The document defines and discusses different aspects of products. It defines a product as anything offered in the market that can satisfy a want or need. It states that a product has more than just physical attributes, but also a personality. It then discusses different ways products can be defined and differentiated, including by variety, quality, design, brand name, packaging and more. It also categorizes different levels of products from generic to customized to augmented. Finally, it outlines the key components that make up a product's personality, such as the core product, associated features, brand name, logo, and packaging.

1. PRODUCT
Aravind
LEAD
College of Management

2. Definision
• Product is a need satisfying offering of a firm .”
Anything that can be offered to market for
attention , acquisition , use , or consumption
that might satisfy a want or need , include
physical objects, services, persons,
organisation and idea is called product “
• Product makes to satisfy one or more
physiological and / or psychological need of
the market at a given moment .

3. • A PRODUCT IS MORE THAN
A PHYSICSAL ENTITITY ; IT HAS A
PERSONALITY

4. Way of defining a product
• Product variety
• Quality
• Design
• Features
• Brand name
• Packaging
• Size
• Services
• Warranties

5. Product Differentiation
• Form - Size, shape, etc
• Features
• Performance quality
• Conformance quality
• Durability
• Reliability
• Reparability
• Style

6. Product attains different level
• GENERIC PRODUCT
• BRANDED PRODUCT
• DIFFERENTIATED PRODUCT
• CUSTOMISED PRODUCT
• AUGMENTED PRODUCT
• POTENTIAL PRODUCT

7. 1. THE GENERIC PRODUCT
 Unbranded product
 Does not have identity through a name
 Not linked to any one maker or owner
Eg :- Rice, bread, atta

8. 2. BRANDED PRODUCT
Have identity through a name
Have packing

9. 3. DIFFERENTIATED PRODUCT
 Enjoys distinction from other similar
products/brands in the market .
 Endorse the brand with some special
attribute/qualities and claims uniqueness
 Differentiation may be tangible
 Maggi, detol soap(PIC)

10. 4. CUSTOMISED PRODUCT
 A product that is adapted to the
requirements of the individual customer
 Eg :- Caller tune
 Bufor car :- Kula-Lumpur produces only 300
of these cars an year . One has to book and
wait .Price stars from $ 250,000 ,
900 man-hours

11. 5. AUGMENTED PRODUCTS
 Improved with value addition
Goes beyond the expectation the customer
Extra features

12. 6. POTENTIAL PRODUCT
 Tomorrow’s product
 Eg : Resent Auto expo , Honda motor
company displayed the humanoid robot
called ASIMO ,it will replace the chauffeur in
Honda cars .

13. Components of product personality
A. CORE PRODUCT
The Core product = Basic product
(no other associated features)
 Other components are superimposed on
this basic product to constitute the total
personality of the product

14. NO FIRM CAN BUILT A GOOD PRODUCT
PERSONALIY WHEN THE BASIC CONSTITUENT
OF THE PRODUCT IS SUB-STANDARD

15. Lesson
THE BASIC PRODUCT CONSTITUENT HAS TO BE
GOOD , IF THE TOTAL PRODUCT PERSONALITY
HAS TO BE EFFECTIVE .

16. Components of product personality
,Ctn…
B. ASSOSIATED FEATURE
Basic feature = Soap
Additional features = Size ,shape, colour , smell
Every additional feature is intended to enhance
the personality of the product .

17. Product features Vs. Product benefit
Hush puppies (Bata)
Product features Customer benefit
• Cow leather uppers • Suppleness and soft
comfort
• Form padding on uppers • Quilted and caressed
comfort
• Leather sock lining • Natural feel and breathable
comfort
• Latex foam
• Shock absorbing comfort
• Polyurethane sole
• Light weight comfort

18. C. Brand Name
Name , term , symbol ,design , or a
combination of them
Helps to identify the goods and services of one
seller from another .

19. D. Logo
 It supports the brand effectively
 It is a brand mark / symbol
 Communicate easily
 It is Mnemonic ( Memory aid)

20. E. Packaging
• For consumer product
• Giving protection to the product
• Giving information about the product
• Adding aesthetics and sales appel
Label :-
 Provides written information about the product
 Helps to understand the nature of the product
, distinctive features , its composition

21. PRODUCT MIX

22. Product mix
Which is larger entity , denotes the complete set
of all products offered for sale by a company

23. Product line
A group of closely related product constitutes
a product line .
The product mix of a company is composed of
all product line
Product Mix
Oral care Hair care Toilet product
Line 1
Line 2 Line 3

24. Width
Number of product line it carries
Width
Orel care Health care Beauty care Life style
Product A Product A Product A Product A
Product B Product B Product B Product B
Product C Product C Product C
Product D Product D
Product E
Product F

25. Length
Length of product line is decided by the number
of different product/brands in the line , in
terms of variants ,shades, models ,pack size
,etc Personal
care
Product A
Product B
Length
Product C

26. Depth
The total number of items under each brand in
the line , in terms of variants, shades, models,
pack size etc 25gm
Pink 50gm
75gm
White
Lux
25gm
Black
50gm
75gm

27. • Line streching
The aim is enter a new price slot and a new
market segment, which is not covered b
existing offers of the firm (eg :philips-Power
house and Powerplay )
1.Up ward stretching – high price
2. Downward stretching - price less ( Hul ,surf is
in high price slot Rs40/kg ,Introduce Sunlight
Rs.26/kg and wheel low price Rs.10/kg)

28. Thank you