This presentation is created as a part of a Marketing internship and is based on Chapter 11- 'Setting Product Strategy" from Kotler book of Marketing Management.

1. Product
And
Brand
Relationship

2. PRODUCT LINE
A group of products
manufactured by a
company that are
closely related
because they
perform functions
in a compatible
manner, sold to
same customer
group or fall within
a price range.

3. PRODUCT MIX
The complete
set of all
products and
items a
particular
company offers
for sale.

4. Managing
Product Mix

5. Width : No. of different product lines
the company carries.
Depth : The number of variants offered
of each product in a product line.
Product Mix Width
ProductMixDepth

6. Length : The total number of items in a
company’s product mix.
Consistency : This describes how closely
related the various products lines are.

7. Product Line
Analysis

8. Managing ‘Sales & Profits’ of each item in
company’s line helps in determining which
items to build, maintain , harvest or divest.

9. Product line managers must review how the
line is positioned against competitor’s line to
enhance ‘Market Profile’.

10. Inferences
from
Product Line
Analysis
Product
Mix
Pricing
Product
Line
Length
Line
Stretching
Line
Filling

11. Product Line
Length

12. ‘Line Stretching’ refers to
lengthening the product line beyond
its current range (whether up, down
or both markets) to attract buyers
from all the segments

13. ‘Line Filling’ means adding
more items within the present
range to ensure tight grip in
the market and keep out the
competitors.

14. Product
Mix
Pricing
Product Line Pricing
Optional-Feature Pricing
Captive-Product Pricing
Two-Part Pricing
By-Product Pricing
Product-Bundling Pricing

15. Created by Niharika Gujela, Delhi Technological University, during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com