The document discusses the characteristics of a product mix and the stages of the product life cycle, providing insights into marketing strategies for different stages. It explains the dimensions of product mix, including width, length, depth, and consistency, and outlines various product-line strategies such as increasing or decreasing the length of a product line. Additionally, it covers branding strategies within the context of product mixes, including family and individual brand names.

1. 1-1
Product Mix

2. 1-2
After studying this chapter you
should be able to:
• Understand the different characteristics of
a product mix.
• Recognize the stages and characteristics of
the product life cycle.
• Identify appropriate marketing strategies
for products in different life cycle stages.

3. 1-3
After studying this chapter you
should be able to:
• Describe the limitations of the product life
cycle concept.
• Discuss different product-mix and product-
line strategies.

4. 1-4
Product Mix
• Product Mix:
– The total assortment of products and services marketed by a firm.
– Eg. Hindustan uniliver offers cosmetics, detergents, beverages etc.
– More than 1000 items in product mix
• Product Line:
– A group of individual products that are closely related in some way.
• Individual Product:
– Any brand or variant of a brand in a product line.

5. 1-5
Product Mix Characteristics
• Product Mix Width:
– The number of product lines in the product mix.
• Product mix Length:
– The number of products in a product line.
– E.g. with in each line 7 detergents, 6 soaps, 5 shampoos
• Product mix depth:
– The number of versions offered for each products in a product
line.
– Colgate in different varieties
• Product Mix Consistency:
– The relatedness of the different product lines in a product mix.
– In terms of distribution channel etc

6. 1-6
Product and Service Strategies

7. 1-7
Product-Line Strategies
• Strategic Alternatives:
1. To increase the length of a product
line.
2. To decrease the length of a product
line.

8. 1-8
Increasing the Product Line
• Downward-stretch Strategy
• Upward-stretch Strategy
• Two-way-stretch Strategy
• Line-filling Strategy
Cannibalization occurs when a new
Product takes sales away from
existing products.

9. 1-9
Decreasing the Product Line
• Product Line Contraction:
– Firms must consider deleting products when:
• They are not successful.
• They reach the decline stage of PLC.
• Long product line marketing costs are too high.

10. 1-10
Product-Mix Strategies
The Product Mix consists of all
product lines and individual products
marketed by the firm.

11. 1-11
Strategic Alternatives
Add New
Product Lines?
Delete Existing
Product Lines?

12. 1-12
Branding Strategies
Product Mix
Branding Strategies
Family Brand
Name Strategy
Individual Brand
Name Strategy
Company
Name
Family Brands or
Product Types
Family & Individual
Brand Name