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