ºÝºÝߣ

ºÝºÝߣShare a Scribd company logo

Product Mixed Dicision : Types, Concept and strategies

?Download as PPTX, PDF?
?
M
Mukesh Kapse

B pharm 8th semester: marketing

1 of 11
Download to read offline
Presented by Name:- Mukesh Vinod Kapse Class:- Bpharm 4th year(8th sem) Roll no.:- 32 Hi-tech College Of Pharmacy, Chandrapur
? Definition ? Types of product mix decision ? Product mix concept ? Product mix strategies ? Line stretching ? Up market stretch ? Reference
? Product mix:- As the total composite of products offered by a particular organization, consists of both product lines and individual products. ? Product line:- Is a group of products within the product mix that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.
1) Product width:- it refers to the no. of different product lines the company carries. 2) Product length:- It is the total no. of items the company carries within its products lines. 3) Product depth:- It refers to the no. of versions, offered of each product in the line. 4) Product consistency:- It refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.
? Product mix:- Set of all products offered by the company for sale. ? Product line:- A group of related products constitute a product line. ? Width of product mix:- No. of product lines in the product lines in the product mix - Example: 10 lines in HUL¡¯s product mix. - Length of the product mix is the total no. of items in the mix (in example, it is 46) ? Avg length of a line:- Total length/no of lines.
? Depth:- The depth of the product mix is the assortment of all sizes, colours and variation offered for each product in the product line - For example: Lifebuoy active red comes in three sizes- 125 gms, 100 gms and 60 gms cakes. ? Consistency:- Closeness exhibited by the product lines in production requirements, distribution and end usage. - For example: Most of the HUL product lines are consistent as they are consumer goods distributed using similar channels and produced using similar facilities.
? Trading up:- Offer high priced, prestige products to their existing product line in an effort to increase the sale of their low priced products, and enhance the company image. -Eg: Lifestyle ? Trading down:- New products, low priced to the existing line -Eg: Marriot corporation introduced a new chain of hotels called ¡® Holiday Inn¡¯ to cater to the needs of not so affluent custiomers.
? A company stretches its product line beyond the current range of products. ? It can stretch its product line in either the down market, up market or both. ? Down market stretch:- Introduce the peoducts at a lower price - Eg: 3 Roses for the lower end market (HUL) ? Reasons:- Middle market stagnation, potential for growth in down market, aim to tie up with the lower end competitors.
? Enter the high end of the market ? The objective of the firm may be to have higher growth, increase its margins, or to simply project itself as a full line mfgg firm - Eg: Lipton yellow label (HUL) is a high end stretch with Rs 75 for 250 gms tea. ? A company serving in the middle market might indulge in stretching its product line both ways- Upward and Downward.
1) A book of pharmaceutical marketing management by Shalini Sharma, Pee Vee Publication of PCI, New Delhi, Pg No: 64-65
Thank you

More Related Content

Product Mixed Dicision : Types, Concept and strategies

  • 1. Presented by Name:- Mukesh Vinod Kapse Class:- Bpharm 4th year(8th sem) Roll no.:- 32 Hi-tech College Of Pharmacy, Chandrapur
  • 2. ? Definition ? Types of product mix decision ? Product mix concept ? Product mix strategies ? Line stretching ? Up market stretch ? Reference
  • 3. ? Product mix:- As the total composite of products offered by a particular organization, consists of both product lines and individual products. ? Product line:- Is a group of products within the product mix that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.
  • 4. 1) Product width:- it refers to the no. of different product lines the company carries. 2) Product length:- It is the total no. of items the company carries within its products lines. 3) Product depth:- It refers to the no. of versions, offered of each product in the line. 4) Product consistency:- It refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.
  • 5. ? Product mix:- Set of all products offered by the company for sale. ? Product line:- A group of related products constitute a product line. ? Width of product mix:- No. of product lines in the product lines in the product mix - Example: 10 lines in HUL¡¯s product mix. - Length of the product mix is the total no. of items in the mix (in example, it is 46) ? Avg length of a line:- Total length/no of lines.
  • 6. ? Depth:- The depth of the product mix is the assortment of all sizes, colours and variation offered for each product in the product line - For example: Lifebuoy active red comes in three sizes- 125 gms, 100 gms and 60 gms cakes. ? Consistency:- Closeness exhibited by the product lines in production requirements, distribution and end usage. - For example: Most of the HUL product lines are consistent as they are consumer goods distributed using similar channels and produced using similar facilities.
  • 7. ? Trading up:- Offer high priced, prestige products to their existing product line in an effort to increase the sale of their low priced products, and enhance the company image. -Eg: Lifestyle ? Trading down:- New products, low priced to the existing line -Eg: Marriot corporation introduced a new chain of hotels called ¡® Holiday Inn¡¯ to cater to the needs of not so affluent custiomers.
  • 8. ? A company stretches its product line beyond the current range of products. ? It can stretch its product line in either the down market, up market or both. ? Down market stretch:- Introduce the peoducts at a lower price - Eg: 3 Roses for the lower end market (HUL) ? Reasons:- Middle market stagnation, potential for growth in down market, aim to tie up with the lower end competitors.
  • 9. ? Enter the high end of the market ? The objective of the firm may be to have higher growth, increase its margins, or to simply project itself as a full line mfgg firm - Eg: Lipton yellow label (HUL) is a high end stretch with Rs 75 for 250 gms tea. ? A company serving in the middle market might indulge in stretching its product line both ways- Upward and Downward.
  • 10. 1) A book of pharmaceutical marketing management by Shalini Sharma, Pee Vee Publication of PCI, New Delhi, Pg No: 64-65