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Product mix ppt
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Product mix powerpoint

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This will tackle about the Product length, width , depth , consistency etc. It will also include the brands, Trademark and brand name.

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Product mix powerpoint

  1. 1.  A company’s product mix (also called product assortment) is defined as the set of all product lines and items that a particular seller offer for sale to buyers.  A company’s product mix can be described as having a certain width, length, depth, and consistency.  Avon’s product-mix consists of three major product lines: cosmetics, jewelry, and household items. Each product line consists of several sub-lines  Example: cosmetics break down into lipstick, powder, and so on.  All together Avon’s product mix includes 1,300 items. A large supermarket handles as many as 10,000 items, General Electric manufactures as many as 25,000 items.
  2. 2. PRODUCT-MIX WIDTH Detergents Toothpaste Bar soap Deodorant Diapers Coffee Ivory snow Gleem Ivory Secret Pampers Folger’s Tide Crest Camay Sure Luvs Instant folger’s Joy Lava High point Cheer Kirk’s Folger’s flake Oxydol Zest Dreft Safeguard Dash coast Cascade Duz Ivory liquid Gain dawn
  3. 3.  width - how many different product lines the company carries  length - the total number of items in its product mix.  depth - how many variants are offered of each product in the line.  consistency - how closely relate the various product lines are in end use, production requirements, distribution channels or some other way.  The four dimensions of the product mix provide the handles for defining the company’s product strategy  Product-mix planning is largely the responsibility of the company’s strategic planners. They must asses, with information supplied by the company marketer’s, which product lines to grow, maintain, harvest and divest.
  4. 4.  A product mix is made up of various product lines.  A product line is defined as 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.
  5. 5.  A brand is a name, term, symbol, special design  AMA definition  Benefits of Branding :  Identification  Encourage repeat sales.  Facilitates new product introduction
  6. 6.  A brand name is the verbal part of the brand.  A brand mark is the part of the brand that appears in the form of a symbol, design, distinctive coloring, or lettering. It is recognized by sight but cannot be uttered or vocalized.
  7. 7.  A trademark defined as a brand that is given legal protection because, under the law, it has been appropriated tone seller.  One method of classifying brands is on the basis of who owns them – producers or retailers.  For many years, National Brands have been used to describe brands owned by producers, while private brands/Private labels for brands owns by retailers.  Lanham Act of 1964  Sets severe penalties for trademark infringement.  The injured party can sue for triple damages and recovery of any profit.
  8. 8. 1. Suggestive of the product’s characteristics – Its benefits, use, or action. Some names that suggests desirable benefits are Mr. Clean, Softee, Manila Pure, Beauty Rest , and Carefree. 2. Easy to pronounce, spell, and remember. Some simple, one-syllable names include Tide, Coke, Joy, raid and Axe. 3. Distinctive. Some companies begin their brand names with adjectives, like Allied Bank and United Airlines, Distinctive brand names include Swatch, Avon, Nokia, Coke and Porsche. 4. Adaptable to new products that may be added to the product lines. Nokia is clearly a brand name for mobile phones. Ligo has always been known for sardines, but when it expanded its line to soaps, the name lost its sales appeal. 5. Capable of being registered and legally protected. Generic names would not meet this criterion. Example, the word “ice cream” used as a brand name cannot by itself be registered and legally protected.
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This will tackle about the Product length, width , depth , consistency etc. It will also include the brands, Trademark and brand name.

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