Product

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 A PRODUCT is anything that can be offered to a
market for attention, acquisition, use, or
consumption and that might satisfy a want or
need.
 Includes:
 Physical Objects
 Services
 Events
 Persons
 Places
 Organizations
 Ideas 2
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 Tangible Service
Pure Good With Hybrid With Pure
Tangible Accompanyi Offer Accompanyi Service
Good ng Services ng Minor
Goods
Auto With Airline Trip
Soa Accompanyi Restaura With Doctor’s
p ng Repair nt Accompanyi Exam
Services ng Snacks

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 Core Product:
What is the buyer really buying? ....
Core benefits, Problem Solving services.

 Examples:
hotel guest....... Rest and sleep
 Product Attributes:
Hotel room– bed, bathroom, towels, desk,
dresser, T.V.
 Set of Product Attributes:
Hotel room– clean bed, fresh towels, working
lamps, relative degree of quiet.
 Consists of Additional Consumer Services and
Benefits....Augmented benefits may become expected
benefits

: Candy on hotel pillow, basket of fruit,

manager escorts you to room, Pillbox,
toiletries.
 A product used to manufacture other
Business goods or services, to facilitate an
Product organization’s operations, or to resell
to other consumers.

Consumer Product bought to satisfy an

Product individual’s personal wants

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 PRODUCTS

Consumer Business
Products Products

Convenience Shopping Specialty Unsought

Products Products Products Products

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Convenience Products
 Buy frequently & immediately
 Low priced
 Mass advertising
 Many purchase locations
i.e Candy, newspapers
Specialty Products
 Special purchase efforts
 High price
 Unique characteristics
 Brand identification
 Few purchase locations
i.e Lamborghini, Rolex
Shopping Products
 Buy less frequently
 Higher price
 Fewer purchase locations
 Comparison shop
i.e Clothing, cars, appliances
Unsought Products
 New innovations
 Products consumers don’t
want to think about
 Require much advertising &
personal selling
i.e Life insurance, blood donation
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 Product Mix Decisions

Product mix consists of all the products and items

that a particular seller offers for sale
• Width
• Length
• Depth
• Consistency

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 Product Mix Decisions

Product mix width is the number of different

product lines the company carries

Product mix length is the total number of items

the company carries within its product lines

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Product line depth is the number of versions
offered of each product in the line

Consistency is how closely the various product

lines are in end use, production requirements,
or distribution channels

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Example
 Product Mix of Hindustan
Unilever Limited

Home & Personal Beverages

Care

Personal Hair
Laundry Skin Care Oral Care Deodorants Tea Coffee
Wash Care

Lux Brooke
Surf excel Fair & Pepsodent Axe Bru
Lovely Sunsilk Bond
Lifebuoy
Rin Ponds Close-up Rexona Lipton
Clinic +
Liril
Wheel
Vaseline
Hamam

Breeze

Dove

Pears

Rexona
For BRU coffee the width is six as it has Bru Gold, Bru
Exotica, Bru Instant, Bru Cappuccino, Bru Select and
Bru Roast & Ground. These all have different
characteristics differentiating themselves from each other.

Length of product mix of Bru coffee could be the 10 gm

sachet and 500 gm
packet.
3.Depth- It is the total number of variants of each
product. It includes features like flavors and several
distinguishing features. Just like length, depth also
plays major role in formulating companies strategies.

4.Consistency-
Like, Bru instant may be available in every retail store,
but its exotic favorite range may only be available in
supermarkets (such as Reliance Mart, Walmart, etc.).
 LOGO

Need Family Thirst/ Desire

Product Family Beverages
Product class Hot/ Cold coffee
Product line Instant, Gold, Exotica, Cappuccino,
select ,Roast and ground.
Product type Sachets, Loose packets, Jar
Product brand Bru
Product item 10 gm, 50 gm, 100 gm, 500 gm, 1 kg
Made from a fine blend of choicest plantations and robust beans, BRU Instant
coffee offers a rich coffee taste. Our strong processes ensure that the fresh coffee
aroma is preserved so that you get the best coffee experience, instantly. Who
needs a coffee machine!
Available in
Pouch : 25g, 50g, 100g, 200g Glass Jar : 50g
Available in
Cartons : Mocha, Crème, Chocolatte & Caramel
Make those moments of happiness even more special with with BRU's carefully
selected and freshly roasted coffee beans that offer a great cup of aromatic filter
coffee.
Available in
Pouch : 50g, 100g, 200g, 500g
 Experience the ultimate taste of filter coffee at its
very best. BRU Select is made from a blend of
handpicked peaberry and Arabica and Robusta
beans that are slow roasted to perfection, to give
you an unmatched rich filter coffee experience. It is
the perfect indulgence when you want to slow
down and discover something new about your
loved ones over a cup of BRU.
 Available in

 Pouch : 100g, 200g

 Product-Mix Width
Disposable Paper
Detergents Toothpaste Bar Soap Diapers Tissue
Ivory Snow Gleem (1952) Ivory Pampers Charmi
(1930) (1879) (1961) n
Crest (1955) (1928)
Dreft Kirk’s Luvs
PRODUCT- (1933) (1885) (1976) Puffs
LINE (1960)
LENGTH
Tide Lava
(1946) (1893) Banner
(1982)
Cheer Camay
(1950) (1926) Summit
(1992)

