SlideShare a Scribd company logo
UNIVERSITY OF LUCKNOW
SUBJECT - MARKETING MANAGEMENT
 Set of all product offered for sale by a
company.
 It consist of various product line.
 Any company’s product mix has four
dimension :
1. Width
2. Length
3. Depth
4. Consistency
 Width : Number of different product lines
carries by the company.
 Length : Total number of items in the
product mix of the company.
 Depth : Assortment of size, colour and
models offered in each item of a
product line.
 Consistency : It refers to the relationship of
various product line either in their
end use, production requirement,
distribution
channel or other way.
Product Mix of Hindustan
Unilever Limited
Home & Personal
Care
Beverages
Personal
Wash
Laundry Skin Care
Hair
Care
Oral Care Tea CoffeeDeodorants
Lux
Lifebuoy
Liril
Hamam
Breeze
Dove
Pears
Rexona
Surf excel
Rin
Wheel
Fair &
Lovely
Ponds
Vaseline
Sunsilk
Clinic +
Pepsodent
Close-up
Axe
Rexona Lipton
Brooke
Bond
Bru
A. PRODUCT LINE ANALYSIS
Taking decision regarding whether adding
new product line or not, lengthen the existing
product line or not, analysis of product line is
useful.
0
5
10
15
20
25
30
35
40
45
50
1 2 3 4 5
sales
profit
Product item
%
contribution
to sales
and profit
Product line manager must review the position of
its company’s product line against competitors
lines. Product map
is used to show the position of their items against
competitors items.
D B C
C B
D
X X A
D C
B
X AB
LOW(90) MEDUM
(120)
HIGH
(150)
EXTRA
HIGH(180)
LOW
MED
HIGH
 Line stretching : every company’s product line
covers a certain part of the total possible range,
when company lengthen its product line
beyond current range known as line stretching.
1. Down-Market Stretch
2. Up-Market Stretch
3. Two-way Stretch
 Line Filling : A firm can lengthen its product
line by adding more items with in the present
range
 Product line need to be modernized. In rapidly
changing product markets, modernization is
continuous.
 The product line manager typically select
one or few items in the line to feature.
 Product line manager periodically review the
line for deadwood that is depressing profit.
Product mix

More Related Content

What's hot

Product descision
Product descisionProduct descision
Product descision
ankit@sahgal
 
Chapter12 Setting Product Strategy
Chapter12 Setting Product StrategyChapter12 Setting Product Strategy
Chapter12 Setting Product Strategy
Diarta
 
Products and service decisions marketing
Products and service decisions marketingProducts and service decisions marketing
Products and service decisions marketing
None
 
Product mix
Product mixProduct mix
Product mix
Bench Mate
 
Product Line and Product Mix decisions
Product Line and Product Mix decisionsProduct Line and Product Mix decisions
Product Line and Product Mix decisions
Vijyata Singh
 
Product management
Product managementProduct management
Product management
rajajeet18
 
Product mix
Product mixProduct mix
Product mix
Jeetendra Pathak
 
Product line decisions
Product line decisionsProduct line decisions
Product line decisions
kierasafirah
 
Presentation on product mix
Presentation on product mixPresentation on product mix
Presentation on product mix
AnhadKamal
 
Brand strategies
Brand strategiesBrand strategies
Brand strategies
KabitaGoon
 
The product hierarchy
The product hierarchyThe product hierarchy
The product hierarchy
Lalit Sharma
 
Setting product-strategy
Setting product-strategySetting product-strategy
Setting product-strategy
sherif elkady
 
Creating a product strategy
Creating a product strategyCreating a product strategy
Creating a product strategy
Manohar Gupta
 
Product positioning & competitive advantage
Product positioning & competitive advantageProduct positioning & competitive advantage
Product positioning & competitive advantage
SubheshwarJha
 
Levels of producut ( Marketing )
Levels of producut ( Marketing )Levels of producut ( Marketing )
Levels of producut ( Marketing )
sero210
 
