The bundle of utilities or the physical and
psychological satisfaction that the buyer
receives is provided by the seller when he
sells a particular product.
Philiphs Kotler defines product as:
“A product is anything that can be offered to a
market for attention, acquisition use or
consumption that might satisfy a want or a
A bundle of utilities consisting of various
product features and accompanying services.
Product mix is a combination of products
manufactured or traded by the same business
house to reinforce their presence in the
market, increase market share and increase
the turnover for more profitability. Normally
the product mix is within the synergy of
other products for a medium size
organization. However large groups of
Industries may have diversified products
within core competency. Videocon, L.G, are
Number of products: The amount of products
that is produced by a particular company.
Range of product: A complete portfolio of
products that a company manufactures
Type of product: A group of items within a
product line that share one of several
possible forms of the product.
Product consistency: It refers to how closely
related the various product lines are in end
use, product requirements, distribution
Product line: A group of products that are closely
related 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.
Product length: It refers to the total number of
items the company carries within its product lines.
Product width: It refers to the number of different
product lines the company carries.
Product depth: It refers to the how many variants
are offered of each product in the line.
A Global electronics and Telecommunications
Second largest electronics manufacturer.
Third largest appliance in the world.
Worlds second largest manufacturer of television
sets and third largest producer of mobile phones.
LG group is the merger of LUCKY and GOLDSTAR,
two Korean companies.
By 2005, LG was among top 100 global brands
and in 2006, LG recorded a brand growth of 14%.
LG‟s display is now the worlds largest plasma
Since its initial years in India, LG has focused on bringing
out new models regularly in its product range. In its first
year of operation in India, LG launched 70 models across a
range of products. In 1997, it introduced its Golden Eye
Technology TV, which had a light sensitive natural
The „eye‟ responded to the changes in lightening in the
room, accordingly and adjusted colour sharpness,
brightness, contrasting and balance them automatically.
Thus, LG showed that it cared for customer health through
its products. LG‟s concern for health of customers was its
unique selling proposition(USP) in the Indian consumer
DIMENSION OF PRODUCT MIX
LG operates its business through 6 divisions. These are
also the product width of LG Electronics. These are:
1. Home appliances
2. Mobile communications
3. Home entertainment
4. Computer products
5. Air conditioning
6. Business solutions
The items that comes in the product width is the product
Home appliances: The home appliances make products like
refrigerators and washing machines. The various home appliances
1. Side by side refrigerator
2. Double door refrigerator
3. Single door refrigerator
4. Washer dryer combos
5. Front load washing machine
6. Top load washing machine
7. Semi automatic washing machine
8. Dish washer
9. Microwave oven
10. Vacuum cleaner
11. Air purifier
12. Water purifier
Mobile communications: LG mobile devices are
made for GSM as well as for CDMA networks
worldwide. The various mobiles are:-
1. Smart phones
2. Touch phones
3. Multi media phones
4. Dual sim phones
5. Basic phones
6. All types of mobile phones
Home entertainment: The home entertainment
makes products like TV‟s, DVD Players etc. For
1. LCD TV
2. Plasma TV
3. Color TV
4. Music system
5. DVD Player
6. LED LCD TV
7. Blue Ray Players
8. Home Theater System
9. PDP Modules
10. OLED Panels
11. USB Memory
12. DVD Records
13. MP3 Players
Computer products: LG provides following computer
2. Flat panel monitors
3. LCD monitors
5. Optical media
Air conditioning: The various types of ACs are:-
1. Split AC
2. Window AC
3. Cassette AC
4. Ducted AC
Business solutions: LG provides various products for
2. Car infotainment
4. Digital signage solutions
5. Security devices
6. Video conferencing
In the latest, LG produced various Greener
Products. They are :
1. Mobile Phone: LG has made mobile phones
environment friendly by replacing harmful
materials with healthy substitutes, at the
same time increasing energy efficiency and
Washing machines: LG electronics has adopted the
Life Cycle Assessment(LCA) system for its product
development and carries out the development of its
eco-products in stages.
TVs: The company has also improved the TV‟s light
efficiency while enhancing the circuit components
and designs, and reducing energy consumption.
Eco-Design: LG‟s eco-design strategies reduce the
environmental impact of a product‟s development,
production and circulation all while improving
efficiency of resources and recyclability and
reducing use of hazardous materials.
Hazardous substances: Since 2005, LG‟s products
have ceased to contain any of the six most
hazardous substances specified by the EU. LG
adheres to strict regulations regarding the
management of hazardous substances in its
Changes in demand of product.
Change in purchasing power or behavior of the
Change in company targets.
The competitor‟s actions and reactions.
Development of by-products at low cost.
Spare marketing capacity.
Financial influences of the firm.
Goodwill of the firm.
Advertising and distribution factors.
Possibility of adding new product to its product line at
Managing the product mix for a company is
very demanding and requires constant
attention. Top management must provide
accurate and timely analysis of their
company‟s product mix so the appropriate
adjustments can be made to the product line
and individual product.