The document discusses various aspects of product management including product differentiation, product mix, product line analysis, and line stretching. It defines a product mix as a range of associated products that yield higher sales revenue when marketed together than individually. It also notes that a company's product mix has width, length, depth, and consistency. Product line analysis tools like the BCG Matrix can be used to determine what to do with different products in a company's portfolio. Product line length is influenced by company objectives like upselling and cross-selling related products. Line stretching refers to introducing lower-priced or higher-priced versions of products.

1. PRODUCTGood, idea, method, information, object, service, etc., that is the end result of a process and serves as a need or want satisfier. It is usually a bundle of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers to a buyer for purchase.10/12/20101Marketing by akash

2. Methods of product differentiationForm DifferentiationThe size, shape, or physical structure of a productFeatures differentiationCalculate customer value and company costAvoid feature fatigueTrim levels (variants)CustomizationMass customization 10/12/20102Marketing by akash

3. PRODUCT MIX10/12/20103Marketing by akash

4. Product mix DefinitionRange of associated products which yield larger sales revenue when marketed together than if they are marketed individually or in isolation of others.10/12/20104Marketing by akash

5. Product mix chart10/12/20105Marketing by akash

6. Product mixA company’s product mix has certain Width (How many different product lines)Length (Total number of items in the mix)Depth (How many variants are offered of each product in the line)Consistency (How closely related product lines are)10/12/20106Marketing by akash

7. Unilever10/12/20107Marketing by akash

8. Product line analysisBCG Matrix can tell you what to do with different productsEven advance tools can be utilized for thatProduct Mapping (similar to perceptual mapping) 10/12/20108Marketing by akash

9. Product Line lengthCompany objectives influence product line lengthUp selling (Maruti 800 to Maruti Alto)Cross selling (HP printers and computers both)10/12/20109Marketing by akash

10. Line stretchingIt can beDown market stretch (lower priced versions to be introduced)Up market stretch (High price versions to be introduced)Two way stretch (High and low price versions both)10/12/201010Marketing by akash