1[1][1].product
1[1][1].product1[1][1].product
1[1][1].product
sureshexecutive
 
Product positioning strategies
Product positioning strategiesProduct positioning strategies
Product positioning strategies
muniswamy Paluru
 
Product
ProductProduct
Product
diptimitra
 
11.4 how can a company build and manage its product mix and product lines by ...
11.4 how can a company build and manage its product mix and product lines by ...11.4 how can a company build and manage its product mix and product lines by ...
11.4 how can a company build and manage its product mix and product lines by ...
Sameer Mathur
 
Lamb N10
Lamb N10Lamb N10
Lamb N10
Laurie Nalepa
 

What's hot (20)

Product descision
Product descisionProduct descision
Product descision
 
Chapter12 Setting Product Strategy
Chapter12 Setting Product StrategyChapter12 Setting Product Strategy
Chapter12 Setting Product Strategy
 
Products and service decisions marketing
Products and service decisions marketingProducts and service decisions marketing
Products and service decisions marketing
 
Product mix
Product mixProduct mix
Product mix
 
Product Line and Product Mix decisions
Product Line and Product Mix decisionsProduct Line and Product Mix decisions
Product Line and Product Mix decisions
 
Product management
Product managementProduct management
Product management
 
Product mix
Product mixProduct mix
Product mix
 
Product line decisions
Product line decisionsProduct line decisions
Product line decisions
 
Presentation on product mix
Presentation on product mixPresentation on product mix
Presentation on product mix
 
Brand strategies
Brand strategiesBrand strategies
Brand strategies
 
The product hierarchy
The product hierarchyThe product hierarchy
The product hierarchy
 
Setting product-strategy
Setting product-strategySetting product-strategy
Setting product-strategy
 
Creating a product strategy
Creating a product strategyCreating a product strategy
Creating a product strategy
 
Product positioning & competitive advantage
Product positioning & competitive advantageProduct positioning & competitive advantage
Product positioning & competitive advantage
 
Levels of producut ( Marketing )
Levels of producut ( Marketing )Levels of producut ( Marketing )
Levels of producut ( Marketing )
 
1[1][1].product
1[1][1].product1[1][1].product
1[1][1].product
 
Product positioning strategies
Product positioning strategiesProduct positioning strategies
Product positioning strategies
 
Product
ProductProduct
Product
 
11.4 how can a company build and manage its product mix and product lines by ...
11.4 how can a company build and manage its product mix and product lines by ...11.4 how can a company build and manage its product mix and product lines by ...
11.4 how can a company build and manage its product mix and product lines by ...
 
Lamb N10
Lamb N10Lamb N10
Lamb N10
 

Viewers also liked

Diffusion of innovation in cbcl
Diffusion of innovation in cbclDiffusion of innovation in cbcl
Diffusion of innovation in cbcl
Rohit Mathur
 
Diffusion Process
Diffusion ProcessDiffusion Process
Diffusion Process
imsadullah
 
Chapter 5 marketing mix i
Chapter 5 marketing mix   iChapter 5 marketing mix   i
Chapter 5 marketing mix i
Thane
 
Product mix factors
Product mix  factors Product mix  factors
Product mix factors
Sam Dias
 
Product Positioning and Product Life Cylce
Product Positioning and Product Life CylceProduct Positioning and Product Life Cylce
Product Positioning and Product Life Cylce
Prashant Mehta
 
New product development & adoption process ppt @ bec doms mba 2010
New product development & adoption process ppt @ bec doms mba 2010New product development & adoption process ppt @ bec doms mba 2010
New product development & adoption process ppt @ bec doms mba 2010
Babasab Patil
 
Product Mix of ITC
Product Mix of ITCProduct Mix of ITC
Product Mix of ITC
Rashika Goyal
 
Adoption process
Adoption processAdoption process
Adoption process
Yagnesh sondarva
 
Product positioning
Product positioningProduct positioning
Product positioning
Mrs Aissa Rim
 
Product mix patanjali
Product mix patanjaliProduct mix patanjali
Product mix patanjali
Rk Sharma
 
