classification of product
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Classification of ProductTRANSCRIPT
PowerPoint PresentationAmity Business School
What is a Product?
A product is any tangible, intangible offering that might satisfy the needs or aspirations of a consumer.
A product has 3 basic levels
Core Product: This answers WHY the buyer should have it. It is also called as Generic Requirement.
Amity Business School
“Purchasing agents do not buy drills, they actually buy its ability to make same size holes”
Theodre Levit
Its consumers view of what a given product represents.
The aspiration of consumer differ from place to place and time to time.
Eg. For someone Washing Machine would be: comfort in washing the cloths, some, tough wash, some complete dryer…
Amity Business School
Tangible Specifications
Tangibility is added to the core product in the form of features, style, color, design, efficiency etc.
Eg. The Color of the machine
The Electricity consumption
Eg. Brand Name
Amity Business School
Classification of Products
The classification of the product depends upon the TANGIBILITY and DURABILITY found in an offering.
Typical classification of Product:
Amity Business School
Non Durable Products
Products that are consumed fast and are purchased on a regular basis. The consumer here spends minimum time and effort in comparing and buying the item.
Consumer Products are further classified according to its use: Personal, Family and Household as Convenience, Shopping and Specialty.
Amity Business School
FMCG
Fast Moving Consumer Goods are the Non Durable Goods. Eg. Sot Drinks, Chips, Ice Creams etc…. The consumer shows minimum effort in buying these articles.
FMCG is further sub divided into 3 Classes…
Amity Business School
Staples
These are goods purchased on a regular basis. Eg. Soap, Pulses, Toothpaste etc…
Whenever the stock is about to end the consumer buys these products again.
Amity Business School
Impulse Goods
These are the goods which are purchased without planning or search… Our external stimuli provokes us to buy these products. Eg. Cold drinks, Chocolates, Chips….
Most of the time the consumers aim is not buying the product solely but when spots them, feels, attracted and ends up in buying them.
Amity Business School
Emergency Goods
These goods are purchased when the need arises. Eg. Umbrellas in rainy season, Pullovers in winters etc..
The marketers tries for a very good distribution chain, as the sales is not the same throughout and whenever the need arises, the product should be available at maximum places…
Amity Business School
Characteristics of FMCG
1. Frequent Purchases: Salt, Rice, Chocolates
2. Low Involvement: The consumer will buy an alternative if the brand ask for is not available….
Exceptions to the rule: Products like Cigarettes, Personal Hygiene Products, Brand Loyalty.
Amity Business School
Characteristics of FMCG
The volume of the product required is very high.
Eg. An average family may require 3-4 Soaps a month… Imagine No. of family using it in the whole country???
If the organization cannot ensure high sales volume, they will have difficulties in surviving.
Amity Business School
Low Margins
As the product is required in high volume, there is an intense competition which makes the marketer sell the product with very less margin.
They earn through high volume sales to maximize their turnover.
The Key Becomes High Volumes Low Margins.
Amity Business School
Extensive Distribution Networks
Recall plays a very important role.
Brand Loyalty is not very high.
Consumer allows shopkeeper to decide for him.
Due to all this it becomes very important for the marketer to make its product available at maximum place possible.
Amity Business School
High Stock Turnover
It is a characteristic feature of FMCG. It is because these products are bought frequently or on a regular basis.
Which in turn allows the marketer to rotate the capital invested.
Amity Business School
Product Mix
It is the set of product lines and items that a particular company offers to buyers.
The Width of product mix refers to how many different product lines a company carries.
Product Line: It is a group of products that is closely related because they perform a similar function, targeted at the same customer groups, marketed through same channel.
Amity Business School
Detergents
Disposable Diapers etc.
If, Pantene comes in 4 variants in 3 different sizes, the depth of the product mix becomes 4 X 3 = 12. This can also be referred as Stock Keeping Units (SKU’s)
Amity Business School
Consistency of a product mix refers to how closely related the various product lines are to the end user.
The Width, Depth and consistency of product mix enables the company to define the Product Portfolio.
