Major Product
Decisions
Drishti Mahajan
Roll. No. 7
M. Com(h) – 2nd sem
UBS
Prepare for your exams
Study with the several resources on Docsity
Earn points to download
Earn points by helping other students or get them with a premium plan
Guidelines and tips
Prepare for your exams
Study with the several resources on Docsity
Earn points to download
Earn points by helping other students or get them with a premium plan
Community
Ask the community
Ask the community for help and clear up your study doubts
University Rankings
Discover the best universities in your country according to Docsity users
Free resources
Our save-the-student-ebooks!
Download our free guides on studying techniques, anxiety management strategies, and thesis advice from Docsity tutors
This ppt highlights major product related decisions a company needs to take in order to market their product.
Typology: Lecture notes
2014/2015
1 / 15
This page cannot be seen from the preview
Don't miss anything!
Related documents
Partial preview of the text
Download Product decisions and more Lecture notes Marketing Management in PDF only on Docsity!
Major Product
Decisions
Drishti Mahajan
Roll. No. 7
M. Com(h) – 2nd sem
UBS
Product decisions
Individual product decision
Product line decision
Product mix decision
Product positioning
Product portfolio
management decisions
Product line decisions
(^) More than one product:
Products used together
Independent but similar products
Independent and dissimilar products
(^) Advantages :
Fuller utilisation of plant’s capacity
Reduction of per unit cost
Lower power cost(lower price, larger sales
and profit
Meet customer requirements
Product line decisions
Factors affecting decisions
Changes in market demand
Competitive action and reaction
Marketing influences
Product influences
Financial influences
Product mix
(^) Full list of product offered for sale by
the company.
(^) Any company’s product mix has four
dimension :
Width
Length
Depth
Consistency
Product mix decisions
(^) PRODUCT LINE ANALYSIS
Taking decision regarding whether adding new product line or not, lengthen the existing product line or not, analysis of product line is useful.
Product item
% contributi on to sales and profit
Product positioning
(^) Art of selecting, out of number of
unique selling propositions, the one which will get you maximum sales.
- Rosser Reeves (^) 4 components of product positioning
Perceptual mapping
Perceptual mapping
Product (^) benefits
Product benefits Segmentati on
Segmentati on
Product categories
Product categories
Product portfolio
management
BCG (Boston Consultancy Group) Model
(^) Basis:-
Market share trends
Industry sales growth trends
(^) Division of product portfolio in 4 quadrants