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Personal Wash Laundry Foods
Lux Surf Excel Kissan
Lifebuoy Sun Light Annapurna
Liril Rin Knorr Soup
Hamam Wheel Modern Bread
Breeze Ala Bleech Beauty Products
Moti Hair Care Fair & Lovely
Dove Sunsilk Lakme
Pears Clinic Pond’s
Rexona Dove vaseline
Ice Cream Oral care
Kwality walls Pepsodent
Beverages:- Close Up
Tea Deo Spray
Brooke Bond Axe Rexona
Lipton Water Purifier
Taj Mahal Pure It
Coffee Dishwasher
Brook Bond Bru Vim
 Product line
 A group of products that are closely related
because they may…
 function in a similar manner
 are sold to the same customer groups
 Market through the same types of outlets
 fall within given price ranges
 Product line length
 Line stretching: adding products that are higher or
lower priced than the existing line
 Line filling: adding more items within the present
price range

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 Product Line Decisions

Downward product line stretching is used by companies

at the upper end of the market to plug a market hole or
respond to a competitor’s attack

Upward product line stretching is by companies at the

lower end of the market to add prestige to their current
products

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 Product Line Decisions

Combination line stretching is used by companies

in the middle range of the market to achieve
both goals of upward and downward line
stretching

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 Examples:
Marriott:
Marquis,
Courtyard,
Fairfield Inn,
New Residence Inn
High Upward
Products
Product Line Fill:
Present Sony Walkmans:
Price: Products Solar Powered
Waterproof
New Ultra light
Products Downward Tape, CD, MD, MP3
Low
Low Quality High
 Product Line Decisions

Product line filling occurs when companies add

more items within the present range of the line
• More profits
• Satisfying dealers
• Excess capacity
• Plugging holes to fend off competitors

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 The AMA definition of a brand:
“A name, term, sign, symbol, or design, or a
combination of these, intended to identify the goods
or services of one seller or group of sellers and to
differentiate them from the competition.”

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 Advantages to
Branding
 Buyers:
 Identification
 Quality and value
 Sellers
 Tells a story
 Provides legal
protection
 Helps segments markets

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 Brand equity refers to the positive differential
effect that a brand name has on customers.
 Brand equity:
 is related to many factors.
 allows for reduced marketing costs.
 is a major contributor to customer equity.

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 What is Brand Equity?

Perceived
Name Quality Brand
Awareness Associations
Brand Other
Loyalty Proprietary
Brand Assets
Brand Equity

Provides Value to Customer Provides Value to Firm

* Interpretation of Info. * Efficient/Effective Mkt.
* Confidence in Decision * Brand Loyalty
* Satisfaction * Brand Extensions
* Trade Leverage
* Competitive Advantage
 Powerful brands
such as these have
brand equity:
 Coca-Cola brand -
$69 billion
 IBM brand - $53
billion
 Offers defense
against fierce price
competition.

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Brand Name Selection
Selection
Protection

Brand Sponsor
Manufacturer’s Brand
Private Brand
Licensed Brand
Co-branding

Brand Strategy
Line Extensions
Brand Extensions
Multibrands
New Brands
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 (1) Suggest qualities, benefits: kinetic
 (2) Easy to pronounce, recognize and
remember: Tide, RIN
(3) Distinctive brand name: Taurus, Kodak,
Exxon, IBM, Xerox
(4) Translate easily into foreign languages:
(5) Capable of registration and legal protection.
Cannot be registered if it infringes on existing
brand name.

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 Manufacturer’s Brand – Fedex, google, BMW,
P& G, Coca-cola
 Private Brand- big bazaar
 Licensed Brand- J&J, Elizabeth Arden,
Disney,
 Co-branding- maruti-suzuki

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 Line Extension
 Existing brand names extended to new forms, sizes,
and flavors of an existing product category.
 Brand Extension
 Existing brand names extended to new or modified
product categories. Ex- Adidas-shoes, apparels,
accessories. Tata-
 Multibrands
 New brand names introduced in the same product
category. P&G- tide, Ariel.
 New Brands
 New brand names in new product categories.

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 Product Category
Existing New

Existin Line Extension Brand Extension

Brand Name

g Dannon -Yogurt Flavors Barbie Electronics

Multibrands New Brands

New (Detergent) (by acquisition)

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 Designing and producing the
container or wrapper for a
product.
 Steps in developing a good
package:
 Packaging concept,
 Develop specific elements of
the package,
 Elements must support
product’s position and
marketing strategy.
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 Functions of packaging
 Protect the product and maintain its functional
form
 Offer consumer convenience
 Promote the product by communicating its
features, uses, benefits, and image
 Design considerations
 Cost
 Single or multiple units
 Consistency among package designs
(family packaging)
 Promotional role
 Needs of intermediaries
 Environmental responsibility
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 Shipping
Primary Packaging Package
Package Aspects

Secondary
Package

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 Printed information
appearing on or with the
package.
 Performs several functions:
 Identifies product or brand
 Describes several things about
the product
 Promotes the product through
attractive graphics

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 May include
 Brand name and mark
 Trademark symbol
 Package size and contents
 Product claims
 Directions
 Safety precautions
 Ingredients
 Name and address of manufacturer
 Universal Product Code (UPC) symbol for
automated checkout and inventory control

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 Must include
 For garments, name of manufacturer,
country of manufacture, fabric content,
cleaning instructions
 Nutrition labeling in standard format for
any food product for which a nutritional
claim is made
 For food, number of servings, serving
size, calories per serving, calories derived
from fat, and amounts of specific
nutrients
 For non-edible items such as shampoo
and detergent, safety precautions and
instructions
 Express warranty
 A written explanation of the producer
responsibilities in the the product is
found to be defective or otherwise 49
 Competitive
Advantages
Sales Product
Tasks Packaging Safety

Identifies Labeling Promotes

Describes

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