1. .. .
.
..
.
.

2. .
.
Ashok Leyland
is known for
its products

3. Product
it is anything that can be offered in a market for
attention, acquisition, use, or consumption
that might satisfy need or want

4. .
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Durability
Tangibility
Use

5. .
.
Nondurable
goods
Durable
Services
goods

6. Non Durable Goods: These tangible goods are
normally consumed in one or few use. Like
Soft drinks, soap etc. These goods are
purchased frequently
Marketing Strategy
• Should available in many location
• Charge only just above than mfd
• Advertise heavily to make it presence

7. Durable Goods:
These tangible goods are normally survive in
many uses. Like Refrigerators, TV, Machine
Tools, Cloth Etc.
Marketing Strategy
• Required more Personal selling
• Need higher Margin
• Perfect Guarantee

8. Services:
These intangible products are based on quality.
Like: Legal Advisor, CA Firm, service
industries.
Marketing Strategy
• Much quality required
• Strong Credibility need

10. .
Consumer Goods Classification
.
Convenience Shopping
Specialty Unsought

11. Convenience products are consumer products
and services that the customer usually buys
frequently, immediately, and with a minimum
comparison and buying effort
Like:
Newspapers
Candy
Fast food

13. Shopping products are consumer products and
services that the customer compares carefully
on suitability, quality, price, and style
Like:
Furniture
Cars
Appliances

15. Specialty products are consumer products and
services with unique characteristics or brand
identification for which a significant group of
buyers is willing to make a special purchase
effort
Like:
Medical services
Designer clothes
High‐end electronics

16. Unsought products are consumer products that
the consumer doesn't want to know or knows
about, but doesn’t normally think of use.
Like:
Life insurance
Funeral services
Blood donations

17. .
.
Materials and parts
Supplies/
Capital items
business services

18. • Material & Parts:
These are the goods that's support the company in
manufacturing of Product & other finished goods.
Like iron ore, Cotton, Fish etc.
• Capital items:
These are the long lasting goods which facilitate
developing & managing the finished goods. like,
Engineering machine , Construction machine etc.
• Supplies & Business Services:
These are the short term goods & services that
facilitate developing or managing the finished
product. Like Coal, Petroleum etc

19. Product Line Length:
A Company lengthen its product line in two way
• Line Stretching
• Line Filling

20. Line Stretching:
• Company used to identify the total possible
product of its range.
• when a company lengthens its product
beyond its current range line stretching occur.
Company can stretch its line in following way

21. .
.
Down-Market Stretch
Up-Market Stretch
Two-Way Stretch

22. Down market Stretch
A company want to lowered price line for following
three reason.
• The company might feel strong opportunity to
enter in the lower segment
• The company may tie-up with that segment
company , otherwise this company may enter in
higher segment & can give the strong competition
• The company may find the declining of the
present market
Like:
Fmcg major enter in Shampoo pouch, Tata Nano

23. Up market Stretch
A company wants to increase price line for
following reason.
• Company wishes to enter in high end market
• Want to achieve more growth
• Understand high Margin
• Understand the luxury Market
Example: Armani Cloth, Toyota Lexus , Nissan Infiniti

24. • Company wants to grow in all direction
• Want to balance one of the segment
with other
Example: Titan watches, Premium Range
of the this watches are Edge, Nebula,
Xylus & For Lower range It is Sonata.

25. A firm can lengthen its product line by adding more
products in the existing range. There are following
reasons for line filling
• Allow the customer to choose product from the given
brand
• Trying to satisfy dealers who may complain for
shortage of particular product
• Reaching for good profit
• Utilize its maximum capacity
• Expose itself as full line company
• Do not allow any space for the competitors
Example: HUL- Lux, Liril, Hamam, Rexona