CONSUMER PRODUCTSConvenience Products o Soft drinks, Magazines, Laundry detergent, etc.Shopping Products o Major appliances, Television, Furniture, Clothing, etc.Specialty Products o Luxury Goods, such as Rolex watches or fine crystalUnsought Products o Life Insurance, Reference books, etc.
INDUSTRIAL PRODUCTSMaterials and Parts Raw materials and parts Manufactured materials and partsCapital Items Installation EquipmentSuppliers and Business services Maintenance and repair items Operating suppliers
PRODUCT MIXThe assortment of products that a company offers to a market Width Length Depth Consistency
PRODUCT MIXWidth – how many different product lines?Length – the number of items in the product mixDepth – The no. of variants offered in a product lineConsistency – how closely the product lines are related in usage
PRODUCT LINE One Product But Used in Different Areas. Lamps: • Table • Ceiling • Track • Desk
PRODUCT MIXProduct Line 1 Product Line 2 Product Line 3 Table Mobile Phone Bag • Kitchen • 2G • Hand • Dining Room • 3G • Travel • Coffee • Dual Sim • Laptop • Outdoor • Touch Screen • Sports • Conference • Android • Sling • Computer • Windows
CONCEPTUALIZATION OF PRODUCT MIX WIDTH Tata Tata Tata Tata Motors Steel Tea DTH# of Lines= 4 D Gemini Bus Bars E Tea P T Truck Plates H Car
PRODUCT MIX EXAMPLE Width (# of Lines)=5 Oral Skin Laundry Foods Tea Care Care Fair & Surf Excel Kissan Brooke Pepsodent Lovely BondDepth Pond’s Rin Knorr Close-up Lipton Vaseline Wheel Annapurna Length (# of items)=13