Amity Business School
Product Line
Line Stretching
Downward Stretch : It takes place when the company finds a particular segment (Lower) which is un-attended by the existing product. And introduces a product to cater that lower segment.
Upward Stretch : It is when company a company enters Upper market through Line Extension.
Amity Business School
Line Filling : A product line can be extended by adding more items to the existing range.
Reasons:
Reaching for more profits
Trying to satisfy dealers who complain about lost sales due to missing items in the line
Trying to utilize excess capacity
Trying to offer a full line of the production
Trying to plug holes in the positioning map.
Amity Business School
Line Modernization : Modernization is carried out continuously as competitors are constantly growing and coming out with new products and ideas.
In this process an Organization should not be too early, if so, It can harm the existing product or late so that competitors already have a hold in the market.
Amity Business School
Line Featuring
Its about featuring a particular product of the product line, so as to increase foot falls and then making the consumer exposed to other products too.
Amity Business School
Multi-brand Strategy
When a company nurtures number of brands in a single category.
Strategy: To capture as much market share as possible by trying to cater as much possible segments.
Eg. HUL Bathing Soaps:
Product Flanking
Basically offering same product in different and price combinations to tap diverse market opportunities.
Amity Business School
Brand Extensions
This enables the company to enter new product categories more easily.
Eg. Lifebuoy: Lifebuoy Plus, Lifebuoy Liquid, Lifebuoy Gold.
Eg. Amul: Amul Butter, Amul Ghee, Amul cheese, Amul Milk, Amul Chocolates
Amity Business School
Building Product Lines
Companies add related new product line to the existing Line.
Eg. Britannia: It has all Baked food items which are increasing. Have also added milk products to its kitty.
Amity Business School
New Product Development
Amity Business School
Innovations in Core Product
The life of a FMCG product is short. The marketer continuously tries to introduce new products and a consumer is also open to try new products.
Amity Business School
Long Term Outlook
Encouraging more consumption.
Wide distribution Network
Amity Business School
Sales Promotion
Sales Pomotions offer a direct incentive to buy more in the short term.
Amity Business School
What is a Product?
A product is any tangible, intangible offering that might satisfy the needs or aspirations of a consumer.
A product has 3 basic levels
Core Product: This answers WHY the buyer should have it. It is also called as Generic Requirement.
Amity Business School
“Purchasing agents do not buy drills, they actually buy its ability to make same size holes”
Theodre Levit
Its consumers view of what a given product represents.
The aspiration of consumer differ from place to place and time to time.
Eg. For someone Washing Machine would be: comfort in washing the cloths, some, tough wash, some complete dryer…
Amity Business School
Tangible Specifications
Tangibility is added to the core product in the form of features, style, color, design, efficiency etc.
Eg. The Color of the machine
The Electricity consumption
Eg. Brand Name
Amity Business School
Classification of Products
The classification of the product depends upon the TANGIBILITY and DURABILITY found in an offering.
Typical classification of Product:
Amity Business School
Non Durable Products
Products that are consumed fast and are purchased on a regular basis. The consumer here spends minimum time and effort in comparing and buying the item.
Consumer Products are further classified according to its use: Personal, Family and Household as Convenience, Shopping and Specialty.
Amity Business School
FMCG
Fast Moving Consumer Goods are the Non Durable Goods. Eg. Sot Drinks, Chips, Ice Creams etc…. The consumer shows minimum effort in buying these articles.
FMCG is further sub divided into 3 Classes…
Amity Business School
Staples
These are goods purchased on a regular basis. Eg. Soap, Pulses, Toothpaste etc…
Whenever the stock is about to end the consumer buys these products again.
Amity Business School
Impulse Goods
These are the goods which are purchased without planning or search… Our external stimuli provokes us to buy these products. Eg. Cold drinks, Chocolates, Chips….
Most of the time the consumers aim is not buying the product solely but when spots them, feels, attracted and ends up in buying them.
Amity Business School
Emergency Goods
These goods are purchased when the need arises. Eg. Umbrellas in rainy season, Pullovers in winters etc..
