Concept Of Product Line And Product Mix Pdf

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concept of product line and product mix pdf

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What is the marketing mix and the 4ps of marketing model? What entices consumers to engage with your business and buy your product or service?

Product mix, also known as product assortment, refers to the total number of product lines a company offers to its customers. For example, your company may sell multiple lines of products. Your product lines may be fairly similar, such as dish washing liquid and bar soap, which are both used for cleaning and use similar technologies. Or your product lines may be vastly different, such as diapers and razors.

Product Line Decisions – Building a Product Line

After having taken a look at the product line decisions , product mix decisions need to be discussed. Product mix decisions arise as soon as an organization has several product lines. But what is a product mix, and what product mix decisions are to be taken? Before turning to the product mix decisions, we first have to know what the product mix actually is. The product mix, also called product portfolio, is the set of all product lines and items that a company offers for sale.

What Is a Product Mix?

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A product is an item produced or procured by the business to satisfy the needs of the customer. It is the actual item which is held for sale in the market. A company usually sells different types of products. These different product brands are also known as product lines. A combination of all these product lines constitutes the product mix. Product mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers.

The product includes both tangible and intangible items available for sale in the market. A company sells a variety of products at a time. For example, PepsiCo sells hundred of products under the product lines of beverages, food, and nutritional products. These product lines, when combines, are known as product mix. The company may have one or several product lines, and each product line may have several products.


You will study the meaning and essential attributes of a product, types of products​, product mix and product line,! related strategies, and the concept of product.


What is Product Mix

Beyond decisions about individual products and services , the product strategy also requires product line decisions. That is, it calls for building a product line. But what is a product line, and how should it be set up? An introduction to product line decisions. A product line is a group of products that are closely related manufactured by a single company.

What Is Product Mix? Explanation With Examples

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Marketers must often make product adjustments in order to keep the product competitive and continue to provide satisfaction to the buyer. Discuss strategies for adjusting products in response to changes in consumer taste and the marketplace. As more brands enter the marketplace, winning and holding buyers becomes more difficult. This is a result of:. Because of factors such as these, a decision is made either to identify ways of adjusting the product in order to further distinguish it from others, or to design a strategy that will eliminate the product and make way for new products. The specific strategy to accomplish these aims may be in several general categories, described below.

A successful product mix strategy enables a company to focus efforts and resources on the products and product lines within its offerings that have the greatest potential for growth, market share, and revenue. A product line refers to a product category or brand marketed by a company. Products within a product line all perform a similar function, offer similar benefits, target similar customers, are similarly priced, and follow similar distribution channels.


Ideas.: Family Planning / Safe Driving. -. While planning its market offerings, marketer needs to think through five level of products. ▫ Core Benefit.


TUT Tactics

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5 Comments

  1. Calandre L. 03.06.2021 at 16:32

    The product mix of a company is generally defined as the complete set of all products a business offers to a market. The product mix (sometimes called “​product.

  2. Guy D. 04.06.2021 at 03:02

    The Concept of a Product Line: Groups of products that are used together, sold to the same customer group, fall within given price ranges, or marketed through the same channels are known as product lines.

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