Product Mix

FX Setiyo Wibowo
Marketing Mix
 Product Levels
 The most fundamental is the core benefit : the
fundamental service or benefit that the customer is
really buying. A hotel guest is buying “rest and
sleep”
 At the second level, the marketer has to turn the
core benefit into a basic product. Thus, a hotel
room includes a bed, bathroom, towels, and closet.
 At the third level, the marketer prepares an
expected product, a set of attributes and
conditions that buyers normally expect when they
buy the product. Hotel guests expect a clean bed,
fresh towels, and so on.
 At the fourth level, the marketer prepares an augmented
product that exceeds customer expectations. A hotel
might include WiFi and more television channel program
 The fifth level stands the potential product, which
encompass all of the possible augmentations and
transformations the product might undergo in the future.
Marriott’s TownePlace Suites all-suite hotels represent an
innovative transformation of the traditional hotel product.
Five Product Levels
 Product Mix

 A product mix is the set of all product and items that

a particular marketer offers for sale.
 The product mix of an individual company can be
described in terms of width, length, depth, and
consistency.
 The width refers to how many different product lines
the company carries.
 The length refers to the total number of items in the
mix.
 The depth of a product mix refers to how many
Product Mix of Honda Motors
 Brand

 The American Marketing Association defines a

brand as a name, term, sign, symbols, or design
or a combination of these, intended to identify
goods or services of one seller or group of
sellers and to differentiate them form those of
competitors.
 In essence, a brand identifies the seller or
maker.
 Packaging

 Packaging includes the activities of designing and

producing the container for a product. The container
is called the package, and it might include up to three
levels of material : primary package, secondary
package and shipping package.
 The following factors have contributed to packaging’s
growing use as a potent marketing tool : self service,
consumer affluence, company and brand image,
innovation opportunity
Packaging as a potent marketing tool

 Self service : the typical supermarket shopper passes by some

300 items per minute
 Consumer affluence : rising consumer affluence means
consumers are willing to pay a little more for the convenience,
appearance, dependability, and prestige of better packages
 Company and brand image : packages contribute to instant
recognition of the company or brand.
 Innovation opportunity : innovative packaging can bring
benefits to consumers and profits to producers
 Effective Package

 First task is to establish the packaging concept,

defining what the package should basically be or do
for the particular product.
 Then decisions must be made on additional elements
– size, shape, materials, color, text and brand mark,
plus the use of “tamperproof” devices.
 Labeling

 Labels perform several functions.

 First, the label identifies the product or brand
 Second, the label might also grade the product
 Finally, the label might promote the product through attractive
graphics
 Meanwhile, consumerist are lobbying for additional labelling
laws to require open dating (to describe product freshness),
unit pricing (to state the product cost in standard measurement
units), grade labelling (to rate the quality level), and percentage
labeling (to show the percentage of each important ingredient).
 Reference

 Kotler, Philip. Marketing Management Millenium

Edition. Tenth Edition, copywrite 2000 by Prentice-
Hall, Inc.