Product life cycle
Product life cycleProduct life cycle
Product life cycle
ashishKPD
 
NEW PRODUCT ADOPTION AND DIFFUSION PROCESS
NEW PRODUCT ADOPTION AND DIFFUSION PROCESSNEW PRODUCT ADOPTION AND DIFFUSION PROCESS
NEW PRODUCT ADOPTION AND DIFFUSION PROCESS
Babasab Patil
 
Product mix, strategies and product line designs
Product mix, strategies and product line designsProduct mix, strategies and product line designs
Product mix, strategies and product line designs
harshul_777
 
Rural segmentation
Rural segmentationRural segmentation
Rural segmentation
Partha Chatterjee
 
Product And Its Classifications
Product And Its ClassificationsProduct And Its Classifications
Product And Its Classifications
anujsurana
 
PRODUCT POSITIONING
PRODUCT  POSITIONINGPRODUCT  POSITIONING
PRODUCT POSITIONING
Deepak Pati
 
Product line decisions & Product Life Cycle
Product line decisions & Product Life CycleProduct line decisions & Product Life Cycle
Product line decisions & Product Life Cycle
Manu Antony
 
Product Definition
Product DefinitionProduct Definition
Product Definition
Mark Curphey
 
Unilever: Product Mix & Dimensions (Unilever)
Unilever: Product Mix & Dimensions (Unilever)Unilever: Product Mix & Dimensions (Unilever)
Unilever: Product Mix & Dimensions (Unilever)
Noman Khan - MBA (Aviation Mgt)
 
Presentation on product levels, product mix, Consumer goods classification,Br...
Presentation on product levels, product mix, Consumer goods classification,Br...Presentation on product levels, product mix, Consumer goods classification,Br...
Presentation on product levels, product mix, Consumer goods classification,Br...
Mohammad Raihan Siddique
 

Viewers also liked (20)

Diffusion of innovation in cbcl
Diffusion of innovation in cbclDiffusion of innovation in cbcl
Diffusion of innovation in cbcl
 
Diffusion Process
Diffusion ProcessDiffusion Process
Diffusion Process
 
Chapter 5 marketing mix i
Chapter 5 marketing mix   iChapter 5 marketing mix   i
Chapter 5 marketing mix i
 
Product mix factors
Product mix  factors Product mix  factors
Product mix factors
 
Product Positioning and Product Life Cylce
Product Positioning and Product Life CylceProduct Positioning and Product Life Cylce
Product Positioning and Product Life Cylce
 
New product development & adoption process ppt @ bec doms mba 2010
New product development & adoption process ppt @ bec doms mba 2010New product development & adoption process ppt @ bec doms mba 2010
New product development & adoption process ppt @ bec doms mba 2010
 
Product Mix of ITC
Product Mix of ITCProduct Mix of ITC
Product Mix of ITC
 
Adoption process
Adoption processAdoption process
Adoption process
 
Product positioning
Product positioningProduct positioning
Product positioning
 
Product mix patanjali
Product mix patanjaliProduct mix patanjali
Product mix patanjali
 
Product life cycle
Product life cycleProduct life cycle
Product life cycle
 
NEW PRODUCT ADOPTION AND DIFFUSION PROCESS
NEW PRODUCT ADOPTION AND DIFFUSION PROCESSNEW PRODUCT ADOPTION AND DIFFUSION PROCESS
NEW PRODUCT ADOPTION AND DIFFUSION PROCESS
 
Product mix, strategies and product line designs
Product mix, strategies and product line designsProduct mix, strategies and product line designs
Product mix, strategies and product line designs
 
Rural segmentation
Rural segmentationRural segmentation
Rural segmentation
 
Product And Its Classifications
Product And Its ClassificationsProduct And Its Classifications
Product And Its Classifications
 
PRODUCT POSITIONING
PRODUCT  POSITIONINGPRODUCT  POSITIONING
PRODUCT POSITIONING
 
Product line decisions & Product Life Cycle
Product line decisions & Product Life CycleProduct line decisions & Product Life Cycle
Product line decisions & Product Life Cycle
 
Product Definition
Product DefinitionProduct Definition
Product Definition
 
Unilever: Product Mix & Dimensions (Unilever)
Unilever: Product Mix & Dimensions (Unilever)Unilever: Product Mix & Dimensions (Unilever)
Unilever: Product Mix & Dimensions (Unilever)
 
Presentation on product levels, product mix, Consumer goods classification,Br...
Presentation on product levels, product mix, Consumer goods classification,Br...Presentation on product levels, product mix, Consumer goods classification,Br...
Presentation on product levels, product mix, Consumer goods classification,Br...
 

