Product - Mix

• A product is any thing that can be offered to the market

that
satisfy customers needs and wants.

PRODUCT

TANGIBLE INTANGIBLE
• A product is both what seller has to sell and what buyer has to
buy.
• It is a bundle of physical, chemical or intangible attributes
that have the potential that satisfy present and potential
customers wants.
• It means goods and services which combination of company
offers to the target market .
• A product is anything that can be offered to market to
satisfy a
want or need.
• Product that are marketed include physical good, services,
experiences, events, person, place, properties,
organization, information and ideas
• A product is anything that can be offered to a market for
attention, acquisition, use or consumption that might satisfy a
want or need.
• While formulating the marketing strategy, product decision
include:
 What to offer?
 Brand name
 Packaging
 Quality
 Appearance
 Functionality
 Accessories
 Installation
 After sales service
 Warranty
 Features of Product
• Tangible
• Intangible
• Associated attributes
• Exchange value
• Customer satisfaction
 As the total composite of products offered by a
particular organization, consists of both product lines and
individual products.
Is a group of products within the product
mix that are closely related, either because they function in
a similar manner, are sold to the same customer groups, are
marketed through the same types of outlets, or fall within
given price ranges
 : It refers to the no. of different
product lines
the company carries.
: It is the total no. of items the
Company carries within its products lines.
: refer to the no. of versions, offered of each
product in the line.
: refers to how closely related the
various product lines are in end use, production requirements,
distribution channels, or some other way.
 UNIQUE SELLING
PROPOSSITION

• A unique selling proposition (USP) is a description of the

qualities that are unique to a particular product or service
and that differentiate it in a way which will make customers
purchase it rather than its rivals.
 UNIQUENESS

• By offering at the lowest price

• By offering the highest quality
• By being exclusive
• By offering the best consumer service
• By offering widest choice
Unilever products
 Consistency

Product Line - 1 Product Line -

2
Product Mix Width

PERSONAL CARE FOOD &

DRINKS

Product Mix Length

Soap Shampoo Cream Toothpaste Ice Tea
Lux Clear Ponds Close up crea
Cornetto Lipton
Product m
Mix Dove Dove Dove Pepsodent Magnum Supreme
Depth
Lifebuoy Lifebuoy Fair
& Lovely

Product Line Length Product Line

Length
Product mix strategies
 (HUL’s )Product policy
Color Skin Oral Confe Hair care Deodora Soap Toilet Bever food
cosmet nts s& ages
ics care care ctiona deter Soaps
ries
gents
Lakme Fair & pepsoden Max Sunsilk Axe Surf Liril 3 roses Knorr
lovely t Annapur
na Atta

Aviance Pond’s toothbrus Clinic Pond’s Rin Lifebuoy Lipton Knorr

h yellow Annapur
label na Salt

Close up Rexona Wheel Lux Lipton Modern

green foods
label range

Denim Vim Breeze Lipton Kwality

Ice Wall’s
tea feast

Ala Pears Red Kwality

Label Wall’s
cornetto

OK Hamam TajMaha Sundae’

l

Dove Brooke Kissan

Bond

Savlon Bru
 Product mix concepts

Product Mix – set of all products offered by the company for

sale
Product line- a group of related products constitute a
product line
E.g – Bata had a range of 1138 product lines(2009)
Width of Product mix- no of product lines in the product
mix
e.g 10 lines in HUL’s product mix
Length of the product mix is the total no of items in the
mix(in
example ,it is 46)
Avg length of a line- total length/no of lines
 Product mix concepts

• Depth – the depth of the product mix is the assortment of all

sizes, colours and variations offered for each product in the
product line
– For example- Lifebuoy Active Red comes in three sizes-
125 gms,100 gms and 60 gms cakes
• Consistency : closeness exhibited by the product lines in
production requirements , distribution and end usage
– For example- most of the HUL Product lines are consistent
as they are consumer goods distributed using similar
channels and produced using similar facilities
 Product Mix Strategies

Trading up - Offer high priced , prestige products to their

existing product line in an effort to increase the sale of
their low priced products and enhance the company image
E.g. – Lifestyle
Trading down –new products, low priced to the existing line
E.g –Marriot Corporation introduced a new chain of Hotels
called ‘Holiday Inn’ to cater to the needs of not so affluent
customers
 Product Mix strategies
• Product line analysis – too short Vs too long
• Company’s objectives affect product line length
• Market share and Higher Profitability
Product Mix of ITC
 What is product mix?

