrition
We meet the demands of farmers, poultry and dairy industry across the GCC market

but Al ghuri food limited company eliminated thee animal nutrition in india because
of less demand in india

because of hindu religion. so this is also one example of product mix contraction

4.Trading down and Trading up examples

a.Trading down

Trading downbuying a low-cost brand or private label, or even going

without in categories that are less meaningful to them. Consequently,
people's buying habits do not invariably correspond to their income level.
They may shop at Costco but drive a Mercedes,or they may buy private-label
dishwashing liquid but drink Sam Adams beer. Left in the cold are midpriced
items that fail to distinguish themselves on any of the three rungs of a
product's ladder of benefits. Companies unable to match the prices of low-
cost products or promise the emotional engagement of new-luxury goods
face what we call death in the middle. It may be a retailer like Sears, which
the mass merchandisers and specialists in particular categories of goods are
beating on price, or it may be a cosmetics and personal-care line like Max
Factor, which doesnot deliver on the ladder of benefits or offer a cost
advantage

b.Trading up

Consider, for example, Panera Bread, a bakery caf chain that offers freshly
made sandwiches with seasonal ingredients. Panera customers line up to
spend $6 for a chicken panini and share a meal with friends and colleagues
in pleasant, comfortable surroundings. For the first three quarters of 2002,
Panera's sales were 41 percent higher than they were for the same period of
2001. By contrast, sales at Burger Kingwhere consumers pay about $3 for
a chicken sandwich and sit on hard plastic chairs, were flat. At $750 million,
Panera's projected U.S. sales for 2002are only a fraction of Burger King's $8.5
billion in U.S. sales that year, yet its market capitalization is now about two-
thirds of the $1.5 billion that Burger King was sold for that year.