Similar to Product mix

productmix-yuo can120627024119-phpapp02.pdf
productmix-yuo can120627024119-phpapp02.pdfproductmix-yuo can120627024119-phpapp02.pdf
productmix-yuo can120627024119-phpapp02.pdf
جامعة العلوم والتكنولوجيا - فرع إب
 
Presentationofproductmixdepthlengthwidthandconsistency 140107043235-phpapp01
Presentationofproductmixdepthlengthwidthandconsistency 140107043235-phpapp01Presentationofproductmixdepthlengthwidthandconsistency 140107043235-phpapp01
Presentationofproductmixdepthlengthwidthandconsistency 140107043235-phpapp01
Akhilesh Soodan
 
Lux
Lux Lux
Lux
DOEACC
 
2 Strategic Product Management - Product Mix
2 Strategic Product Management - Product Mix2 Strategic Product Management - Product Mix
2 Strategic Product Management - Product Mix
Rajesh Satpathy, Regional College of Management (RCM), Bhubaneswar
 
Semester project
Semester projectSemester project
Semester project
KaranBhardwaj60
 
Semester project
Semester projectSemester project
Semester project
amrapaliAmrapaliDas
 
Surf Excel 4Ps of Marketing
Surf Excel 4Ps of MarketingSurf Excel 4Ps of Marketing
Surf Excel 4Ps of Marketing
Koushik Dutta
 
Lux Soap
Lux SoapLux Soap
Lux Soap
anandganpaa
 
Hindustan Unilever
Hindustan UnileverHindustan Unilever
Hindustan Unilever
Ahtezaz Parways
 
Marketing
MarketingMarketing
Marketing
tushar3001
 
Muskan mam
Muskan mamMuskan mam
Muskan mam
Pratul Dayal
 
Product mix of amway
Product mix of amwayProduct mix of amway
Product mix of amway
HarshalPatil242
 
HUL PPT
HUL PPTHUL PPT
Product mix & product line strategies
Product mix & product line strategiesProduct mix & product line strategies
Product mix & product line strategies
Shibin Abraham
 
Product mix
Product mixProduct mix
Product mix
akeemboothe
 
Marketing mgmt.pptx
Marketing mgmt.pptxMarketing mgmt.pptx
Marketing mgmt.pptx
NISHTHAPATNI2
 
Plan
PlanPlan
Hindustan Unilever Limited Marketing Strategies
Hindustan Unilever Limited Marketing StrategiesHindustan Unilever Limited Marketing Strategies
Hindustan Unilever Limited Marketing Strategies
Koushik Dutta
 
Product line and product mix of p&g
Product line and product mix of p&gProduct line and product mix of p&g
Product line and product mix of p&g
AnmolMittal36
 
Hindustan Unilever Limited Marketing and Promotional Mix by Haresh Chaudhary
Hindustan Unilever Limited Marketing and Promotional Mix by Haresh ChaudharyHindustan Unilever Limited Marketing and Promotional Mix by Haresh Chaudhary
Hindustan Unilever Limited Marketing and Promotional Mix by Haresh Chaudhary
HareshChaudhary15
 

Similar to Product mix (20)

productmix-yuo can120627024119-phpapp02.pdf
productmix-yuo can120627024119-phpapp02.pdfproductmix-yuo can120627024119-phpapp02.pdf
productmix-yuo can120627024119-phpapp02.pdf
 