The marketers tries for a very good distribution chain, as the sales is not the same throughout and whenever the need arises, the product should be available at maximum places…
Amity Business School
Characteristics of FMCG
1. Frequent Purchases: Salt, Rice, Chocolates
2. Low Involvement: The consumer will buy an alternative if the brand ask for is not available….
Exceptions to the rule: Products like Cigarettes, Personal Hygiene Products, Brand Loyalty.
Amity Business School
Characteristics of FMCG
The volume of the product required is very high.
Eg. An average family may require 3-4 Soaps a month… Imagine No. of family using it in the whole country???
If the organization cannot ensure high sales volume, they will have difficulties in surviving.
Amity Business School
Low Margins
As the product is required in high volume, there is an intense competition which makes the marketer sell the product with very less margin.
They earn through high volume sales to maximize their turnover.
The Key Becomes High Volumes Low Margins.
Amity Business School
Extensive Distribution Networks
Recall plays a very important role.
Brand Loyalty is not very high.
Consumer allows shopkeeper to decide for him.
Due to all this it becomes very important for the marketer to make its product available at maximum place possible.
Amity Business School
High Stock Turnover
It is a characteristic feature of FMCG. It is because these products are bought frequently or on a regular basis.
Which in turn allows the marketer to rotate the capital invested.
Amity Business School
Product Mix
It is the set of product lines and items that a particular company offers to buyers.
The Width of product mix refers to how many different product lines a company carries.
Product Line: It is a group of products that is closely related because they perform a similar function, targeted at the same customer groups, marketed through same channel.
Amity Business School
Detergents
Disposable Diapers etc.
If, Pantene comes in 4 variants in 3 different sizes, the depth of the product mix becomes 4 X 3 = 12. This can also be referred as Stock Keeping Units (SKU’s)
Amity Business School
Consistency of a product mix refers to how closely related the various product lines are to the end user.
The Width, Depth and consistency of product mix enables the company to define the Product Portfolio.
Amity Business School
Product Line
Line Stretching
Downward Stretch : It takes place when the company finds a particular segment (Lower) which is un-attended by the existing product. And introduces a product to cater that lower segment.
Upward Stretch : It is when company a company enters Upper market through Line Extension.
Amity Business School
Line Filling : A product line can be extended by adding more items to the existing range.
Reasons:
Reaching for more profits
Trying to satisfy dealers who complain about lost sales due to missing items in the line
Trying to utilize excess capacity
Trying to offer a full line of the production
Trying to plug holes in the positioning map.
Amity Business School
Line Modernization : Modernization is carried out continuously as competitors are constantly growing and coming out with new products and ideas.
In this process an Organization should not be too early, if so, It can harm the existing product or late so that competitors already have a hold in the market.
Amity Business School
Line Featuring
Its about featuring a particular product of the product line, so as to increase foot falls and then making the consumer exposed to other products too.
Amity Business School
Multi-brand Strategy
When a company nurtures number of brands in a single category.
Strategy: To capture as much market share as possible by trying to cater as much possible segments.
Eg. HUL Bathing Soaps:
Product Flanking
Basically offering same product in different and price combinations to tap diverse market opportunities.
Amity Business School
Brand Extensions
This enables the company to enter new product categories more easily.
Eg. Lifebuoy: Lifebuoy Plus, Lifebuoy Liquid, Lifebuoy Gold.
Eg. Amul: Amul Butter, Amul Ghee, Amul cheese, Amul Milk, Amul Chocolates
Amity Business School
Building Product Lines
Companies add related new product line to the existing Line.
Eg. Britannia: It has all Baked food items which are increasing. Have also added milk products to its kitty.
Amity Business School
New Product Development
Amity Business School
Innovations in Core Product
The life of a FMCG product is short. The marketer continuously tries to introduce new products and a consumer is also open to try new products.
Amity Business School
Long Term Outlook
Encouraging more consumption.
Wide distribution Network
Amity Business School
Sales Promotion
Sales Pomotions offer a direct incentive to buy more in the short term.
Amity Business School