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PRODUCT MIX, STRATEGIES AND PRODUCT LINE DESIGNS
For the subject: Elements of Marketing
mba-825
Presented By: Harshul Nagpal
III Semester
Roll No.-50
Institute of Management Studies, Kurukshetra University Kurukshetra
PRODUCT LEVELS
PRODUCT CLASSIFICATIONSDurability and Tangibility
Nondurable goodsDurable goodsServices
NONDURABLE GOODS Consumed in one or a few uses
DURABLE GOODS They normally survive many uses
Services Inseparable, variable products
Examples - Legal advice, Repairs
PRODUCT CLASSIFICATIONSConsumer Goods
Convenience goodsShopping goodsSpecialty goodsUnsought goods
Convenience goods Purchased frequently with a minimum effort
Shopping goods Characteristically compared in the process of selection and purchase
Specialty goods Needs a special purchasing effort
Unsought goods
Goods for which the consumer is unaware or rarely thinks of buying them
Examples - Encyclopedias, Reference Books
PRODUCT CLASSIFICATIONS Industrial Goods1. Materials and Parts
Raw Materials Farm Products Natural Products
Manufactured materials and parts Component materials Component parts
RAW MATERIALS
FARM PRODUCTS
NATURAL PRODUCTS
PRODUCT CLASSIFICATIONS Industrial Goods1. Materials and Parts
Raw Materials Farm Products Natural Products
Manufactured materials and parts Component materials Component parts
Manufactured materials and parts
COMPONENT MATERIAL
COMPONENT PARTS
PRODUCT CLASSIFICATIONS2. Capital Items
Installations Buildings, factories Heavy equipments
Equipments Factory equipment Tools Office equipment
INSTALLATIONS
PRODUCT CLASSIFICATIONS2. Capital Items
Installations Buildings, factories Heavy equipments
Equipments Factory equipment Tools Office equipment
EQUIPMENTS
PRODUCT CLASSIFICATIONS3. Supplies and Business services
Maintenance and repair items Operating Supplies Business repair services Business advisory services
Form Features Performance Quality Conformance Quality Durability Reliability Reparability Style
PRODUCT DIFFERENTIATION
Ordering Ease Delivery Installation Customer Training Customer Consulting Maintenance and Repair
SERVICES DIFFERENTIATION
PRODUCT MIX Product Width
Product Length
Product Depth
Product Consistency
PRODUCT MIX OF
Mobile Phone
TV MP3 and Audio/Video
Camera & Camcorder
Home Appliances
IT Laser Printer/ Multifunction
Touch Phone
LED TV Blu-ray Player
Digital Camera
Refrigerator
Notebook
Mono Laser Printer
Style Phone
LCD TV DVD Player
Digital Camcorder
Washing Machine
Monitor Mono Laser MFP
Multimedia Phone
Plasma TV
Multimedia Player
A.C Optical Disc Drives
Color Laser MFP
Business Phone
Ultra SlimFit TV
Home Theatre
Microwave Oven
Color Laser Printer
Guru Series
Flat TV General Audio
Smart Oven
Inkjet Fax Machine
Dual Sim Phone
Consumable/Toner
CDMA Phone
PRODUCT-LINE LENGTH Line Stretching Line Filling Line Modernization, Featuring and Pruning
PRODUCT-MIX PRICING Product-Line Pricing Optional-Feature Pricing Captive-Product Pricing Two-Part Pricing By-Product Pricing Product-Bundling Pricing
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