Presentationofproductmixdepthlengthwidthandconsistency 140107043235-phpapp01
Presentationofproductmixdepthlengthwidthandconsistency 140107043235-phpapp01Presentationofproductmixdepthlengthwidthandconsistency 140107043235-phpapp01
Presentationofproductmixdepthlengthwidthandconsistency 140107043235-phpapp01
 
Lux
Lux Lux
Lux
 
2 Strategic Product Management - Product Mix
2 Strategic Product Management - Product Mix2 Strategic Product Management - Product Mix
2 Strategic Product Management - Product Mix
 
Semester project
Semester projectSemester project
Semester project
 
Semester project
Semester projectSemester project
Semester project
 
Surf Excel 4Ps of Marketing
Surf Excel 4Ps of MarketingSurf Excel 4Ps of Marketing
Surf Excel 4Ps of Marketing
 
Lux Soap
Lux SoapLux Soap
Lux Soap
 
Hindustan Unilever
Hindustan UnileverHindustan Unilever
Hindustan Unilever
 
Marketing
MarketingMarketing
Marketing
 
Muskan mam
Muskan mamMuskan mam
Muskan mam
 
Product mix of amway
Product mix of amwayProduct mix of amway
Product mix of amway
 
HUL PPT
HUL PPTHUL PPT
HUL PPT
 
Product mix & product line strategies
Product mix & product line strategiesProduct mix & product line strategies
Product mix & product line strategies
 
Product mix
Product mixProduct mix
Product mix
 
Marketing mgmt.pptx
Marketing mgmt.pptxMarketing mgmt.pptx
Marketing mgmt.pptx
 
Plan
PlanPlan
Plan
 
Hindustan Unilever Limited Marketing Strategies
Hindustan Unilever Limited Marketing StrategiesHindustan Unilever Limited Marketing Strategies
Hindustan Unilever Limited Marketing Strategies
 
Product line and product mix of p&g
Product line and product mix of p&gProduct line and product mix of p&g
Product line and product mix of p&g
 
Hindustan Unilever Limited Marketing and Promotional Mix by Haresh Chaudhary
Hindustan Unilever Limited Marketing and Promotional Mix by Haresh ChaudharyHindustan Unilever Limited Marketing and Promotional Mix by Haresh Chaudhary
Hindustan Unilever Limited Marketing and Promotional Mix by Haresh Chaudhary
 

Recently uploaded

INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
Giorgio Chiesa
 
Advertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi SundarAdvertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi Sundar
sakthisundar2001
 
Viapulsa - Content Strategist Assignment
Viapulsa - Content Strategist AssignmentViapulsa - Content Strategist Assignment
Viapulsa - Content Strategist Assignment
Amal Agung Cahyadi
 
Effective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best outputEffective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best output
Vemio Advertising Services
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
Y
 
chemistry-project.pdfxfffffffffffffffffffffffffffffffffffffffffffffffffffffff...
chemistry-project.pdfxfffffffffffffffffffffffffffffffffffffffffffffffffffffff...chemistry-project.pdfxfffffffffffffffffffffffffffffffffffffffffffffffffffffff...
chemistry-project.pdfxfffffffffffffffffffffffffffffffffffffffffffffffffffffff...
sk1987009
 
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
edyaefo
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
rawlensproductionsco
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
Jorge Calmett
 
DTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist AssignmentDTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist Assignment
Amal Agung Cahyadi
 
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdfTransforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Tirupati Gayaph
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
rawlensproductionsco
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
10h6bbc4
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
gokceyesilbas
 
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
omywaf
 
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Isa Lavs
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
Growth Marketing Portfolio - Priyanka Srivastava
Growth Marketing Portfolio - Priyanka SrivastavaGrowth Marketing Portfolio - Priyanka Srivastava
Growth Marketing Portfolio - Priyanka Srivastava
PriyankaSrivastava508477
 
BEST DIGITAL MARKETING AGENCY IN BANGALORE
BEST DIGITAL MARKETING AGENCY IN BANGALOREBEST DIGITAL MARKETING AGENCY IN BANGALORE
BEST DIGITAL MARKETING AGENCY IN BANGALORE
ManuDv1
 
