product Mix and Line presentation marketing

Marketing

1. 1-1
Product Mix

2. 1-2
After studying this chapter you
should be able to:
•Understand the different characteristics of
a product mix.
•Recognize the stages and characteristics of
the product life cycle.
•Identify appropriate marketing strategies
for products in different life cycle stages.

3. 1-3
After studying this chapter you
should be able to:
•Describe the limitations of the product life
cycle concept.
•Discuss different product-mix and product-
line strategies.

4. 1-4
Product Mix
•Product Mix:
–The total assortment of products and services marketed by a firm.
–Eg. Hindustan uniliver offers cosmetics, detergents, beverages etc.
–More than 1000 items in product mix
•Product Line:
–A group of individual products that are closely related in some way.
•Individual Product:
–Any brand or variant of a brand in a product line.

5. 1-5
Product Mix Characteristics
•Product Mix Width:
–The number of product lines in the product mix.
•Product mix Length:
–The number of products in a product line.
–E.g. with in each line 7 detergents, 6 soaps, 5 shampoos
•Product mix depth:
–The number of versions offered for each products in a product
line.
–Colgate in different varieties
•Product Mix Consistency:
–The relatedness of the different product lines in a product mix.
–In terms of distribution channel etc

6. 1-6
Product and Service Strategies

7. 1-7
Product-Line Strategies
•Strategic Alternatives:
1.To increase the length of a product
line.
2.To decrease the length of a product
line.

8. 1-8
Increasing the Product Line
•Downward-stretch Strategy
•Upward-stretch Strategy
•Two-way-stretch Strategy
•Line-filling Strategy
Cannibalization occurs when a new
Product takes sales away from
existing products.

9. 1-9
Decreasing the Product Line
•Product Line Contraction:
–Firms must consider deleting products when:
•They are not successful.
•They reach the decline stage of PLC.
•Long product line marketing costs are too high.

10. 1-10
Product-Mix Strategies
The Product Mix consists of all
product lines and individual products
marketed by the firm.

11. 1-11
Strategic Alternatives
Add New
Product Lines?
Delete Existing
Product Lines?

12. 1-12
Branding Strategies
Product Mix
Branding Strategies
Family Brand
Name Strategy
Individual Brand
Name Strategy
Company
Name
Family Brands or
Product Types
Family & Individual
Brand Name