1. PRODUCT MIX, STRATEGIES AND
PRODUCT LINE DESIGNS
For the subject: Elements of Marketing
mba-825
Presented By: Harshul Nagpal
III Semester
Roll No.-50
Institute of Management Studies, Kurukshetra University Kurukshetra

2. PRODUCT
LEVELS

3. PRODUCT
CLASSIFICATIONS
 Durability and Tangibility
Nondurable goods
Durable goods
Services

4. NONDURABLE
GOODS
Consumed in one or a few uses

5. DURABLE GOODS
They normally survive many uses

6. Services
Inseparable, variable products
Examples - Legal advice, Repairs

7. PRODUCT
CLASSIFICATIONS
 Consumer Goods
Convenience goods
Shopping goods
Specialty goods
Unsought goods

8. Convenience goods
Purchased frequently with a minimum
effort

9. Shopping goods
Characteristically compared in the process of
selection and purchase

10. Specialty goods
Needs a special purchasing effort

11. Unsought goods
Goods for which the consumer is unaware or
rarely thinks of buying them
Examples - Encyclopedias, Reference Books

12. PRODUCT
CLASSIFICATIONS
Industrial Goods
1. Materials and Parts
 Raw Materials
 Farm Products
 Natural Products
 Manufactured materials and parts
 Component materials
 Component parts

13. RAW
MATERIALS
NATURAL
PRODUCTS
FARM
PRODUCTS

14. PRODUCT
CLASSIFICATIONS
Industrial Goods
1. Materials and Parts
 Raw Materials
 Farm Products
 Natural Products
 Manufactured materials and parts
 Component materials
 Component parts

15. Manufactured materials and parts
COMPONENT
PARTS
COMPONENT
MATERIAL

16. PRODUCT
CLASSIFICATIONS
2. Capital Items
 Installations
 Buildings, factories
 Heavy equipments
 Equipments
 Factory equipment
 Tools
 Office equipment

17. INSTALLATIONS

18. PRODUCT
CLASSIFICATIONS
2. Capital Items
 Installations
 Buildings, factories
 Heavy equipments
 Equipments
 Factory equipment
 Tools
 Office equipment

19. EQUIPMENTS

20. PRODUCT
CLASSIFICATIONS
3. Supplies and Business services
 Maintenance and repair items
 Operating Supplies
 Business repair services
 Business advisory services

21. PRODUCT
DIFFERENTIATION
 Form
 Features
 Performance Quality
 Conformance Quality
 Durability
 Reliability
 Reparability
 Style

22. SERVICES
DIFFERENTIATION
 Ordering Ease
 Delivery
 Installation
 Customer Training
 Customer Consulting
 Maintenance and Repair

23. PRODUCT MIX
 Product Width
 Product Depth
 Product Length
 Product Consistency

24. PRODUCT MIX OF

25. Mobile Phone
TV MP3 and Camera & Camcorder
Home Appliances
IT Laser Printer
Audio/Vi
deo
Touch LED TV Blu-ray Digital Refrigerato Notebook Mono Laser
Phone Player Camera r Printer
Style LCD TV DVD Digital Washing Monitor Mono Laser
Phone Player Camcorder Machine MFP
Multime Plasma Multimedi A.C Optical Color Laser
dia TV a Player Disc MFP
Phone Drives
Business Ultra Home Microwave Color Laser
Phone SlimFit Theatre Oven Printer
TV
Guru Flat TV General Smart Inkjet Fax
Series Audio Oven Machine
Dual Consumable/
Sim Toner
Phone
CDMA
Phone

26. PRODUCT-LINE
LENGTH
 Line Stretching
 Line Filling
 Line Modernization, Featuring and Pruning

27. PRODUCT-MIX
PRICING
 Product-Line Pricing
 Optional-Feature Pricing
 Captive-Product Pricing
 Two-Part Pricing
 By-Product Pricing
 Product-Bundling Pricing