PRODUCT MIX
Product mix or product assortment refers to the number of product lines
that an organisation offers to its customers.
Product line is a group of related products manufactured or marketed by
a single company. Such products function in similar manner, sold to the same
customer group, sold through the same type of outlets, and fall within a same
price range.
Sunsilk is manufactured by
Unilever. HUL is India's largest marketer of Soaps, Detergents and Home Care products. It has the country’s largest Personal Products business, leading in Shampoos, Skin Care Products, Colour Cosmetics and Deodorants. HUL is also the market leader in Tea, Processed Coffee, branded Wheat Flour, Tomato Products, and Ice cream, Soups, Jams and Squashes. Any company’s product mix has four dimensions: we see the product mix width, length, depth
and consistency.
Product width- The number of
different product lines the company carries. HUL carries a wide variety of product lines. Home care, personal wash, foods & Beverages. These are categories in which HUL sells its products through various items.
Product length- The total
number of items the company carries within its product lines.
Product Depth- Assortment of size, color and models offered in each item of a product line.
Product consistency- It refers to the relationship of various product line either in their end use, production requirement, distribution channel or other way.
for example- HUL manufacturer of various hair care products like Sunsilk, Clinic plus, clear, dove all of these have separate production requirement, have different distribution channel compared to Sunsilk.
PRODUCT LEVELS
CORE BENEFIT- The core benefit that the sunsilk brings towards its customers
is that it makes their hair clean and healthy and gives nourishment.
BASIC PRODUCT- This represents all the qualities of the
product. It fulfils the core benefit.
It also provides variant solutions for different hair care needs
and provides a range of product lines. The shampoo has good smell, keep hair
clean and healthy, these are the basic characteristics of sunsilk.
EXPECTED PRODUCT- This
is about all aspects the consumer expects to get when they purchase any hair
care product according to their hair texture and requirements. Customers
expectations from sunsilk shampoo that it gives smoothening of hair, to prevent
hair fall, black shiny hair, to construct damaged hair.
AUGMENTED PRODUCT-
This refers to all additional factors which sets the product apart from that of
the competition. And this particularly involves brand identity and image.
The augmented aspect of it
is the fact that the packaging is nicely integrated, assurance of proper hair
treatment is guaranteed and an after-sales service which is observed to answer
all the customers’ needs.
POTENTIAL PRODUCT- This
is about augmentations and transformations that the product may undergo in the
future.
PRODUCT HIERARCHY -
Each product is related
to certain other products. The product hierarchy stretches from basic needs to
particular items that satisfy those needs. There are 6 levels of the product
hierarchy:
1.
Need family:
The core need that underlines
the existence of a product family.
Need family for sunsilk- personal care
2.
Product family:
All the product classes
that can satisfy a core need with reasonable effectiveness. For example, all of
the products like computer, calculator or abacus can do computation.
Product family- hair
care
3.
Product class:
A group of products
within the product family recognised as having a certain functional coherence.
For instance, personal computer (PC) is one product class.
Product class- Shampoo
4.
Product line:
A group of products
within a product class that are closely related because they perform a similar
function, are sold to the same customer groups, are marketed through the same
channels or fall within given price range. For instance, portable wire-less PC
is one product line.
Product line- Sunsilk
5.
Product type:
A group of items within
a product line that share one of several possible forms of the product. For
instance, palm top is one product type.
Type- variants like
yellow colour- dream and soft sunsilk shampoo, pink colour- lusciously thick
and long shampoo, orange colour- damaged hair reconstruction shampoo, blue
colour- anti dandruff shampoo etc.
6.
Item/stock-keeping unit/product variant:
A distinct unit within a brand or product line
distinguishable by size, price, appearance or some other attributes. For
instance, LCD, CD- ROM drive and joystick are various items under palm top
product type.
Items- SKU, 50ml, 100ml,
350ml etc
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