A product

PRODUCT

Presented by:

Priyanker Kashyap

Safder M A

PriyankaVerma

WHAT IS A PRODUCT

A product is anything that can offered to market for

attention, acquisition ,use, consumption that might satisfy a

want or need.

Product

Tangible Product

Goods

Intangible Product

Services

FEATURES OF PRODUCT

Features of Product

Tangibility

Intangible Attributes

Customer Satisfaction

Exchange value

Associated Attributes

LEVEL OF PRODUCT

Potential Product

Augmented Product

Expected Product

Generic Product

Core Benefit

Unexpected Feature

Luxury Feature

Basic Feature

Expected Feature

Basic Product

CLASSIFYING PRODUCT

Non-Durable Products Soft Drinks, Soaps, etc.

Durable Goods Furniture, Electronics, etc.

Services Appliance Repairs, Legal Advices

Tangible

Intangible

CLASSIFYING PRODUCT

Tangible Products further Classified as:

Consumer Products

Industrial Products

CONSUMER PRODUCTS

Convenience Productso Soft drinks, Magazines, Laundry detergent, etc.

Shopping Productso Major appliances, Television, Furniture, Clothing, etc.

Specialty Productso Luxury Goods, such as Rolex watches or fine crystal

Unsought Productso Life Insurance, Reference books, etc.

INDUSTRIAL PRODUCTS

Materials and Parts

Raw materials and parts

Manufactured materials and parts

Capital Items

Installation

Equipment

Suppliers and Business services

Maintenance and repair items

Operating suppliers

PRODUCT MIX

& PRODUCT LINE

PRODUCT MIX

The assortment of products that a

company offers to a market

Width

Length

Depth

Consistency

PRODUCT MIX

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 LINE

One Product But Used in Different Areas.

Lamps:

• Table

• Ceiling

• Track

• Desk

PRODUCT MIX

Product Line 1 Product Line 2 Product Line 3

Table

• Kitchen

• Dining Room

• Coffee

• Outdoor

• Conference

• Computer

Bag

• Hand

• Travel

• Laptop

• Sports

• Sling

Mobile Phone

• 2G

• 3G

• Dual Sim

• Touch Screen

• Android

• Windows

CONCEPTUALIZATION OF PRODUCT MIX

Tata

Motors

Plates

Car

Truck

BarsGemini

TeaBus

Tata

DTH

Tata

Tea

Tata

Steel

WIDTH

D

E

P

T

H

# of Lines= 4

PRODUCT MIX EXAMPLE

Oral Care

Pepsodent

Close-up

Skin Care

Fair & Lovely

Pond’s

Vaseline

Laundry

Surf Excel

Rin

Wheel

Foods

Kissan

Knorr

Annapurna

Tea

Brooke Bond

Lipton

Width (# of Lines)=5

Depth

Length (# of items)=13

THANK YOU