• Product Mix is the total number of product

choices a company offers their customer.
• Large groups of Industries may have diversified
products
within core competency.
• Larsen & Toubro Ltd, Godrej, Reliance, ITC etc. in India are
some of the examples.
 ITC PRODUCT MIX

FMCG HOTELS
FOOD WELCOMEGROUP
CIGARETTES WELCOME HERITAGE
LIFESTYLE-retailing FORTUNE
STATIONERY LUXURY
COLLECTION
PERSONAL CARE
SAFETY MATCHES
AGARBATHI
 ITC PRODUCT MIX
• PAPER BOARD AND PACKAGING
• AGRI BUSINESS – rural services, leaf tobacco, spices, agri-
input
 FMCG-ITC

FOOD -ashirwad, sunfeast, candyman,bingo, kitchen of india

 FMCG ITC-CIGARETTES
• INSIGNIA • BRISTOL
• INDIA KINGS • FLAKE
• GOLD FLAKE • BERKERL
• SILK CUT Y
• NAVY CUT
• CAPSTON
• SCISSORS
 FMCG ITC-LIFE STYLE RETAILING

• WILLS LIFE STYLE

• JOHN PLAYER
• MISS PLAYER
 FMCG ITC-EDUCATION & STATIONERY

• CLASSMATE
• PERFECT CRAFT
• EXPRESSIONS
 FMCG ITC-PERSONAL
CARE
• FIAMA D’
WILLS
• VIVEL D’ WILLS
• SUPERIA
FMCG ITC-SAFETY MATCHES & AGARBATHIS

• MANGALDEEP
• EXPRESSIONS
• I-KNO
• EXPRESSION
 FMCG ITC-KITCHEN OF INDIA
• CURRY PASTES (butter • BIRYANIS- (noor mahal,
chicken, fish curry,dum bohri)
aloo) • DESSERTS- (jodhpuri
• CHUTNEYS (shredded moongdal halwa, awadhi
mango, mango& jeera, badam halwa)
mango & garlic
 ASHIRVAD VARIANTS

• INSTANT MIXES- gulab

• FLOUR – jamun, rawa idli, rice idli,
aashirvad, select atta, rice dosa, khaman dokla,
chakki atta rasmalai
• SALT
• SPICES – chilli powder,
turmeric powder, coriander
powder, pickle mirch
 ASHIRWAD
• ATT
A

• SAL
T
 SUNFEAST VARIANTS
• BISCUITS –butter, cashew, • DREAM CREAM -choco,
crunchy coconut vanila, orange, milk cream
• SNACKY- chilly flakes, • GOLDEN BAKERY -
classic salted choconut, butternut,
• GLUCOSE- orange, butter scotch
nice, • FIT-KIT – multi-grain,
milky magic vitamin
• PASTA –cheese, pizza,
chicken
SUNFEAST VARIETIES
 FOODS
• MINTO – Mint o fresh , mint o cool blue, orange mint, lemon
mint
 CANDY MAN
• FRUIT FUN • MANGO LINKS
• BUTTER SCOTCH LICKS • MAHA MANGO
• ECLAIRS • LACTO
• COFITINO
• NATKAT MANGO
• NATKHAT GUAVA
 BINGO
POTATO CHIPS – Salted, HATKE JATKE –Funky
masala, tomato, chatkila masala, tomato twist
nimbu achar, tandoori paneer
tikka
MAD ANGLES –
Tomato mischief, chilli
dhamaka, achaari masti
 LIFE STYLE RETAILING
• WILLS LIFESTYLE (wills classic, wills sports, wills
clublife, wills signature)
 PERSONAL
CARE
• VIVEL D’ WILLS
• FIAMA D’WILLS
• SHAMPOOS