The document discusses product mix in detail, beginning with definitions of a product and the key components of a product mix. It then provides examples of ITC's diverse product portfolio across various business segments including FMCG (foods, cigarettes, lifestyle retail, stationery, personal care, safety matches, agarbathis), paper and packaging, and agriculture. Within FMCG, it delves into the various brands and product varieties offered by ITC in food products (Aashirvaad, Sunfeast, Candyman, Bingo), cigarettes, lifestyle retail, stationery, personal care, and kitchen foods.

1. Product - Mix

2. • A product is any thing that can be offered to the market that
satisfy customers needs and wants.
PRODUCT
TANGIBLE INTANGIBLE

3. • A product is both what seller has to sell and what buyer has to
buy.
• It is a bundle of physical, chemical or intangible attributes that
have the potential that satisfy present and potential customers
wants.
• It means goods and services which combination of company
offers to the target market .
• A product is anything that can be offered to market to satisfy a
want or need.
• Product that are marketed include physical good, services,
experiences, events, person, place, properties, organization,
information and ideas

4. • A product is anything that can be offered to a market for attention,
acquisition, use or consumption that might satisfy a want or need.
• While formulating the marketing strategy, product decision
include:
 What to offer?
 Brand name
 Packaging
 Quality
 Appearance
 Functionality
 Accessories
 Installation
 After sales service
 Warranty

5. Features of Product
• Tangible
• Intangible
• Associated attributes
• Exchange value
• Customer satisfaction

6. As the total composite of products offered by a
particular organization, consists of both product lines and
individual products.
Is a group of products within the product mix
that are closely related, either 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. : It refers to the no. of different product lines
the company carries.
: It is the total no. of items the Company
carries within its products lines.
: refer to the no. of versions, offered of each
product in the line.
: refers to how closely related the various
product lines are in end use, production requirements,
distribution channels, or some other way.

8. UNIQUE SELLING
PROPOSSITION
• A unique selling proposition (USP) is a description of the
qualities that are unique to a particular product or service and
that differentiate it in a way which will make customers
purchase it rather than its rivals.

9. UNIQUENESS
• By offering at the lowest price
• By offering the highest quality
• By being exclusive
• By offering the best consumer service
• By offering widest choice

10. Unilever products

11. Soap Shampoo Cream Toothpaste
PERSONAL CARE FOOD &
DRINKS
TeaIce
creamLux
Dove
Lifebuoy
Clear
Dove
Lifebuoy
Close up
Pepsodent
Cornetto
Magnum
Lipton
Supreme
Ponds
Dove
Fair
& Lovely
Product
Mix
Depth
Product Line - 1
Product Mix Width
Product Line -
2
Product Line Length Product Line
Length
Product Mix Length
Consistency

12. Product mix strategies

13. (HUL’s )Product policy
Color
cosmet
ics
Skin
care
Oral
care
Confe
ctiona
ries
Hair care Deodora
nts
Soap
s &
deter
gents
Toilet
Soaps
Bever
ages
food
Lakme Fair &
lovely
pepsoden
t
Max Sunsilk Axe Surf Liril 3 roses Knorr
Annapur
na Atta
Aviance Pond’s toothbrus
h
Clinic Pond’s Rin Lifebuoy Lipton
yellow
label
Knorr
Annapur
na Salt
Close up Rexona Wheel Lux Lipton
green
label
Modern
foods
range
Denim Vim Breeze Lipton
Ice tea
Kwality
Wall’s
feast
Ala Pears Red
Label
Kwality
Wall’s
cornetto
OK Hamam TajMaha
l
Sundae’
Dove Brooke
Bond
Kissan
Savlon Bru

14. Product mix concepts
Product Mix – set of all products offered by the company for
sale
Product line- a group of related products constitute a product
line
E.g – Bata had a range of 1138 product lines(2009)
Width of Product mix- no of product lines in the product mix
e.g 10 lines in HUL’s product mix
Length of the product mix is the total no of items in the mix(in
example ,it is 46)
Avg length of a line- total length/no of lines

15. Product mix concepts
• Depth – the depth of the product mix is the assortment of all
sizes, colours and variations offered for each product in the
product line
– For example- Lifebuoy Active Red comes in three sizes-
125 gms,100 gms and 60 gms cakes
• Consistency : closeness exhibited by the product lines in
production requirements , distribution and end usage
– For example- most of the HUL Product lines are consistent
as they are consumer goods distributed using similar
channels and produced using similar facilities

16. Product Mix Strategies
Trading up - Offer high priced , prestige products to their
existing product line in an effort to increase the sale of their
low priced products and enhance the company image
E.g. – Lifestyle
Trading down –new products, low priced to the existing line
E.g –Marriot Corporation introduced a new chain of Hotels
called ‘Holiday Inn’ to cater to the needs of not so affluent
customers

