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Procter & Gamble's Product Lines and Mix Explained
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- 2. CONTENT Logo of Procter & Gamble Founder of Procter & Gamble About Procter & Gamble Product Product line Product line of Procter & Gamble How do product line work? Product line decisions Factor influencing product line decisions Product mix Product mix of Procter & Gamble Product mix :length Product mix :width Product mix :depth Product mix:consistency
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- 4. 4 FOUNDER William Procter James Gamble FOUNDED ON:31 OCTOBER 1837
- 5. 5 ABOUT PROCTER & GAMBLE Headquater:cincinnati,0hio,United States. Area Served:worldwide(except cuba and North Korea). CEO,President & Chairman:David S.Taylor Director:Scott Cook No. of employees:99,000
- 6. 6 PRODUCT A product is anything that can be offered to the market for attention, acquisition, use, or consumption that might satisfy a want or need.
- 7. 7 PRODUCT LINE DEFINITION:- 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 outlet, or fall within given price ranges PROCTEL& GAMBEL Baby Care Family Care Feminine Care Groomi ng Hair Care Skin Care Oral Care Personal Care Fabric Care Home Care Food
- 8. 8 PRODUCT LINE OF PROCTER & GAMBLE Baby Care Feminine Care Family care Skin Care Hair Care Grooming
- 9. 9 PRODUCT LINE OF PROCTER & GAMBLE Personal health care Oral care Fabric care Home care Food
- 10. 10 PRODUCT LINE OF PROCTER & GAMBLE HOW DO PRODUCT LINE WORK? A product-line extension is when someone adds new products into their product line to try to entice new customers to purchase. Marketers also use product lines to gain a competitive advantage. When it comes to marketing, product lines sometimes make up part of an overall marketing strategy.
- 11. 11 PRODUCT LINE DECISIONS Product line decisions are two types:- Product line stretch Product line filling
- 12. PRODUCT LINE STRETCH New Product Present Product Present Product New Product Present Product New Product New Product Downward Stretch Upward Stretch Two-Way Stretch High Low High High Low Low Price Price Price Quality Quality Quality High High High Low Low Low
- 13. PRODUCT LINE FILLING Increasing the product line by adding more items within the present range of the line in order to reach for extra profits, trying to satisfy dealers , trying to use excess capacity, Trying to be the leading full-line company, and trying to plug holts to keep out competitors.
- 14. FACTORS INFLUENCING PRODUCT LINE DECISIONS • Company’s mission , resources and objectives • Design and engineering costs • Inventory carrying costs • Manufacturing Changeover costs • Order-processing costs • Transportation costs • Promotional costs
- 15. 15 PRODUCT MIX DEFINITION:- Product mix or product assortment is a set of total number of products lines that a seller offers in the market to its buyers.
- 16. PROCTEL& GAMBEL Baby Care Family Care Feminine Care Grooming Hair Care Skin Care Oral Care Personal Care Fabric Care Home Care Food ALL GOOD DIAPERS LUVS DIAPERS PAMPERS DIAPER PAMPERS WIPES •BOUNTY PAPER TOWEL •CHARMI N TOILET PAPER •PUFFS TISSUE •ALWAYS Hygiene Product •FIEXFOR M •NUTUREL LA •TAMPAX POCKET PEARL •WHISPER •GILLETTE ULTRA GRIP •GILLETTE FUSION •GILLETTE MACH3 TURBO •VENUS SWIRT •ASSUE •HEAD& SHOULD ER •PANTEN E •HERBAL ESSENC ES •PRELL •OLAY PRODUCT •SAFEGUA RD SOAP •IVORY •OLD SPICE PRODUCT •LAVA SOAP •ORAL-B •CREST •SCOPE MOUTHW ASH •CREST DENTAL CARE •VICKS •ZZZQUIL •PEPTO BISMOL •CLEARB LUE •ARIEL •BOUNC E DRYER SHEET •CHEER •ERA •TIDE •GAIN •DYNAM O •CASCAD E PLATINUM •AMBI PURE •SWIFFER WET •MR. CLEAN •FAIRY DISHWAS HER •Crisco •Folgers •Pringles •Tender Tea •Olean •Mayon •JIF
- 17. 17 DIMENSIONS OF PRODUCT MIX LENGTH WIDTH DEPTH CONSISTENCY
- 18. 18 PRODUCT MIX:LENGTH The length of a product mix means total no. of products within a company’s product line. For Example:- if a company has 11 product lines and each has 4 product variations then product mix length is (11x4) = 44. • Product line length=11 • Product mix length=44
- 19. 19 PRODUCT MIX:WIDTH Width or Breath is the company's product mix that means the total number of product lines that a company offers to sell. EXAMPLE:- PROCTEL & GAMBEL company manufactures eleven different types of products. Like Baby care, Feminine care ,Family care, Grooming ,Hair care, Skin care, Personal health care ,Food items ,Oral care ,Fabric care and Home care. Product mix depth is 11.
- 20. 20 PRODUCT MIX:DEPTH Depth of product mix means the total number of products a company offers within a certain product line. There may be different variations in the product e.g. size. flavor, taste and many other characteristics. AVERAGE DEPTH Suppose a company's first line depth is 8 and second one is 10 the average depth is 9. Gillette's razor and blade product line include brands like Mach 3,Sensor Trac 3, Altra etc.) EXAMPLE:Vicks comes in 9 variants and in 2 sizes ,so depth is 18
- 22. CONCLUSION Successfully expanding a product mix can help a business adjust to changing consumer demand/preferences while reducing product risk and reliance on a single product or product line. This, in turn, generates substantial profits for the firm. On the other hand, poor product mix expansion can result in a detrimental impact on a company's brand image and profitability.
- 23. 23 THANKS!