This document provides information about products, including definitions and classifications. It defines a product as anything that can satisfy a want or need in the market. Products can be classified by type of user (consumer vs industrial), degree of tangibility (non-durable, durable, service), and more. It also discusses product lines, product mix, product line stretching, branding, and the new product development process.

1. PROD
UCT

2. Product
A product is anything that can be offered to
a market to satisfy a want or need, including
physical goods, services, experiences,
events, persons, places, properties,
organizations, information, and ideas.

3. Classifying
Products
• On the basis of Type of User
Consumer goods
Industrial/business goods
• On the basis of Degree of Tangibility
Non-Durable Goods
Durable Goods
Service

4. On the basis of Users

5. On the basis of Degree of
Tangibility

6. Product Line
Product Line
A product line is a group of those
products associated by functions, by
consumer group, by distribution
channel or by price range.
Whole
Milk
Skim
Milk
2%
Milk

7. Product Mix
Product Mix
The total group of products that an organization
makes available to customers
A company’s product mix has certain:
Width:
How many different product lines the company
carries?
Product line length:
Total no. of brands within special product line.

9. Product Line Stretching
Increasing the number
of products within an
existing product range with similar
products that have additional or
different features.

10. Product Line Stretching

11. Types of Line Stretching
Down-Market-Stretching
Moving from upper market to segment below.
Reasons :
• Growth is slow at higher end.
• Initial highly priced product stability.
• Quality image & stretch decreases brings in volume.
• To counter competition.

12. Down-Market-Stretching
Toyota

13. Types of Line Stretching
Upward Stretch:
Moving from low priced product to upper end/
premium products.
Reasons :
• Higher margins at premium Product levels.
• Increased growth rate.
• Positioning as full line manufacturers.

15. Line Filling
A business strategy that involves increasing the
number of products in an existing product to
take advantage of marketplace gaps and
reduce competition.

16. Line Filling

17. BRAND
Band is a “Name, term, sign, symbol or design or a
combination of them intended to identify the goods
and services of one seller or group of seller and to
differentiate them from those of other sellers.”
- American Marketing Association (AMA)

21. New Product
New products are goods and services that differ
significantly in their characteristics or intended
uses from products previously produced by the
firm.

22. What it takes to launch one commercially
successful new product?

23. Reasons for New Product Failures
• Bad Timing
• Too Little Market Attractiveness
• Poor Execution of the Marketing Mix:
Name, Price, Promotion, and Distribution
• No Access to Buyers
• Insignificant Point of Difference
• Poor Product Quality

24. Stages in the New Development Process

25. THE NEW-PRODUCT PROCESS-Idea
Generation
 Customer and Supplier Suggestions
 Employee and Co-Worker Suggestions
 Research and Development Breakthroughs
 Competitive Products

26. THE NEW-PRODUCT PROCESS-Screening
and Evaluation
The first filter in the product
development process, which
eliminates ideas that are
inconsistent with the organization’s
new-product strategy or are
inappropriate for some other reason.

27. THE NEW-PRODUCT PROCESS-Business
Analysis
• if positive, build a prototype
Considerations
in
Business
Analysis Stage
Demand
Cost
Sales
Profitability

28. THE NEW-PRODUCT PROCESS-Development
 “Failure Analysis”
Marketing strategy
Packaging, branding, labeling
Manufacturing feasibility
Final government approvals if
needed

29. THE NEW-PRODUCT PROCESS-Test
Marketing
The limited introduction of a product
and a marketing program to determine
the reactions of potential customers
in a market situation.

30. THE NEW-PRODUCT PROCESS-Commercialization
Most expensive stage
• It is The process of introducing a new
product into the market
• It may involve heavy promotion and filling the
distribution networks with the product.
• Speed as a Factor in New-Product Success

31. QUIZEE

32. 1. PANTENE, GILLETTE, ORAL-B, VICKS ARE
PRODUCT OF WHICH COMPANY
1. Uniliver
2. P&G
3. Dabur Nepal
4. PepsiCo
5. Parle

33. 2. You come first
1. Buddha Airlines
2. Tara Airlines
3. cosmic air
4. Guna air
5. Yeti Airlines

34. 3. To which company does the logo belongs to….
1. WAL MART
2. PepsiCo
3. PAYPAL
4. AT&T
5. KFC

35. 4. Parash khadka, Bike
1. Bajaj
2. Honda
3. Hero
4. Kawasaki
5.Yahama

36. 5. IDENTIFY THE PICTURE
1. Ursul M. Burns (Xerox)
2. Indra Nooyi (PepsiCo)
3. Meg Whitman (Hewleet packard)

37. 6. Who is the Founder of Chaudhary Group….
1. Lunkaran Das Chaudhary
2. Binod Chaudhary
3. Basanta Chaudhary
4. Nirvan Chaudhary

38. 7. Fair & lovely is the product of which company
1. Procter & Gamble
2. Unilever
3. Emami
4. Godrej

39. 8. TO WHICH COMPANY DOES THE LOGO BELONGS TO…
1.NIKE
2.ADDIDAS
3.PUMA
4.KAPPA

40. 9. NISHA ADHIKARI, DAYAHANG RAI & PAINTS…
1. Pashupati Paints
2. Asian Paints
3. G7 Paints
4. Reliance Paints

41. 10. Tasty-Tasty biscuit is a product of….
1. kwality diet
2. Goodlife Biscuit
3. Pashupati Biscuit