17. Product Mix strategies
• Product line analysis – too short Vs too long
• Company’s objectives affect product line length
• Market share and Higher Profitability

18. Line stretching
• A company stretches its product line beyond the current range
of products.
• It can stretch its product line in either the down market , up
market or both
Down Market stretch – introduce the products at a lower price
E.g – 3 Roses for the lower end market (HUL)
Reasons- Middle market stagnation, potential for growth in
Down market ,aim to tie up with the lower end competitors

19. Up market stretch
• Enter the high end of the market
• The objective of the firm may be to have higher growth ,
increase its margins, or to simply project itself as a full line
mfgg firm
E.g Lipton Yellow Label (HUL) is a high end stretch with Rs
75 for 250 gms tea .
• A company serving in the middle market might indulge in
stretching its product line both ways – upward and downward

20. Presentation on Product Mix of ITC

21. What is product mix?
• Product Mix is the total number of product choices a
company offers their customer.
• Large groups of Industries may have diversified products
within core competency.
• Larsen & Toubro Ltd, Godrej, Reliance, ITC etc. in India are
some of the examples.

22. ITC PRODUCT MIX
FMCG
FOOD
CIGARETTES
LIFESTYLE-retailing
STATIONERY
PERSONAL CARE
SAFETY MATCHES
AGARBATH
HOTELS
WELCOMEGROUP
WELCOME HERITAGE
FORTUNE
LUXURY COLLECTION

23. ITC PRODUCT MIX
• PAPER BOARD AND PACKAGING
• AGRI BUSINESS – rural services, leaf tobacco, spices, agri-
input

24. FMCG-ITC
FOOD -ashirwad, sunfeast, candyman,bingo, kitchen of india

25. FMCG ITC-CIGARETTES
• INSIGNIA
• INDIA KINGS
• GOLD FLAKE
• SILK CUT
• NAVY CUT
• CAPSTON
• SCISSORS
• BRISTOL
• FLAKE
• BERKERLY

26. FMCG ITC-LIFE STYLE RETAILING
• WILLS LIFE STYLE
• JOHN PLAYER
• MISS PLAYER

27. FMCG ITC-EDUCATION & STATIONERY
• CLASSMATE
• PERFECT CRAFT
• EXPRESSIONS

28. FMCG ITC-PERSONAL CARE
• FIAMA D’ WILLS
• VIVEL D’ WILLS
• SUPERIA

29. FMCG ITC-SAFETY MATCHES & AGARBATHIS
• MANGALDEEP
• EXPRESSIONS
• I-KNO
• EXPRESSION

30. FMCG ITC-KITCHEN OF INDIA
• CURRY PASTES (butter
chicken, fish curry,dum
aloo)
• CHUTNEYS (shredded
mango, mango& jeera,
mango & garlic
• BIRYANIS- (noor mahal,
bohri)
• DESSERTS- (jodhpuri
moongdal halwa, awadhi
badam halwa)

33. ASHIRVAD VARIANTS
• FLOUR –aashirvad,
select atta, chakki atta
• SALT
• SPICES – chilli powder,
turmeric powder, coriander
powder, pickle mirch
• INSTANT MIXES- gulab
jamun, rawa idli, rice idli,
rice dosa, khaman dokla,
rasmalai

34. ASHIRWAD
• ATTA
• SALT

35. SUNFEAST VARIANTS
• BISCUITS –butter, cashew,
crunchy coconut
• SNACKY- chilly flakes,
classic salted
• GLUCOSE- orange, nice,
milky magic
• DREAM CREAM -choco,
vanila, orange, milk cream
• GOLDEN BAKERY -
choconut, butternut, butter
scotch
• FIT-KIT – multi-grain,
vitamin
• PASTA –cheese, pizza,
chicken

36. SUNFEAST VARIETIES

37. FOODS
• MINTO – Mint o fresh , mint o cool blue, orange mint, lemon
mint

38. CANDY MAN
• FRUIT FUN
• BUTTER SCOTCH LICKS
• ECLAIRS
• COFITINO
• NATKAT MANGO
• NATKHAT GUAVA
• MANGO LINKS
• MAHA MANGO
• LACTO

39. BINGO
 POTATO CHIPS – Salted,
masala, tomato, chatkila
nimbu achar, tandoori paneer
tikka
 MAD ANGLES – Tomato
mischief, chilli dhamaka,
achaari masti
 HATKE JATKE –Funky
masala, tomato twist

40. LIFE STYLE RETAILING
• WILLS LIFESTYLE (wills classic, wills sports, wills
clublife, wills signature)

41. PERSONAL CARE
• VIVEL D’ WILLS
• FIAMA D’WILLS
• SHAMPOOS