PRODUCT, PRODUCT MIX ND USP

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PRODUCT, PRODUCT MIX AND USP:

PRODUCT, PRODUCT MIX AND USP MADE BY:- PHILIP GYAN SANJAY

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

TYPES OF PRODUCTS:

TYPES OF PRODUCTS PRODUCT BUSINESS PRODUCTS CONSUMER PRODUCTS SHOPPING PRODUCTS CONVENIENCE PRODUCTS SPECIALTY PRODUCTS UNSOUGHT PRODUCTS

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MARKET CONSIDERATION CONVENIENCE SHOPPING SPECIALITY UNSOUGHT Consumer buying behavior Frequent purchase, little planning or shopping efforts Less frequent purchase, much planning and shopping efforts, comparison of brands Strong brand preference & loyalty, special purchase efforts, little comparisons of brands Little product awareness knowledge Price Low price High price High price Varies Distribution Widespread distribution, convenient location Selective distribution in fewer outlets Exclusive distribution in only 1 or few outlet per market area Varies Promotion Mass promotion by the producer Advertisement and personal selling by both producer and reseller More careful targeted promotion by both producer and seller Aggressive advertisement and personal selling by producer and reseller Example Tooth paste, magazines, detergents. Major appliances such as television, furniture, clothing Luxury goods such as Rolex watches or fine crystal Life insurance, red cross blood donations

Product mix:

Product mix Product mix: As the total composite of products offered by a particular organization, consists of both product lines and individual products. Product line: 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

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Product width : It refers to the no. of different product lines the company carries. Product length : It is the total no. of items the Company carries within its products lines. Product depth : refer to the no. of versions, offered of each product in the line. Product consistency : refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. PRODUCT MIX

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KITCHEN OF INDIA INDIA KINGS WILLS LIFESTYLE CLASSMATE FIAMA D’ WILLS MANGALDEEP AASIRWAD GOLD FLAKE JOHN PLAYER PAPERCRAFT VIVEL D” WILLS EXPRESSION SUNFEAST SILK CUT MISS PLAYER EXPRESSION ESSEZA D” WILLS MINT-O NAVY CUT CANDY MAN SCISSORS BING O FLAKE CAPSTON FMCG FOODS CIGARETTS LIFESTYLE/ RETAILING PERSONAL CARE AGARBATTI EDUCATION/ STATIONERY

PRODUCT LEVEL:

PRODUCT LEVEL PRODUCT LEVEL CORE BENEFIT EXPECTED PRODUCT POTENTIAL PRODUCT AUGMENTED PRODUCT GENERIC PRODUCT

CONT…….:

CONT……. Core benefit : Communication Basic product : Features & design- small size, sliding, good display etc. Quality level – excellent quality. Brand name- Nokia, LG, Samsung . Expected product : looks good, light weight, easy to operate, colour display. Augmented product : camera, mobile tracker, lager battery life. Potential product : Tv channels, 3 Sim , 3G-4G compatible devices

UNIQUE SELLING PROPOSSITION:

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.

Cont….:

Cont…. Example 1- Package Shipping Industry Pain- I have to get this package delivered quick! USP - "When it absolutely, positively has to be there overnight." (Federal Express) Example 2 - Food Industry Pain - The kids are starving, but Mom and Dad are too tired to cook! USP - "Pizza delivered in 30 minutes or it's free." (Dominos Pizza)

UNIQUENESS :

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

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THANK YOU !!!

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