Product, Classification of Products, Product Line and Product Mix

Amity Business School
Product, Classification of Products, Product Line and Product Mix
What is a Product?
A product is any tangible, intangible offering that might satisfy the needs or aspirations of a consumer. A product has 3 basic levels Core Product: This answers WHY the buyer should have it. It is also called as Generic Requirement.
Purchasing agents do not buy drills, they actually buy its ability to make same size holes
Theodre Levit
Core Benefit
The generic product concept has two key issues: 1.Its consumers view of what a given product represents. 2.The aspiration of consumer differ from place to place and time to time. Eg. For someone Washing Machine would be: comfort in washing the cloths, some, tough wash, some complete dryer
Tangible Specifications
Tangibility is added to the core product in the form of features, style, color, design, efficiency etc. Eg. The Color of the machine The Electricity consumption Detergent Consumption Capacity Quality .
Augmented Features
This fulfill more of psychological or esteem needs. Eg. Brand Name Services provided Warranty Credit Terms etc.
Classification of ProductsBusiness School Amity

The classification of the product depends upon the TANGIBILITY and DURABILITY found in an offering. Typical classification of Product:
Service Durable Non Durable
Non Durable Products
Products that are consumed fast and are purchased on a regular basis. The consumer here spends minimum time and effort in comparing and buying the item. Consumer Products are further classified according to its use: Personal, Family and Household as Convenience, Shopping and Specialty.
FMCG
Fast Moving Consumer Goods are the Non Durable Goods. Eg. Sot Drinks, Chips, Ice Creams etc. The consumer shows minimum effort in buying these articles. FMCG is further sub divided into 3 Classes
Staples These are goods purchased on a regular basis. Eg. Soap, Pulses, Toothpaste etc Whenever the stock is about to end the consumer buys these products again.
Impulse Goods These are the goods which are purchased without planning or search Our external stimuli provokes us to buy these products. Eg. Cold drinks, Chocolates, Chips. Most of the time the consumers aim is not buying the product solely but when spots them, feels, attracted and ends up in buying them.
Emergency Goods These goods are purchased when the need arises. Eg. Umbrellas in rainy season, Pullovers in winters etc.. The marketers tries for a very good distribution chain, as the sales is not the same throughout and whenever the need arises, the product should be available at maximum places
Characteristics of FMCG Consumers Point
FMCG has a very low shelf life 1. Frequent Purchases: Salt, Rice, Chocolates 2. Low Involvement: The consumer will buy an alternative if the brand ask for is not available. Exceptions to the rule: Products like Cigarettes, Personal Hygiene Products, Brand Loyalty.
Characteristics of FMCG Marketers Point
High Volumes The volume of the product required is very high. Eg. An average family may require 3-4 Soaps a month Imagine No. of family using it in the whole country??? If the organization cannot ensure high sales volume, they will have difficulties in surviving.
Low Margins As the product is required in high volume, there is an intense competition which makes the marketer sell the product with very less margin. They earn through high volume sales to maximize their turnover.
The Key Becomes High Volumes Low Margins.
Extensive Distribution Networks Consumer preference in FMCG products are not that rigid. Recall plays a very important role. Brand Loyalty is not very high. Consumer allows shopkeeper to decide for him. Due to all this it becomes very important for the marketer to make its product available at maximum place possible.
High Stock Turnover It is a characteristic feature of FMCG. It is because these products are bought frequently or on a regular basis. Which in turn allows the marketer to rotate the capital invested.
Product Mix
It is the set of product lines and items that a particular company offers to buyers. The Width of product mix refers to how many different product lines a company carries. Product Line: It is a group of products that is closely related because they perform a similar function, targeted at the same customer groups, marketed through same channel.
Eg. Products line of P & G : Detergents Bathing Soaps Shampoos Disposable Diapers etc. If, Pantene comes in 4 variants in 3 different sizes, the depth of the product mix becomes 4 X 3 = 12. This can also be referred as Stock Keeping Units (SKUs)
Consistency of a product mix refers to how closely related the various product lines are to the end user. The Width, Depth and consistency of product mix enables the company to define the Product Portfolio.
Product Line
Line Stretching Downward Stretch : It takes place when the company finds a particular segment (Lower) which is un-attended by the existing product. And introduces a product to cater that lower segment. Upward Stretch : It is when company a company enters Upper market through Line Extension.
Line Filling : A product line can be extended by adding more items to the existing range. Reasons: Reaching for more profits Trying to satisfy dealers who complain about lost sales due to missing items in the line Trying to utilize excess capacity Trying to offer a full line of the production Trying to plug holes in the positioning map.
Line Modernization : Modernization is carried out continuously as competitors are constantly growing and coming out with new products and ideas. In this process an Organization should not be too early, if so, It can harm the existing product or late so that competitors already have a hold in the market.
Line Featuring Its about featuring a particular product of the product line, so as to increase foot falls and then making the consumer exposed to other products too.
Growth Strategies for FMCG
Multi-brand Strategy When a company nurtures number of brands in a single category. Strategy: To capture as much market share as possible by trying to cater as much possible segments. Eg. HUL Bathing Soaps: Names?????? P&G Shampoos? Names?????
Product Flanking Basically offering same product in different and price combinations to tap diverse market opportunities.
Brand Extensions This enables the company to enter new product categories more easily. Eg. Lifebuoy: Lifebuoy Plus, Lifebuoy Liquid, Lifebuoy Gold. Eg. Amul: Amul Butter, Amul Ghee, Amul cheese, Amul Milk, Amul Chocolates
Building Product Lines Companies add related new product line to the existing Line. Eg. Britannia: It has all Baked food items which are increasing. Have also added milk products to its kitty.
New Product Development Its due to ever increasing Competition in the market
Innovations in Core Product The life of a FMCG product is short. The marketer continuously tries to introduce new products and a consumer is also open to try new products.
Long Term Outlook Eg. Kelloggs
Extending the PLC Expanding Markets by Usage a.Increase the Number of Customers b.Encouraging more consumption. Wide distribution Network
Advertising and Media Coverage Sales Promotion Sales Pomotions offer a direct incentive to buy more in the short term.
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Amity Business School