Product

Mayank Ranjan Srivastava

Academician
BBA, MBA, FDPM IIM - Ahmedabad.
[M.Phil., Ph.D.] TISS - Mumbai.
Email : academicianmayank@gmail.com
Mob- 7651997854
Product
 Marketing Concept - The 4 P’s & The 4 Cs

Marketing
Mix

Product Place

Convenience
Cust om e r
Solution Price
Promotion

Cust om e r
Cost Communication
 What is a Product?

A product is anything that can be offered to a market to

satisfy a want or need, including physical goods, services,

experiences, events, persons, places, properties, organizations,

information, and ideas.
 Product Mix

• Total sum of all products and variants

offered by an organization
Five Product Levels
 ‘Hotel’ Example:
• Core product: ‘rest and sleep’
• Basic product: room includes bed,
bathroom, towels, desk, dresser, closet
• Expected product: clean bed, fresh towels,
working electrical utilities
• Augmented product: exceeds customer
expectations
• Potential product: which includes all
possible augmentations and
transformations
 Product Differentiation
• Product form
• Features
• Customization
• Performance
• Conformance
• Durability
• Reliability
• Repairability
• Style
 Service Differentiation
• Ordering ease
• Delivery
• Installation
• Customer training
• Customer consulting
• Maintenance and repair
• 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
 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
 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.
 : 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 FOOD &

CARE DRINKS

Product Mix Length

Soap Shampo Cream Toothpaste Ice Tea
o crea Lipton
Lux Clear Ponds Close up Cornetto
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.
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
 Line stretching

• A company stretches its product line beyond the current

range
of products.
• It can stretch its product line in either the down market ,
up market or both
Down Market stretch – introduce the products at a lower
price
E.g – 3 Roses for the lower end market (HUL)
Reasons- Middle market stagnation, potential for growth in
Down market ,aim to tie up with the lower end competitors
 Up market stretch
• Enter the high end of the market
• The objective of the firm may be to have higher growth ,
increase its margins, or to simply project itself as a full
line mfgg firm
E.g Lipton Yellow Label (HUL) is a high end stretch with Rs
75 for 250 gms tea .
• A company serving in the middle market might indulge in
stretching its product line both ways – upward and
downward
Product Mix of
ITC
 ITC PRODUCT MIX

FMCG HOTELS
FOOD WELCOME GROUP
CIGARETTES WELCOME HERITAGE
LIFESTYLE-retailing FORTUNE
STATIONERY PERSONAL LUXURY COLLECTION
CARE SAFETY MATCHES
AGARBATH
 ITC PRODUCT MIX

• PAPER BOARD AND PACKAGING

• AGRI BUSINESS – rural services, leaf tobacco, spices, agri-
input

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

FMCG-ITC
 FMCG ITC-CIGARETTES

• • BRISTOL
INSIGNIA
• • FLAKE
INDIA KINGS
• • BERKERL
GOLD FLAKE
Y
• SILK CUT
• 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
• FLOUR –aashirvad,
select atta, chakki
• INSTANT MIXES-
atta
• gulab jamun, rawa idli,
• SALT
rice idli, rice dosa,
• SPICES – chilli powder, khaman dokla, rasmalai
turmeric powder, coriander
powder, pickle mirch
 ASHIRWAD
• ATT
A

• SAL
T
 SUNFEAST VARIANTS

• DREAM CREAM -choco,

• BISCUITS –butter, cashew, vanila, orange, milk cream
crunchy coconut • GOLDEN BAKERY -
• SNACKY- chilly flakes, choconut, butternut,
classic salted butter scotch
• GLUCOSE- orange, • FIT-KIT – multi-grain,
nice, vitamin
milky magic • PASTA –cheese, pizza,
chicken
SUNFEAST VARIETIES
 FOODS

• MINTO – Mint o fresh , mint o cool blue, orange mint, lemon

mint
 CANDY MAN

• • MANGO LINKS
FRUIT FUN
• • MAHA MANGO
BUTTER SCOTCH LICKS
• • LACTO
ECLAIRS
• 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