PRODUCT

Submitted by:-Harsh Kothari Himanshu Maheshwari

Dipti Mitra Lavi Sharma

PRODUCT ,PRODUCT LINE &PRODUCT MIX

A Product is anything that can be offered to a market for use that might satisfy a need or a want for e.g. soap ,car, garments, shoes etc.

A Product line is a group of closely related products marketed by a company that share a common set of features satisfy specific needs of a selected market segment. e.g.HUL Ltd’s bathing soap line consists:-

A Product Mix is the set of all products and items offered by a company.The richness of a product mix is measured in terms of the following:-

WIDTH-The number of distinct product lines the company carries. Ex-HLL has the following product line:-soaps,detergents,shampoos,toothpastes, food products

LENGTH-the total number of items a company carries within its product line.ex-length of HLL’s bathing soap line is lux ,liril, pears, lifeboy.

DEPTH-This consists of the number of versions

or variants of each product offered in a product line.ex- HLL’s closeup toothpaste comes in three formulations and in three sizes.depth(3*3).

CONSISTENCY-This defines how closely the

various product lines are related in end use, production requirement, distribution channels, etc.ex- HLL product lines are quite closely related(bathing soaps, detergents and shampoos).

PLANNING A PRODUCT

PlanningA

product

Product attribute

branding packaging labelingProductSupportservices

Product attributes

It is based on the benefits that a product is expected to offer to the target customers,marketers decide the product attributes that will communicate and deliver the features and benefits that target customers expect from a product.it consists of:-

1.Quality. 2.Distinguishing features. 3.Style 4.Design

BRANDING

A BRAND as a name,term,sign,symbols or design,or a combination of them that helps to identify the goods and services of 1 seller or group of sellers and to differentiate them from those of other sellers.

BRANDING is the process by which marketers employ marketing strategies for creating an image of the company /a product in the minds of the target consumers. Branding involves researching, developing and implementing a brand through:-

BRAND NAME BRAND MARK TRADE CHARACTER TRADEMARK

PACKAGING

Packaging activities includes designing and producing containers or wrappers for the product in terms of size, shape, colour and material.it has become an important marketing tool today.Good packaging of products helps to:-

1)Attract customers attention.2)Increase consumption.3)Ensure consumer safety.4)Expand distribution.

LABELLING

A label is in the form of text or graphics that gives specific information about the product.it includes-name,place,date and address of manufacturer, ingredients and contents,expiry dates,pack size or quantity,M.R.P,etc.

Good Labelling helps to:-identify a product/brand,describes various aspects of product & promotes the product through attractive graphics.

PRODUCT SUPPORT SERVICES

Providing additional support services with product,such as repair and maintenance helps a company to gain competitive advantage.so,while developing a new product, a company also need to plan the support services that will be offered with the product.

THANKYOU

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