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10 - 1© 1997 South-Western College Publishing
LHM
Slides Created and Designed by
Apple Mountain Software, Inc.http://www.apmtnsoft.com
Marketing Charles W. Lamb, Jr.
Joseph F. Hair, Jr.Carl McDaniel
10 - 2© 1997 South-Western College Publishing
LHM
Types of Consumer Products
UnsoughtProducts
UnsoughtProducts
SpecialtyProductsSpecialtyProducts
ShoppingProducts
ShoppingProducts
ConvenienceProducts
ConvenienceProducts
ConsumerProducts
ConsumerProducts
BusinessProducts
BusinessProducts
ProductsProducts
10 - 3© 1997 South-Western College Publishing
LHM
Consumer Products
ConvenienceProducts
ShoppingProducts
SpecialtyProducts Unsought
ProductsNew!
Your photos
on compact disc!
10 - 4© 1997 South-Western College Publishing
LHM
Product Lines
EquivalentQuality
Efficient Salesand Distribution
StandardizedComponents
PackageUniformity
AdvertisingEconomies
Benefitsof
ProductLines
Benefitsof
ProductLines
10 - 5© 1997 South-Western College Publishing
LHM
Gillette’s Product Lines & Mixes
Blades and Writingrazors Toiletries instruments Lighters
Depth of Sensor Series Paper Mate Cricketthe product Trac II Adorn Flair S.T. Dupontlines Atra Toni
Swivel Right GuardDouble-Edge Silkience
Super Adjustment Soft and DriLady Gillette FoamySuper Speed Dry LookTwin Injector Dry IdeaTechmatic Brush PlusThree-PieceKnackBlades
Width of the product mix
10 - 6© 1997 South-Western College Publishing
LHM
Abbreviated Product Mix–Kraft
Alpha-Bits
Fruit & Fiber
Grape-Nuts
Honeycomb
Pebbles
Post 40% Bran
Flakes
Post Raisin Bran
Post Toasties
Smurf-Berry
Crunch
Entenmann’s
Hostess Snacks
Krema Candy
Orowheat
Country Time
Lemonade
Crystal Light
Kool-Aid
Sugar-Free
Kool-Aid
Tang
Dep
th o
f P
rod
uct
Lin
es
Width of Product Mix
BreakfastCereals
BakedGoods
Beverages
10 - 7© 1997 South-Western College Publishing
LHM
Changing Product Lines–Kraft
BreakfastCereals
BakedGoods
Beverages
Alpha-Bits
Fruit & Fiber
Grape-Nuts
Honeycomb
Pebbles
Flintstones
Post 40% Bran
Flakes
Post Raisin Bran
Post Toasties
Smurf-Berry
Crunch
Entenmann’s
Hostess Snacks
Krema Candy
Orowheat
Country Time
Lemonade
Crystal Light
Kool-Aid
Sugar-Free
Kool-Aid
Tang
Sweet Stuff
Dep
th o
f P
rod
uct
Lin
es
Width of Product Mix
10 - 8© 1997 South-Western College Publishing
LHM
Adjustments to Items, Lines, & Mixes
Product Modifications
Product Modifications
RepositioningRepositioning
Product Line ContractionsProduct Line Contractions
Product Line Extensions
Product Line Extensions
Strategies for
Changing Product
Lines
Strategies for
Changing Product
Lines
10 - 9© 1997 South-Western College Publishing
LHM
Product Modifications
Quality Modifications
Functional Modifications
Style Modifications
10 - 10© 1997 South-Western College Publishing
LHM
Branding
Individual
Types ofManufacturer’s
Brands
Types ofManufacturer’s
Brands
Family
Co-Branding
Combination
10 - 11© 1997 South-Western College Publishing
LHM
Major Branding Decisions
Brand No Brand
Manufacturer’sBrand
Private Brand
Combination (family and individual)
Family BrandIndividual
Brand
Combination (family and individual)
Family Brand
Individual Brand
10 - 12© 1997 South-Western College Publishing
LHM
Packaging
Contain and Protect
Functionsof
Packaging
Functionsof
Packaging
Promote
Facilitate Storage, Use, and Convenience
Facilitate Recycling
