This will tackle about the Product length, width , depth , consistency etc. It will also include the brands, Trademark and brand name.

2.  A company’s product mix (also called product assortment) is defined as
the set of all product lines and items that a particular seller offer for sale
to buyers.
 A company’s product mix can be described as having a certain width,
length, depth, and consistency.
 Avon’s product-mix consists of three major product lines: cosmetics,
jewelry, and household items. Each product line consists of several sub-lines
 Example: cosmetics break down into lipstick, powder, and so on.
 All together Avon’s product mix includes 1,300 items. A large supermarket
handles as many as 10,000 items, General Electric manufactures as many
as 25,000 items.

3. PRODUCT-MIX WIDTH
Detergents Toothpaste Bar soap Deodorant Diapers Coffee
Ivory snow Gleem Ivory Secret Pampers Folger’s
Tide Crest Camay Sure Luvs Instant folger’s
Joy Lava High point
Cheer Kirk’s Folger’s flake
Oxydol Zest
Dreft Safeguard
Dash coast
Cascade
Duz
Ivory liquid
Gain
dawn

4.  width - how many different product lines the company carries
 length - the total number of items in its product mix.
 depth - how many variants are offered of each product in the
line.
 consistency - how closely relate the various product lines are in
end use, production requirements, distribution channels or some
other way.
 The four dimensions of the product mix provide the handles for
defining the company’s product strategy
 Product-mix planning is largely the responsibility of the
company’s strategic planners. They must asses, with information
supplied by the company marketer’s, which product lines to grow,
maintain, harvest and divest.

6.  A product mix is made up of various product lines.
 A product line is defined as a group of products that
are closely related, because they function in a
similar manner, are sold to the same customer
groups, are marketed through the same types of
outlets, or fall within given price ranges.

7.  A brand is a name, term, symbol, special design
 AMA definition
 Benefits of Branding :
 Identification
 Encourage repeat sales.
 Facilitates new product
introduction

8.  A brand name
is the verbal part
of the brand.
 A brand mark is the part of the brand that appears in the form of a
symbol, design, distinctive coloring, or lettering. It is recognized by
sight but cannot be uttered or vocalized.

9.  A trademark defined as a brand that is given legal protection because,
under the law, it has been appropriated tone seller.
 One method of
classifying brands is on
the basis of who owns them
– producers or retailers.
 For many years, National Brands have been used to describe brands owned by producers,
while private brands/Private labels for brands owns by retailers.
 Lanham Act of 1964
 Sets severe penalties for trademark infringement.
 The injured party can sue for triple damages and recovery of any profit.

10. 1. Suggestive of the product’s characteristics – Its benefits, use, or action. Some names that
suggests desirable benefits are Mr. Clean, Softee, Manila Pure, Beauty Rest , and Carefree.
2. Easy to pronounce, spell, and remember. Some simple, one-syllable names include Tide,
Coke, Joy, raid and Axe.
3. Distinctive. Some companies begin their brand names with adjectives, like Allied Bank and
United Airlines, Distinctive brand names include Swatch, Avon, Nokia, Coke and Porsche.
4. Adaptable to new products that may be added to the product lines. Nokia is clearly a
brand name for mobile phones. Ligo has always been known for sardines, but when it
expanded its line to soaps, the name lost its sales appeal.
5. Capable of being registered and legally protected. Generic names would not meet this
criterion. Example, the word “ice cream” used as a brand name cannot by itself be
registered and legally protected.