1. PRODUCT
Presented by:
Priyanker Kashyap
Safder M A
Priyanka Verma

2. 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.

3. Product
Tangible Intangible
Product Product
Goods Services

4. FEATURES OF PRODUCT
Tangibility
Associated Intangible
Attributes Attributes
Features
of Product
Exchange Customer
value Satisfaction

5. LEVEL OF PRODUCT
Potential Unexpected Feature
Product
Augmented Luxury Feature
Product
Expected
Product Expected Feature
Generic
Product Basic Feature
Core Basic Product
Benefit

6. CLASSIFYING PRODUCT
Non-Durable Products
 Soft Drinks, Soaps, etc.
Tangible
Durable Goods
 Furniture, Electronics, etc.
Services
Intangible
 Appliance Repairs, Legal Advices

7. CLASSIFYING PRODUCT
Tangible Products further Classified as:
 Consumer Products
 Industrial Products

8. CONSUMER PRODUCTS
Convenience Products
o Soft drinks, Magazines, Laundry detergent, etc.
Shopping Products
o Major appliances, Television, Furniture, Clothing, etc.
Specialty Products
o Luxury Goods, such as Rolex watches or fine crystal
Unsought Products
o Life Insurance, Reference books, etc.

9. 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

10. PRODUCT MIX
& PRODUCT LINE

11. PRODUCT MIX
The assortment of products that a
company offers to a market
Width
Length
Depth
Consistency

12. 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

13. PRODUCT LINE
 One Product But Used in Different Areas.
Lamps:
• Table
• Ceiling
• Track
• Desk

14. PRODUCT MIX
Product Line 1 Product Line 2 Product Line 3
Table Mobile Phone
Bag
• Kitchen • 2G
• Hand
• Dining Room • 3G
• Travel
• Coffee • Dual Sim
• Laptop
• Outdoor • Touch Screen
• Sports
• Conference • Android
• Sling
• Computer • Windows

15. CONCEPTUALIZATION OF PRODUCT MIX
WIDTH
Tata Tata Tata Tata
Motors Steel Tea DTH
# of Lines= 4 D
Gemini
Bus Bars E
Tea
P
T
Truck Plates
H
Car

16. PRODUCT MIX EXAMPLE
Width (# of Lines)=5
Oral Skin
Laundry Foods Tea
Care Care
Fair &
Surf Excel Kissan Brooke
Pepsodent Lovely
Bond
Depth
Pond’s Rin Knorr
Close-up Lipton
Vaseline Wheel Annapurna
 Length (# of items)=13

17. THANK YOU