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Chapter12 Setting Product Strategy

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Part 5 : Shaping the Market Offerings Chapter 12 – Setting Product Strategy
Product and Brand Relationship ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product and Brand Relationship ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product and Brand Relationship Product Line Length Product Mix Width The Width of a product mix is 5 lines The Length of a product mix is 20 items The Depth of Tide mix is 8 variants (if Tide in two scents, two formulation, two additives) The consistency of P&G product line is “consistent” as consumer goods but “ inconsistent” as different functions for buyer Safeguard Era Cheer Bounty Zest Gain Tide Puffs Luvs Camay Crest Bold Dreft Charmin Pampers Oil of Olay Ivory Gleem Dash Ivory Snow Paper Products Diapers Bar Soap Toothpaste Detergents
Product and Brand Relationship ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product and Brand Relationship ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Co Branding and Ingredient Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Chapter12 Setting Product Strategy

  • 1. Part 5 : Shaping the Market Offerings Chapter 12 – Setting Product Strategy
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  • 4. Product and Brand Relationship Product Line Length Product Mix Width The Width of a product mix is 5 lines The Length of a product mix is 20 items The Depth of Tide mix is 8 variants (if Tide in two scents, two formulation, two additives) The consistency of P&G product line is “consistent” as consumer goods but “ inconsistent” as different functions for buyer Safeguard Era Cheer Bounty Zest Gain Tide Puffs Luvs Camay Crest Bold Dreft Charmin Pampers Oil of Olay Ivory Gleem Dash Ivory Snow Paper Products Diapers Bar Soap Toothpaste Detergents
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