• A product is any thing that can be offered to the market that
satisfy customers needs and wants.
• A product is both what seller has to sell and what buyer has to
• It is a bundle of physical, chemical or intangible attributes that
have the potential that satisfy present and potential customers
• It means goods and services which combination of company
offers to the target market .
• A product is anything that can be offered to market to satisfy a
want or need.
• Product that are marketed include physical good, services,
experiences, events, person, place, properties, organization,
information and ideas
• A product is anything that can be offered to a market for attention,
acquisition, use or consumption that might satisfy a want or need.
• While formulating the marketing strategy, product decision
What to offer?
After sales service
Features of Product
• Associated attributes
• Exchange value
• Customer satisfaction
As the total composite of products offered by a
particular organization, consists of both product lines and
Is a group of products within the product mix
that are closely related, either because they function in a
similar manner, are sold to the same customer groups, are
marketed through the same types of outlets, or fall within
given price ranges
: It refers to the no. of different product lines
the company carries.
: It is the total no. of items the Company
carries within its products lines.
: refer to the no. of versions, offered of each
product in the line.
: refers to how closely related the various
product lines are in end use, production requirements,
distribution channels, or some other way.
• A unique selling proposition (USP) is a description of the
qualities that are unique to a particular product or service and
that differentiate it in a way which will make customers
purchase it rather than its rivals.
• By offering at the lowest price
• By offering the highest quality
• By being exclusive
• By offering the best consumer service
• By offering widest choice
Soap Shampoo Cream Toothpaste
PERSONAL CARE FOOD &
Product Line - 1
Product Mix Width
Product Line -
Product Line Length Product Line
Product Mix Length
(HUL’s )Product policy
Hair care Deodora
Lakme Fair &
Max Sunsilk Axe Surf Liril 3 roses Knorr
Aviance Pond’s toothbrus
Clinic Pond’s Rin Lifebuoy Lipton
Close up Rexona Wheel Lux Lipton
Denim Vim Breeze Lipton
Ala Pears Red
OK Hamam TajMaha
Product mix concepts
Product Mix – set of all products offered by the company for
Product line- a group of related products constitute a product
E.g – Bata had a range of 1138 product lines(2009)
Width of Product mix- no of product lines in the product mix
e.g 10 lines in HUL’s product mix
Length of the product mix is the total no of items in the mix(in
example ,it is 46)
Avg length of a line- total length/no of lines
Product mix concepts
• Depth – the depth of the product mix is the assortment of all
sizes, colours and variations offered for each product in the
– For example- Lifebuoy Active Red comes in three sizes-
125 gms,100 gms and 60 gms cakes
• Consistency : closeness exhibited by the product lines in
production requirements , distribution and end usage
– For example- most of the HUL Product lines are consistent
as they are consumer goods distributed using similar
channels and produced using similar facilities
Product Mix Strategies
Trading up - Offer high priced , prestige products to their
existing product line in an effort to increase the sale of their
low priced products and enhance the company image
E.g. – Lifestyle
Trading down –new products, low priced to the existing line
E.g –Marriot Corporation introduced a new chain of Hotels
called ‘Holiday Inn’ to cater to the needs of not so affluent
Product Mix strategies
• Product line analysis – too short Vs too long
• Company’s objectives affect product line length
• Market share and Higher Profitability
• A company stretches its product line beyond the current range
• It can stretch its product line in either the down market , up
market or both
Down Market stretch – introduce the products at a lower price
E.g – 3 Roses for the lower end market (HUL)
Reasons- Middle market stagnation, potential for growth in
Down market ,aim to tie up with the lower end competitors
Up market stretch
• Enter the high end of the market
• The objective of the firm may be to have higher growth ,
increase its margins, or to simply project itself as a full line
E.g Lipton Yellow Label (HUL) is a high end stretch with Rs
75 for 250 gms tea .
• A company serving in the middle market might indulge in
stretching its product line both ways – upward and downward
What is product mix?
• Product Mix is the total number of product choices a
company offers their customer.
• Large groups of Industries may have diversified products
within core competency.
• Larsen & Toubro Ltd, Godrej, Reliance, ITC etc. in India are
some of the examples.