Product line and mix: Dr. Gopal Thapa, Associate Professor

1. Product Line and Mix
Strategies
Dr. Gopal Thapa
Associate Professor
Tribhuvan University

2. Product Line Strategies
 Product line is a group of closely related products
 They perform similar functions
 They are sold to the same customer groups
 They are marketed through the same channels
 They fall within given price ranges
8/26/2019 Copy right reserved 2

3. Product Line Strategies
 Product line length
 Line Expansion
 Line Stretching
 Trading Up (Upward Stretch)
 Trading Down (Downward Stretch)
 Both way Stretch
 Line Filling
 Line Contraction
 Product Line Modernization
 Line Featuring
8/26/2019 Copy right reserved 3

4. Product Mix
 A product mix or product assortment is the set of
all products and items a particular seller offers for
sale.
 A product mix consists of various product lines
 It consists of width, length, depth and consistency
8/26/2019 Copy right reserved 4

5. Product Mix
 Product width: the width of product mix refers to how
many different product lines the company carries.
 Product length: the length of a product mix refers to the
total number of items in the mix.
 Product depth: the depth mix refers to how many variants
are offered of each product in the line
 Product consistency: the consistency of the product mix
describes how closely related the various product lines in
end use, production requirements, distribution channel or
some other way
8/26/2019 Copy right reserved 5

6. Branding
 A brand is a name, term, design, symbol or any
other feature that identifies one seller's good or
service as distinct from those of other sellers
 "name, term, sign, symbol or design, or a
combination of them intended to identify the
goods and services of one seller or group of sellers
and to differentiate them from those of other
sellers.
 AMA
8/26/2019 Copy right reserved 6

7. Branding
 Brand name: pronounceable word, letter numbers
 Brand mark: symbol, design, color
 Trade mark: legally protected brand
8/26/2019 Copy right reserved 7

8. Branding Policies
 Brand or not brand
 Brand selection
 Individual brand
 Family brand
 Mixed brand
 Brand ownership
 Manufacture’s brand
 Private/middlemen’s brand
 Licensed brand
 Brand repositioning: Datsun/Nissan, LG/Goldstar
8/26/2019 Copy right reserved 8

9. Branding Strategies
 Brand extension
 New brand
 Co-brand
 Brand equity
8/26/2019 Copy right reserved 9

10. Reasons for branding
 Product identification
 Quality consistency
 Prestige and status
 Promotion
 Efficiency
 Legal protection
 Social well being
8/26/2019 Copy right reserved 10

11. Reasons for not branding
 High cost
 Low quality
 Perishable products
 Homogeneous products
 Legal formalities
8/26/2019 Copy right reserved 11

12. Essentials of good brand
 Brevity
 Distinctiveness
 Adaptable
 Product attributes
 Legal protection
 Relevant
 Positioning
8/26/2019 Copy right reserved 12

13. Packaging
 Packaging includes the activities of designing and
producing container or wrapper for a product
 Philip Kotler
8/26/2019 Copy right reserved 13

14. Types of Packaging
 Unit packaging: one product in one package
 Family packaging: Jumbo pack
 Line packaging: Identical packaging for all items
in a product line
 Bundle packaging: several related items in a pack
8/26/2019 Copy right reserved 14

15. Levels of Packaging
 Primary package
 Secondary package
 Shipping package
8/26/2019 Copy right reserved 15

16. Functions of Packaging
 Containment
 Product protection
 Identification
 Promotion
 Product differentiation
 Distribution
8/26/2019 Copy right reserved 16

17. Essentials of Good Packaging
 Attractive
 Convenient
 Economic
 Reusable
 Communicative
 Environmental friendly
8/26/2019 Copy right reserved 17