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Ptoduct Mix

This document discusses product policy and managing product lines. It covers topics like product mix, product mix strategies, and managing existing product lines. The key points are: - Product mix refers to the variety of product lines and items a company offers, including their width, length, depth, and consistency. - Product mix strategies include expanding or contracting the mix, altering existing products, and positioning products in relation to competitors, markets, or classes. - Managing product lines involves analyzing line length and modernizing or pruning lines. Length can be increased through line stretching or filling. Reasons for line extensions include variety and costs, but they can also dilute brands or demands.

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Rohit Padalkar
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86 views9 pages

Ptoduct Mix

This document discusses product policy and managing product lines. It covers topics like product mix, product mix strategies, and managing existing product lines. The key points are: - Product mix refers to the variety of product lines and items a company offers, including their width, length, depth, and consistency. - Product mix strategies include expanding or contracting the mix, altering existing products, and positioning products in relation to competitors, markets, or classes. - Managing product lines involves analyzing line length and modernizing or pruning lines. Length can be increased through line stretching or filling. Reasons for line extensions include variety and costs, but they can also dilute brands or demands.

Uploaded by

Rohit Padalkar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Product Policy

Product mix Product mix strategies Managing product lines

Product Policy
Can be understood as: Product mix
Width Length Depth Consistency Expansion of product mix Contraction of product mix

Product mix strategies

Altering existing products

Positioning the product


Trading up Trading down
2

Product Mix
The assortment of products that a company offers to a market Width how many different product lines? Length the number of items in the product mix Depth The no. of variants offered in a product line Consistency how closely the product lines are related in usage

PRODUCT MIX OF HUL


COLOR CONFECTIONA COSMETI HAIR RIE CS CARE Max Lakme SKIN CARE Fair & Sunsilk Lovely ORAL CARE Peposo dent Axe SOAPS AND DEODO DETERGE TOILET BEVERAG RANTS NTS SOAPS ES FOOD Surf Liril 3 Roses Knorr Anapur na Ata Anapur na salt

Aviance Clinic

Close Pond's up

Pond's Rin

Dove

Rexona Wheel

lipoton Lifebou Yellow y label lipton green Lux label

modern lipton ice food Denim OK Breeze tea range Kwality 501 Pears Red Label Walls Sunlight Hamam Taj Mahal Kissan Brooke Ala Rexona Bond Taza Vim Dove Bru 4 Savlon

Product Mix Strategies


Expansion of product mix Contraction of product mix Altering existing products Positioning the product
In relation to competitors product In relation to target market In relation to product class By price and quality

Trading Up Trading Down


5

Managing Product Lines


Product line analysis Product line length: too long when profits increase by dropping a product in the line too short when profits increase by adding products to the product line
Line stretching Line filling

Product-line modernization Line pruning

Managing Product Lines


Product line analysis Product line length: can be increased in two ways Line stretching
Line filling

Product line modernization Line pruning Reasons for line extension Limitation of product line extension

Managing Product Lines contd..


Reasons for line extension:- Provide wide variety of goods under one umbrella
- less time and cost is involved as compared to introducing new products - high price for premium products - reduce cost for market research

Managing Product Lines contd..


Limitations of product line extension:- Weaker lines - Lowers Brand Loyalty - Under exploitation of ideas - Stagnant Demands - Profits earned is short lived - It can dilute brand image - Complexity in logistic

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