Product Decisions

Dr. Nilesh Kulkarni

Product
A Preview
A product is anything that can be offered to a market to
satisfy a want or need. Products that are marketed
include physical goods, services, experiences, events,
persons, places, properties, organizations, information
and ideas.
A Preview
 Goods : Motorcycle, Ice Creams
 Services : Beautician, lawyer, education
 Experiences : Amusement parks, trekking
expedition
 Events : A cricket match
 Persons : All celebrities need marketing
 Places : Marketing Kerala as a holiday
destination, marketing Tamil Nadu as an ideal
location to set up a new industry
 Properties : Moth moveable ( mutual funds,
equities, bonds) and immovable ( real estate)
A Preview
Organizations
The company themselves, UNICEF, CRY
Information
News magazines, websites etc
Ideas
Political parties need to market their
ideologies.
Five Product Levels
Auto Driving, Interactive etc.

After-sale services, insurance

policy etc.

Decent mileage, proper

engine, inflated tyre etc.

Brand of the car, looks and

design of the car etc.

Transportation from one

place to another.
Bose 901 Bose 301
1968 1977
Product Mix

A product mix ( also called the product assortment) is the

set of all products and items that a particular seller offers
for sale.
A company’s product mix has a certain width, length,
depth, and consistency.
The width of a product mix refers to how many different
product lines the company carries.
The length of a particular product mix refers to the total
number of items in the mix.
The consistency of the product mix refers to how closely
related the various product lines are in end use, production
requirements, distribution channels, or some other way.
Product Mix
• Product Line: A group of Product offer by single seller, to
single target customer, to satisfy same kind of need,
through same supply chain, at relatively same price is called
product Line.
– Amul have Different Product line Like Milk, Paneer, Ghee, Dahi,
Mithai, Beverages etc.

• Product Mix Width/Breadth: Number of Product line offer

by seller.
– Amul have 8 Product line so, Product Width = 8

• Product line Length: Number of Item in each Product Line

– Amul have 6 Item For Milk category so, Product line Length of Amul
Milk = 6
• Line Depth: refers to how many variants are offered of each
product in the line.
– Amul offer 4 Kind of Flavored Milk.

• consistency of the product mix: Describes how closely

related the various product lines are in end use, production
requirements, distribution channels, or some other way.

• Product Mix Assortment: Total Number of Product in

Product Mix.
– Amul have totally 33 Product in it’s Product Mix.
 Product Mix of AMUL
Product Mix
Bread Width
Milk Cheese Beverage Paneer Dahi Ghee Mithai
Spreads
Amul kool Amul
Amul gold Amul Processed Amul Amul Gulab
Flavored malai
butter Cheese Masti Dahi Ghee Jamoon
Milk Paneer
Amul Amul Amul
Amul Amul kool Sagar Amul
Amul Lite Gouda Fresh Probiotic
Taaza Café Ghee Basundi
Cheese paneer Dahi
Delicious
Amul Slim Mozzarella Amul Kool Amul Amul Avsar
Table
& Trim Cheese Koko flaavyo Brown Ladoo
Product Line

Margarine
Amul
Amul Kool
Amul Tea- Garlic Cheese Yellow
Length

Milk Shrikhand
Specuial Butter Cubes (Cow)
Shaake
Ghee
Amul Amul
Amul
white Stamina
Shakti
butter Can
Amul Amul
Dimond Buttermilk
Amul
Lassi
 Product line Decision
 Line stretching: occurs when a company lengthens its product line beyond
its current range, whether down-market, up-market, both ways and Line
Filling.
Swift Swift Ciaz Ciaz Swift

Swift
Ritz Swift Ritz
Ritz
Ritz
Celerio Ritz Stingary
Celerio Celerio
Wagon R Celerio Celerio
Wagon
R
Wagon R
Wagon
A- Star Wagon R
R A- Star

A- Star Alto K10 A- Star Alto A- Star

K10
Initial Product Down-Market Up-Market Both Way Line
Line Stretching Stretching Stretching Filling
Product Life-Cycle Strategies
Product Life Cycle
 Alternative forms of PLC

The PLC concept can be used to analyze a product category (liquor), a product form
(white liquor), a product (vodka), or a brand (Smirnoff). Three common alternate
patterns are shown in following figure. Figure (a) shows a growth-slump-maturity
pattern, often characteristic of small kitchen appliances.
New Product Development