product mix chart

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product mix chart

  1. 1. PRODUCT<br />Good, idea, method, information, object, service, etc., that is the end result of a process and serves as a need or want satisfier. It is usually a bundle of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers to a buyer for purchase.<br />10/12/2010<br />1<br />Marketing by akash<br />
  2. 2. Methods of product differentiation<br />Form Differentiation<br />The size, shape, or physical structure of a product<br />Features differentiation<br />Calculate customer value and company cost<br />Avoid feature fatigue<br />Trim levels (variants)<br />Customization<br />Mass customization <br />10/12/2010<br />2<br />Marketing by akash<br />
  3. 3. PRODUCT MIX<br />10/12/2010<br />3<br />Marketing by akash<br />
  4. 4. Product mix<br />   <br />Definition<br />Range of associated products which yield larger sales revenue when marketed together than if they are marketed individually or in isolation of others.<br />10/12/2010<br />4<br />Marketing by akash<br />
  5. 5. Product mix chart<br />10/12/2010<br />5<br />Marketing by akash<br />
  6. 6. Product mix<br />A company’s product mix has certain <br />Width (How many different product lines)<br />Length (Total number of items in the mix)<br />Depth (How many variants are offered of each product in the line)<br />Consistency (How closely related product lines are)<br />10/12/2010<br />6<br />Marketing by akash<br />
  7. 7. Unilever<br />10/12/2010<br />7<br />Marketing by akash<br />
  8. 8. Product line analysis<br />BCG Matrix can tell you what to do with different products<br />Even advance tools can be utilized for that<br />Product Mapping (similar to perceptual mapping) <br />10/12/2010<br />8<br />Marketing by akash<br />
  9. 9. Product Line length<br />Company objectives influence product line length<br />Up selling (Maruti 800 to Maruti Alto)<br />Cross selling (HP printers and computers both)<br />10/12/2010<br />9<br />Marketing by akash<br />
  10. 10. Line stretching<br />It can be<br />Down market stretch (lower priced versions to be introduced)<br />Up market stretch (High price versions to be introduced)<br />Two way stretch (High and low price versions both)<br />10/12/2010<br />10<br />Marketing by akash<br />

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