Professional Documents
Culture Documents
Marketing Mix
Marketing Mix
Target customers
Intended
positioning
Promotion PLACE
Advertising Channels
Personal selling Coverage
Sales promotion Locations
Public relations Inventory
Transportation
Logistics
Product
• Anything that can be offered to the market
for attention, acquisition, use or
consumption that might satisfy a want or
need.
Packaging
De
tion
liv
alla
er
Brand
y
Quality
t
Ins
name Core
level
benefit or
service
Features Design
Core Product Actual
(Core warranty product
Credit
Problem
solving
benefits
Product line
• A group of products that are closely related
because they function in a similar manner, are
said to be for the same customer groups, are
marketed through the same type of outlets or fall
within given price range.
• Product line length:
– the number of different products in a product line
– Depends on company objectives.
– The length of product line can be increased by
Stretching the line
Product mix
• It has four dimension:
– Width
• No of different product lines the company carries;
• P&G: Paper, food, Household cleaning, Medicinal, Cosmetics, Personal care
etc.
– Length
• Total no of items the company carries with in its product line.
• P&G: 11 detergent brands, 8 hand soaps, 6 shampoos, 4 dish washing
detergent.
– Depth
• No pf versions offered of each product line.
• P&G: Crest toothpaste comes in 3 sizes, 2 formulation.
– Consistency
• How closely related the various product lines are in terms of end use,
production requirements, distribution channels etc.
Product Life cycle
13.5%
34% 34%
2.5% 16%
Early early Late
Innovators adopters majority majority Laggards