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Product mix

Product Mix

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Product mix

  1. 1. Product - Mix
  2. 2. • A product is any thing that can be offered to the market that satisfy customers needs and wants. PRODUCT TANGIBLE INTANGIBLE
  3. 3. • A product is both what seller has to sell and what buyer has to buy. • It is a bundle of physical, chemical or intangible attributes that have the potential that satisfy present and potential customers wants. • 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
  4. 4. • 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 include:  What to offer?  Brand name  Packaging  Quality  Appearance  Functionality  Accessories  Installation  After sales service  Warranty
  5. 5. Features of Product • Tangible • Intangible • Associated attributes • Exchange value • Customer satisfaction
  6. 6. As the total composite of products offered by a particular organization, consists of both product lines and individual products. 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
  7. 7. : 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.
  8. 8. UNIQUE SELLING PROPOSSITION • 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.
  9. 9. UNIQUENESS • By offering at the lowest price • By offering the highest quality • By being exclusive • By offering the best consumer service • By offering widest choice
  10. 10. Unilever products
  11. 11. Soap Shampoo Cream Toothpaste PERSONAL CARE FOOD & DRINKS TeaIce creamLux Dove Lifebuoy Clear Dove Lifebuoy Close up Pepsodent Cornetto Magnum Lipton Supreme Ponds Dove Fair & Lovely Product Mix Depth Product Line - 1 Product Mix Width Product Line - 2 Product Line Length Product Line Length Product Mix Length Consistency
  12. 12. Product mix strategies
  13. 13. (HUL’s )Product policy Color cosmet ics Skin care Oral care Confe ctiona ries Hair care Deodora nts Soap s & deter gents Toilet Soaps Bever ages food Lakme Fair & lovely pepsoden t Max Sunsilk Axe Surf Liril 3 roses Knorr Annapur na Atta Aviance Pond’s toothbrus h Clinic Pond’s Rin Lifebuoy Lipton yellow label Knorr Annapur na Salt Close up Rexona Wheel Lux Lipton green label Modern foods range Denim Vim Breeze Lipton Ice tea Kwality Wall’s feast Ala Pears Red Label Kwality Wall’s cornetto OK Hamam TajMaha l Sundae’ Dove Brooke Bond Kissan Savlon Bru
  14. 14. Product mix concepts Product Mix – set of all products offered by the company for sale Product line- a group of related products constitute a product line 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
  15. 15. 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 product line – 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
  16. 16. 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 customers
  17. 17. Product Mix strategies • Product line analysis – too short Vs too long • Company’s objectives affect product line length • Market share and Higher Profitability
  18. 18. Line stretching • A company stretches its product line beyond the current range of products. • 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
  19. 19. 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 mfgg firm 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
  20. 20. Presentation on Product Mix of ITC
  21. 21. 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.
  22. 22. ITC PRODUCT MIX FMCG FOOD CIGARETTES LIFESTYLE-retailing STATIONERY PERSONAL CARE SAFETY MATCHES AGARBATH HOTELS WELCOMEGROUP WELCOME HERITAGE FORTUNE LUXURY COLLECTION
  23. 23. ITC PRODUCT MIX • PAPER BOARD AND PACKAGING • AGRI BUSINESS – rural services, leaf tobacco, spices, agri- input
  24. 24. FMCG-ITC FOOD -ashirwad, sunfeast, candyman,bingo, kitchen of india
  25. 25. FMCG ITC-CIGARETTES • INSIGNIA • INDIA KINGS • GOLD FLAKE • SILK CUT • NAVY CUT • CAPSTON • SCISSORS • BRISTOL • FLAKE • BERKERLY
  26. 26. FMCG ITC-LIFE STYLE RETAILING • WILLS LIFE STYLE • JOHN PLAYER • MISS PLAYER
  27. 27. FMCG ITC-EDUCATION & STATIONERY • CLASSMATE • PERFECT CRAFT • EXPRESSIONS
  28. 28. FMCG ITC-PERSONAL CARE • FIAMA D’ WILLS • VIVEL D’ WILLS • SUPERIA
  29. 29. FMCG ITC-SAFETY MATCHES & AGARBATHIS • MANGALDEEP • EXPRESSIONS • I-KNO • EXPRESSION
  30. 30. FMCG ITC-KITCHEN OF INDIA • CURRY PASTES (butter chicken, fish curry,dum aloo) • CHUTNEYS (shredded mango, mango& jeera, mango & garlic • BIRYANIS- (noor mahal, bohri) • DESSERTS- (jodhpuri moongdal halwa, awadhi badam halwa)
  31. 31. ASHIRVAD VARIANTS • FLOUR –aashirvad, select atta, chakki atta • SALT • SPICES – chilli powder, turmeric powder, coriander powder, pickle mirch • INSTANT MIXES- gulab jamun, rawa idli, rice idli, rice dosa, khaman dokla, rasmalai
  32. 32. ASHIRWAD • ATTA • SALT
  33. 33. SUNFEAST VARIANTS • BISCUITS –butter, cashew, crunchy coconut • SNACKY- chilly flakes, classic salted • GLUCOSE- orange, nice, milky magic • DREAM CREAM -choco, vanila, orange, milk cream • GOLDEN BAKERY - choconut, butternut, butter scotch • FIT-KIT – multi-grain, vitamin • PASTA –cheese, pizza, chicken
  34. 34. SUNFEAST VARIETIES
  35. 35. FOODS • MINTO – Mint o fresh , mint o cool blue, orange mint, lemon mint
  36. 36. CANDY MAN • FRUIT FUN • BUTTER SCOTCH LICKS • ECLAIRS • COFITINO • NATKAT MANGO • NATKHAT GUAVA • MANGO LINKS • MAHA MANGO • LACTO
  37. 37. BINGO  POTATO CHIPS – Salted, masala, tomato, chatkila nimbu achar, tandoori paneer tikka  MAD ANGLES – Tomato mischief, chilli dhamaka, achaari masti  HATKE JATKE –Funky masala, tomato twist
  38. 38. LIFE STYLE RETAILING • WILLS LIFESTYLE (wills classic, wills sports, wills clublife, wills signature)
  39. 39. PERSONAL CARE • VIVEL D’ WILLS • FIAMA D’WILLS • SHAMPOOS

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