Marketing of financial products Marketing Mix - Product and Product Mix
How can a company build and manage its product mix and product lines?
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Transcript of How can a company build and manage its product mix and product lines?
PRODUCT LINE
A product line
manufactures a particular
type of product from the
set of many products.
HEWLETT PACKARD manufactures
laptop, mobile phones and PC’s.
Each of which has a different
product line.
SAMSUNG has many product lines
within its product mix. It produces
mobile phones, televisions, fridge,
washing machines etc. each having
a different product line.
1. Adding new products lines, thus widening
its product mix.
2. Company can lengthen its product line.
For ex: Televisions
SAMSUNG keeps on lengthening its
product line by introducing LED, LCD, plasma,
Smart range in its television product line.
1. Adding new products lines, thus widening
its product mix.
2. Company can lengthen its product line.
3. Deepening its product mix. Adding more
products variants to each product which
can be up-market, down-market or both of
them.
For ex: Mobile Phones
SAMSUNG keeps on introducing its new
mobile phones thus deepening its product line.
1. Adding new products lines, thus widening
its product mix.
2. Company can lengthen its product line.
3. Deepening its product mix. Adding more
products variants to each product which
can be up-market, down-market or both of
them.
4. Company can pursue more product line
consistency.