Product line &mix strategies- Product & Brand Management

1. PRODUCT MIX & PRODUCT LINE
STRATEGIES
By: Shibin Oommen Abraham
556 24 A BIMS

2. PRODUCT
A product is anything that can be offered to a market for attention,
acquisition, use or consumption and that might satisfy a want or a need.
A product may be a pure tangible good, services or idea.
A product needs to be relevant: the users must have an immediate use for
it. A product needs to be functionally able to do what it is supposed to, and
do it with a good quality.

3. PRODUCT MIX
» A product mix (also called a product assortment) is the set of all
products and items a particular seller offers for sale.
» A product mix consists of various product lines.
» The Godrej Agrovet division has a wide range of products in animal
feeds, agricultural inputs, horticulture and tissue culture.
» Nirma Ltd consists of fabric care products, personal care products,
food products and sourcing products.
» In each of these categories, the company has different brands and
variants.

4. The product mix has 4 dimensions :
1) Width
2) Length
3) Depth
4) Consistency

5. Product-Mix Width
Home & Personal Care Foods
Persona
l Wash
Laundry Skin
Care
Hair
Care
Oral
Car
e
Deodorants Color
Cosmetic
s
Tea
Coffee
Foods Ice
Cream
Lux
Lifebuo
y
Liril
Hamam
Breeze
Dove
Pears
Rexona
Surf
Excel
Rin
Wheel
Fair &
Lovely
Sunsilk
Natural
s
Pepsode
nt
Axe
Pond’s Clinic Close-
up
Rexon
a
Lakme Brooke
Bond
Lipton
Bru Kissan
Kwality Walls
Knorr
Annapurna
Product Mix Width & Product Line Length of
Hindustan Uniliver Limited
ProductLineLength

6. WIDTH
The width of a product
mix refers to how many
different product lines
the company carries.
The below table shows
a product mix width of
11 lines.

7. LENGTH
 The length of a product mix
refers to the total number of
items in the mix. In case of
HUL it is 25.
 The average length of line
could be also discussed which
is <3 (25/11)
DEPTH
 The depth of a product mix
refers to how many variants
are offered to each product in
the line.

8. CONSISTENCY
» The consistency of the product mix refers to how closely related the
various product lines are in end use, production requirements,
distribution channels or some other way.
» HUL’s product lines are consistent so far as they are consumer goods
that go through the same distribution channels.
» The lines are less consistent however, if someone considers that they
perform different functions to the buyers.

9. PRODUCT
MIX
STRATEGY
The fact that HUL manufactures
diverse assortment of products
such as foods, deodorants, soap,
hair care etc. is not by accident.
In fact it reflects the planned
marketing strategy of the company.
To be successful in marketing,
manufacturers, distributers &
retailers need to adopt carefully-
crafted strategy for managing their
product mixes.

10. Product positioning: Product positioning strategy helps the company to
develop a strong image for its products. Marketers can opt for a variety of
product positioning strategies.
Positioning in relation to the competitors’ product: Some marketers prefer
to put their product directly against that of the competitors particularly
when their product has a solid differential advantage.
Positioning in relation to a product class or exclusive feature: Some
marketers adopt a positioning strategy that puts emphasis on associating
or disassociating its product a class or an attribute. Like Made in US,
Energy saver, Eco Friendly etc.

11. Positioning by Price & Quality: Some garment manufacturers like LP,
Raymond's etc. offer high quality products at a premium price. Whereas in
automotive segment, positioning is done on the basis of exclusive features
like high quality & high price.
Positioning in relation to target markets: Whichever positioning strategy a
company may prefer, it must always give due consideration to the target
market. Using this company may find it more convenient to address the
needs of the people.

12. THANK YOU!!!!