The document discusses product line definitions and decisions. It provides examples of Jyothi Lab's product lines which include fabric care, dishwash, personal care, and household insecticide ranges. Product line decisions involve stretching or filling a line. Factors influencing these decisions include company objectives, costs, and quality. Product line stretching can be downward, upward, or two-way. Filling involves adding more items. The document also defines product mix as all product lines and items offered for sale. It discusses the width, length, depth, and consistency of a company's product mix using Jyothi Lab as an example.

1. PRODUCT LINE
Vijyata
Assistant Professor
RanchiWomen’s College

2. DEFINITION
A group of products that are closely related
because they function in a similar manner,
are sold to the same customer groups, are
marketed through the same types of outlet,
or fall within given price ranges.

3. PRODUCT LINE OF JYOTHI LAB.
FABRIC CARE RANGE DISHWASH RANGE

4. PRODUCT LINE OF JYOTHI LAB.
PERSONAL CARE RANGE HOUSEHOLD INSECTSIDE

5. PRODUCT LINE DECISIONS
Product line decisions are of two
types :
Product line stretch
Product line filling

6. FACTORS INFLUENCING
PRODUCT LINE DECISIONS
• Company’s mission , resources and objectives
• Design and engineering costs
• Inventory carrying costs
• Manufacturing changeover costs
• Order-processing costs
• Transportation costs
• Promotional costs

7. PRODUCT LINE STRETCHING
Quality
Low
Low
High
High
New
Product
Present
Product
Price
Quality
Low
Low
High
High New
Product
Present
Product
Price
Quality
Low
Low
High
High
New
Product
Present
Product
Price
New
Product
DOWNWARD
STRETCH
UPWARD
STRETCH
TWO-WAY
STRETCH

8. PRODUCT LINE FILLING
Increasing the product line by adding more
items within the present range of the line in
order to reach for extra profits, trying to
satisfy dealers, trying to use excess capacity,
trying to be the leading full-line company, and
trying to plug holts to keep out competitors

9. PRODUCT MIX
The set of all product lines and
items that a particular seller offers
for sale to its buyers is called
Product Mix

10. DIMENSIONS OF PRODUCT MIX
Depth
LengthWidth
Consistency

11. PRODUCT MIX WIDTH
The width of the product mix refers to the number of different product lines
the company carries - 4 in the case of JYOTHI LAB.
FABRIC CARE RANGE DISHWASH RANGE PERSONALCARE RANGE HOUSEHOLD INSECTSIDE

12. PPRODUCT MIX LENGTH
RANGE FABRIC CARE RANGE PERSONAL CARE
RANGE
DISHWASH
RANGE
HOUSEHOLD
INSECTICIDE
ITEM
LIST
1. UJALAWhitener
2. UJALAWashing
Powder
3. Henko mate
Detergent powder
4. Mr.White detergent
powder
5. Chek detergent
cake
1.Margo
2.Margo Glycrine
3.FATalcum powder
4. FA Deodrant
5.FA Perfume for men
6.FA Powder for men
7. NeemToothpaste
1.Prill dishwash
liquid
2. EXO dishwash
cake
3. EXO DishShine
Liquid
4. EXO Scrub
1. MAXO
mosquito
repellent coil
2. MAXO electric
mosquito
repellent
3. Maxo repellent
refill
No. of items = 05 No. of items = 07 No. of items = 04 No. of items = 03
Product Length = 05+07+04+03
= 19

13. PRODUCT MIX DEPTH
The depth is the number of versions
offered by each brand or product in
the line.
Example : Prill liquid dishwash comes in 2 variants
and in 4 sizes, so depth of prill is (2x4 = 8)

14. PRODUCT MIX CONSISTANCY
The consistency of the product mix refers to
how closely related the various product lines
are in end use i. e. production requirements,
distribution channels or some other way

15. THANKYOU!!!
Write to me at vijyata.rwc@gmail.com or comment in the comment box