Product Management and Product Line decisions

1. PRODUCT
MANAGEMENT
Presented by:
Subheshwar Jha ( BBA/4575/17)
Birla Institute of Technology, Mesra (Noida Campus)

2.  We define a product as anything that can be offered
to a market for attention, acquisition, use, or
consumption that might satisfy a want or a need.
 Products include more than just tangible objects,
such as cars, computers, or mobile phones.
 Broadly defined, “Products” also includes services,
events, persons, places, ideas or mixes of these.
 Thus all the services such as trip to Essel World in
Mumbai, Online investment services by Share
Khan, or an advice from a doctor are also
considered to be product.
WHAT IS A PRODUCT?

3. LEVELS OF PRODUCT AND SERVICES:

4. CORE PRODUCT

5. ACTUAL PRODUCT

6. AUGMENTED PRODUCT

7. PRODUCT AND SERVICE CLASSIFICATIONS:
 Consumer Products:
A. Convenience products.
B. Shopping products.
C. Specialty products.
D. Unsought products.
 Industrial Products:
A. Materials and Parts.
B. Capital items.
C. Supplies and Services.

8. PRODUCT AND SERVICE DECISIONS:
Marketers make product and service decisions at
three levels:
 Individual Product and Service Decisions.
 Product Line Decisions.
 Product Mix Decisions.

9. INDIVIDUAL PRODUCT AND SERVICE
DECISIONS:
 Below shown figure indicates the important
decisions in the development and marketing of
individual product and services.
Product
attributes
Branding Packaging Labeling
Product
support
services

10. PRODUCT LINE DECISIONS:
 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 the given price ranges.
 The major product line decision involves product line
length ~ the number of item in a product line.
 A company can expand it’s product line in two ways: by
line filling or by line stretching.
 Line filling involves adding more items within the present
range and stretching occurs when a company lengthens
it’s product line beyond current range.

11. PRODUCT LINE OF COCA COLA COMPANY

12. PRODUCT MIX DECISIONS:
 The set of all product lines and items that a
particular seller offers for a sale.
 A company’s product mix has three important
dimensions: width, length, and depth.
 Width refers to the number of different product lines
the company carries.
 Length refers to the total number of items the
company carries within it’s product lines.
 Depth refers to the number of versions offered of
each product in the line.

13. PRODUCT MIX OF I.T.C LIMITED

14. THANK YOU!