2024 case study-SHEIN Analysis-Final.pdf
2024 case study-SHEIN Analysis-Final.pdf2024 case study-SHEIN Analysis-Final.pdf
2024 case study-SHEIN Analysis-Final.pdf
Sun.Lee
 

Recently uploaded (20)

INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
 
Advertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi SundarAdvertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi Sundar
 
Viapulsa - Content Strategist Assignment
Viapulsa - Content Strategist AssignmentViapulsa - Content Strategist Assignment
Viapulsa - Content Strategist Assignment
 
Effective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best outputEffective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best output
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
 
chemistry-project.pdfxfffffffffffffffffffffffffffffffffffffffffffffffffffffff...
chemistry-project.pdfxfffffffffffffffffffffffffffffffffffffffffffffffffffffff...chemistry-project.pdfxfffffffffffffffffffffffffffffffffffffffffffffffffffffff...
chemistry-project.pdfxfffffffffffffffffffffffffffffffffffffffffffffffffffffff...
 
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
 
DTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist AssignmentDTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist Assignment
 
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdfTransforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdf
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
 
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
 
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
 
Growth Marketing Portfolio - Priyanka Srivastava
Growth Marketing Portfolio - Priyanka SrivastavaGrowth Marketing Portfolio - Priyanka Srivastava
Growth Marketing Portfolio - Priyanka Srivastava
 
BEST DIGITAL MARKETING AGENCY IN BANGALORE
BEST DIGITAL MARKETING AGENCY IN BANGALOREBEST DIGITAL MARKETING AGENCY IN BANGALORE
BEST DIGITAL MARKETING AGENCY IN BANGALORE
 
2024 case study-SHEIN Analysis-Final.pdf
2024 case study-SHEIN Analysis-Final.pdf2024 case study-SHEIN Analysis-Final.pdf
2024 case study-SHEIN Analysis-Final.pdf
 

Product mix

  • 1. UNIVERSITY OF LUCKNOW SUBJECT - MARKETING MANAGEMENT
  • 2.  Set of all product offered for sale by a company.  It consist of various product line.  Any company’s product mix has four dimension : 1. Width 2. Length 3. Depth 4. Consistency
  • 3.  Width : Number of different product lines carries by the company.  Length : Total number of items in the product mix of the company.  Depth : Assortment of size, colour and models offered in each item of a product line.  Consistency : It refers to the relationship of various product line either in their end use, production requirement, distribution channel or other way.
  • 4. Product Mix of Hindustan Unilever Limited Home & Personal Care Beverages Personal Wash Laundry Skin Care Hair Care Oral Care Tea CoffeeDeodorants Lux Lifebuoy Liril Hamam Breeze Dove Pears Rexona Surf excel Rin Wheel Fair & Lovely Ponds Vaseline Sunsilk Clinic + Pepsodent Close-up Axe Rexona Lipton Brooke Bond Bru
  • 5. A. PRODUCT LINE ANALYSIS Taking decision regarding whether adding new product line or not, lengthen the existing product line or not, analysis of product line is useful.
  • 6. 0 5 10 15 20 25 30 35 40 45 50 1 2 3 4 5 sales profit Product item % contribution to sales and profit
  • 7. Product line manager must review the position of its company’s product line against competitors lines. Product map is used to show the position of their items against competitors items.
  • 8. D B C C B D X X A D C B X AB LOW(90) MEDUM (120) HIGH (150) EXTRA HIGH(180) LOW MED HIGH
  • 9.  Line stretching : every company’s product line covers a certain part of the total possible range, when company lengthen its product line beyond current range known as line stretching. 1. Down-Market Stretch 2. Up-Market Stretch 3. Two-way Stretch  Line Filling : A firm can lengthen its product line by adding more items with in the present range
  • 10.  Product line need to be modernized. In rapidly changing product markets, modernization is continuous.  The product line manager typically select one or few items in the line to feature.  Product line manager periodically review the line for deadwood that is depressing profit.