INDEXPRODUCTDefinitionProduct LevelProduct Hierarchy

PRODUCT MIX DECISIONSDefinitionProctor & Gamble Product MixHindustan Lever Product MixTTTI Bhopal Product MixSteel Authority Of India Product Mix

PRODUCT-LINE DECISIONS:Product-line AnalysisSales and ProfitMarket ShareProduct-line LengthStretchingFillingLine ModernizationLine FeaturingLine Pruning

PRODUCTA Product is anything that can be offered to a market to satisfy a want or need. Products that are marketed includes physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.

PRODUCT LEVELS

PRODUCT HIERARCHY Need Family

Product Family

Product Class

Product Line

Product Type

Item (also called Stock keeping unit or product variant)

Product Mix Decisions Product Mix A product mix (also called product assortment) is the set of all product and items that a particular seller offers for sale. Example: Wipros product mix consist of two strong product lines:FMCG productsSoftware Solutions

Product Mix Decisions

Product-Mix Width

SemisLong Flat TubularRailwayProductsProductsProductsBloomsBarsCR CoilsPipesRailsBilletsRodsGC SheetsWheelsSlabsRebarsTinplatesAxlesWire RodsElectrical SteelWheel SetsHR CoilsSheetsSkalp PlatesLINE

LENGHTSTEEL AUTHORITY OF INDIA LIMITED

PRODUCT-LINE ANALYSIS

BuildMaintainHarvestDivest

Sales And Profits

Market Profile

SALES AND PROFITS

A Company classifies its products into four types that yield different gross margins, depending on sales volume and promotion.

Core Product

Staples

Specialties

Convenience items

HINDUSTAN UNILEVER LTD.LaundryPersonal WashTeaToothpasteSkin CareHair CareCoffeeProcessed foods

MARKET PROFILEWEIGHTQUALITYGeneralprintingOfficeSuppliesPoint-ofPurchasedisplays

PRODUCT LINE LENGTH

Line Modernization:

Product lines need to be modernized. In rapidly changing products markets, modernization is carried on continuously. Companies plans improvements to encourage customer migration to higher valued, higher priced items. Example:- Bajaj Pulsar DTS-i

Line Featuring:

The product line manager typically selects one or a few items in the line to feature. Product line managers must periodically review the line for deadwood that is depressing profits. The weak items can be identified through sales and cost analysis.

Line Pruning:

Pruning is also done when the company is short of production capacity. Companies typically shorten their product lines in periods of tight demand and lengthen their lines in periods of slow demand.

BIBLIOGRAPHYText Books:Principles of Marketing: Philip Kotler, Gary ArmstrongMarketing Management: Philip Kotler

References:The Oxford Textbook of Marketing: Keith BloisMarketing Management- An Asian Perspective: Slew Meng Leong, Swee Hoon Ang, Chen Tiong TanFundamentals of Marketing: William J Stanton, Micheal J Etzel, Bruce J Warker

Journals and Magazines:Effective Executive- ICFAI Press- Emerging Markets, February 2008

Websites:http://www.hindustanstudies.com/files/product.pdfhttp://www.hll.com/investor/presentation/2007/Investor_Pres_JPMorgan.pdfwww.mktgpower.com/mg_dictionary.htmlwww.sail.co.in/product_mix.aspwww.en.wikipedia.org/wiki/product_line.htmlwww.enotes.com/business-fin-encyclopedia/productmix.html