Product Line and Product Mix decisions

Grouping of products of the basis of production, distribution or end use is called product line.

1. PRODUCT LINE Vijyata Assistant Professor Ranchi Women’s College

2. DEFINITION A group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlet, or fall within given price ranges.

3. PRODUCT LINE OF JYOTHI LAB. FABRIC CARE RANGE DISHWASH RANGE

4. PRODUCT LINE OF JYOTHI LAB. PERSONAL CARE RANGE HOUSEHOLD INSECTSIDE

5. PRODUCT LINE DECISIONS Product line decisions are of two types : Product line stretch Product line filling

6. FACTORS INFLUENCING PRODUCT LINE DECISIONS Company’s mission , resources and objectives Design and engineering costs Inventory carrying costs Manufacturing changeover costs Order-processing costs Transportation costs Promotional costs

7. PRODUCT LINE STRETCHING Quality Low Low High High New Product Present Product Price Quality Low Low High High New Product PresentProduct Price Quality Low Low High High New Product PresentProduct Price New Product DOWNWARD STRETCH UPWARD STRETCH TWO- WAY STRETCH

8. PRODUCT LINE FILLING Increasing the product line by adding more items within the present range of the line in order to reach for extra profits, trying to satisfy dealers, trying to use excess capacity, trying to be the leading full-line company, and trying to plug holts to keep out competitors

9. PRODUCT MIX The set of all product lines and items that a particular seller offers for sale to its buyers is called Product Mix

10. DIMENSIONS OF PRODUCT MIX

11. PRODUCT MIX WIDTH The width of the product mix refers to the number of different product lines the company carries - 4 in the case of JYOTHI LAB. FABRIC CARE RANGE DISHWASH RANGE PERSONAL CARE RANGE HOUSEHOLD INSECTSIDE

12. PPRODUCT MIX LENGTH RANGE FABRIC CARE RANGE PERSONAL CARE RANGE DISHWASH RANGE HOUSEHOLD INSECTICIDE ITEM LIST UJALA Whitener UJALA Washing Powder Henko mate Detergent powder Mr.White detergent powder Chek detergent cake 1.Margo 2.Margo Glycrine 3.FA Talcum powder 4. FA Deodrant 5.FA Perfume for men 6.FA Powder for men 7. Neem Toothpaste 1.Prill dishwash liquid 2. EXO dishwash cake 3. EXO DishShine Liquid 4. EXO Scrub MAXO mosquito repellent coil MAXO electric mosquito repellent Maxo repellent refill No. of items = 05 No. of items = 07 No. of items = 04 No. of items = 03 Product Length = 05+07+04+03 = 19

13. PRODUCT MIX DEPTH The depth is the number of versions offered by each brand or product in the line. Example : Prill liquid dishwash comes in 2 variants and in 4 sizes, so depth of prill is (2x4 = 8)

14. PRODUCT MIX CONSISTANCY The consistency of the product mix refers to how closely related the various product lines are in end use i . e. production requirements, distribution channels or some other way

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