Product mix meaning, layers of product, goods, types of goods, service, types of services, branding, brand strategies, label, kinds of label, packaging, types of packaging.

1. Made by – Anhad Kamal

2. PRODUCT MIX
• Product element of marketing mix represents
the tangible and intangible elements offered
to a customer in order to satisfy his need.
• It involves decisions concerning the quality,
size,range,package,brand name,label,warranty
and services,etc.
• In simple words, product means what a seller
sells and what a buyer buys.

3. Layers
• CORE BENEFIT – It is the basic or
fundamental benefit that the
consumer seeks in a product or
service. For example,
transportation is the basic benefit
for which a car is bought.
• EXPECTED BENEFIT – It is the
benefit in the terms of product
attributes which the customer
expects while buying a product. For
ex, fuel efficiency is the benefit
expected by a car user.
• AUGMENTED BENEFIT – It means
the additional features which the
marker offers in order to exceed
customer expectation. For ex a car
seller may offer interest free loan.

4. GOODS
• Goods are tangible items that are consumed
directly or used in the production of other
goods.
• Goods are tangible. They have a shape, size,
weight, colour, etc.
• Goods are separable from the producer and
seller. There is usually a time gap between
their production and consumption.

5. Types of goods
• CONSUMER PRODUCTS – These products are
used directly by the ultimate consumer. These
are meant for personal use. On the basis of
time and efforts buyers spend in purchasing
consumer products may be classified as
under:

9. • INDUSTRIAL PRODUCTS – These products are
meant for use in manufacturing other
products. They arre meant for non personal
and business use. Industrial products may be
classified as under:

10. RAW MATERIALS
These are
converted into
finished items. For
example sugarcane
used in
manufacturing
sugar and cotton
used in
manufacturing
cloth are raw
materials.

11. OPERATING SUPPLIES
These do not
become a part of
finished product
but are used in
manufacturing.
Nuts, bolts, nails,
paints, lubricating
oil, paper, clips,
heating fuel are
examples of
supplies.

12. INSTALLATIONS
These consist of
heavy machinery,
factory sites,
production lines,
mainframe
computers, trucks
and other item of
high capital value.

13. FABRICATED PARTS
These are pre-
produced items
that become part
of finished
product. Tyres for
automobiles, laces
for shoes, mouse
for computers, etc.
are examples of
fabricated parts.

14. SERVICES
Service mean the activities, benefits and
satisfactions which are offered for sale. When
you travel by aero plane you use airline
service.
• Services are intangible
• Services are perishable
• Services are inseparable
• Services are heterogeneous or variable

15. TYPES OF SERVICES

16. BRANDING
• Branding is the process
of assigning a
distinctive name or
symbol to a product by
which it is to be known
and remembered
• A brand is a name,
term, sign, symbol or
design or a combination
thereof used to identify
the goods or services of
a seller and to
differentiate them from
competitors.

17. •A brand name
consists of words,
numbers, or letters
which can be
pronounced, e.g.
saffola, maggi, uncle
chips, etc.
•A brand mark refers
to symbols, designs,
marks, etc which can
only be seen but not
pronounced, e.g.
swoosh of nike, devil
of onida, etc.

18. BRAND STRATEGIES

20. LABELLING
• The term labelling means designing a label to
be put on the package. A label is a small slip
placed on the product to denote its nature,
content, ownership, destination, etc.
• It is medium through which manufacturer
gives necessary information to the user.
• A label plays a important role in making the
packaging and branding functions meaningful.

21. KINDS OF LABELS

22. PACKAGING
• Packaging refers to covering, wrapping,
crating, filling or compressing of goods to
protect them from spoilage, pilferage,
breakage, leakage, etc.
• Packaging facilitates the branding and labeling
of a product.
• In recent years packaging has in itself become
an industry and various types of containers
have been devised to secure better results.

23. Primary package
Secondary packaging
Transportation packaging