product mix, strategies and product line designs
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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
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PRODUCT LEVELS
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PRODUCT CLASSIFICATIONSDurability and Tangibility
Nondurable goodsDurable goodsServices
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NONDURABLE GOODS Consumed in one or a few uses
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DURABLE GOODS They normally survive many uses
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Services Inseparable, variable products
Examples - Legal advice, Repairs
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PRODUCT CLASSIFICATIONSConsumer Goods
Convenience goodsShopping goodsSpecialty goodsUnsought goods
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Convenience goods Purchased frequently with a minimum effort
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Shopping goods Characteristically compared in the process of selection and purchase
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Specialty goods Needs a special purchasing effort
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Unsought goods
Goods for which the consumer is unaware or rarely thinks of buying them
Examples - Encyclopedias, Reference Books
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PRODUCT CLASSIFICATIONS Industrial Goods1. Materials and Parts
Raw Materials Farm Products Natural Products
Manufactured materials and parts Component materials Component parts
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RAW MATERIALS
FARM PRODUCTS
NATURAL PRODUCTS
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PRODUCT CLASSIFICATIONS Industrial Goods1. Materials and Parts
Raw Materials Farm Products Natural Products
Manufactured materials and parts Component materials Component parts
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Manufactured materials and parts
COMPONENT MATERIAL
COMPONENT PARTS
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PRODUCT CLASSIFICATIONS2. Capital Items
Installations Buildings, factories Heavy equipments
Equipments Factory equipment Tools Office equipment
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INSTALLATIONS
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PRODUCT CLASSIFICATIONS2. Capital Items
Installations Buildings, factories Heavy equipments
Equipments Factory equipment Tools Office equipment
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EQUIPMENTS
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PRODUCT CLASSIFICATIONS3. Supplies and Business services
Maintenance and repair items Operating Supplies Business repair services Business advisory services
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Form Features Performance Quality Conformance Quality Durability Reliability Reparability Style
PRODUCT DIFFERENTIATION
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Ordering Ease Delivery Installation Customer Training Customer Consulting Maintenance and Repair
SERVICES DIFFERENTIATION
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PRODUCT MIX Product Width
Product Length
Product Depth
Product Consistency
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PRODUCT MIX OF
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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
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PRODUCT-LINE LENGTH Line Stretching Line Filling Line Modernization, Featuring and Pruning
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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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