Professional Documents
Culture Documents
Group G Product Category Product Hierarchy Product Mix
Group G Product Category Product Hierarchy Product Mix
Group G Product Category Product Hierarchy Product Mix
V 30|Prakash Mahajan
V 32|Rajesh Mulik
V 34|Kaustubh Patankar
V 36|Samit Patil
V 46|Amit Saple
V A product is any offering by a company to a
market that serves to satisfy customer needs
and wants.
V It can be a service, physical goods,
experiences, persons, places, properties,
organizations, information and ideas etc.
V °
Ô Non-durable goods tangible goods normally consumed in one
or few uses. Make them available in many locations, charge a
small markup and advertise heavily. E.g. soft drink, soap.
Ô ëurable goods- tangible goods that survive many uses. Require
more personal selling & service, command a higher margin and
guarantees. E.g. refrigerators, clothing.
Ô @ervices- intangible, inseparable, variable and perishable
products. Require quality control, supplier credibility and
adaptability. E.g. haircuts and repairs.
V °
Ô ¢onvenience Goods- purchased frequently, immediately and with
minimum of effort. E.g soft drinks, soaps, newspapers.
Ô @ opping Goods- products are compared on the basis as suitability,
quality, price and style. E.g. furniture, clothing.
Ô @peciality Goods- goods with unique characteristics or brand
identifications for which the customer is willing to make a special
purchasing effort. E.g. cars, stereo, photographic components.
Ô nsoug t Goods- consumer does not know about or does not
normally think of buying. Require advertising and personal selling.
E.g. smoke detectors, life insurance, encyclopedias.
V °
Mainly classified in terms of how they enter the production process and
their relative cost lines.
Ô aaterial & Parts- goods that enter the manufacturerǯs product
completely. E.g. raw material (farm & natural) and manufactured
materials (component materials and parts).
Ô ¢apital Items- long lasting goods that facilitate developing or
managing the finished product. Includes installations and
equipment.
Ô @upplies & business services- short lasting goods and services that
facilitate developing or managing the finished products.
Need family: core need. E.g. security
2 Product family: all the product classes that can satisfy a core need. E.g. savings, income
3 Product class: a group of products having a certain functional coherence. E.g. financial
instruments.
4 Product line: a group of closely related product w.r.t functions, same customers ,
channels, price range e.g. life insurance)
5 Product Type: a group of items within a product line that share on of the possible forms
of the product.eg: term life insurance
6 rand: the associated name used to identify the source or character of a product. E.g.
prudential.
7 Item / @/Product Variant: a distinct unit within a brand or product line. E.g. ICICI
prudential renewable term life insurance.
¢olgate Lux
V It is the second largest commercial vehicle company in India in medium and heavy
V With passenger transportation options ranging from 19 seaters to 80 seaters, Ashok Leyland
V The company claims to carry over 60 million passengers a day, more people than the entire
V In the trucks segment Ashok Leyland primarily concentrates on the 16 ton to 25 ton range of
trucks. However it has presence in the entire range starting from 7.5 tons to 49 tons.
Ashok Leyland
Defense Special
Buses Trucks Engines
Vehicles Vehicles
Buses
Airport
12 M Vestibul Double
Viking Cheetah Panther Lynx Tarmac
Bus e Bus Decker
coach
Viking 5
2 a us 2
¢ eeta 3
Pant er
Lynx 2
Vestibule us
ëouble ëecker
Rirport Tarmac
3
coac
Trucks
4 X 2 and
Multi
Multi
4 X 2 Haulage Models axle Tractors ecomet
axle
Vehicles
Tippers
1613 H/2
Comet 1616 HBS
1612 H 1613 H (12M 4 / 51 GS 1613 S 1616 H
1611 III
Goods)
Trucks
4X2
Multiaxle
Haulage 4 X 2 and Multiaxle Tippers Tractors
Vehicles
Models
Taurus Taurus HD
CT 1613 H/1 1613 ST
2516/2 2516MT/1
& H/2 (4x2)
(6x4) (6x4)
Trucks
4 X 2 and
4X2
Multi
Haulage Multiaxle Vehicles Tractors
axle
Models
Tippers
2214
2516 H 2514 H 2516 H 2516 H / 2518H 3121 H
2214 6x2 Super
6x2 6x2 6x4 4C 6X 4 6x2 (8x2)
6x2
Trucks
4X2 4 X 2 and
Multiaxle
Haulage Multiaxle Tractors
Vehicles
Models Tippers
3516 H /
3014 H 4018 H 4921TT ecomet
AL
Product Variants ëept
4 X 2 Haulage
aodels
4 X 2 and aulti-
4
axle Tippers
24
aulti-axle
Ve icles
Tractors 4
ü ALGP G15.E5 (15KVA)
ü ALGP G20.E4 (20KVA)
ü ALGP G25.E4 (25KVA)
ü ALGP G30.E4 (30KVA)
ü ALGP W04D (30KVA)
ü ALGP W04D MK 1(40KVA)
Genset ü ALGP 6.65 (55KVA)
Rpplication ü ALGP Wo4CTI (62.5KVA)
ü ALGP 411TC (75KVA)
ü ALGP 412TCAC (100KVA)
ü ALGP 680TC (125KVA)
ü ALGP WO6E (Natural Gas 62.5
KVA)
ü ALGWD 618.42D (250KVA)
ü ALGP W04D
ü ALU WO4CT
ü ALU 6.65
Industrial
ü ALU 400
Rpplication ü ALU 402
ü ALU 411
ü ALU 680TC
ü ALM WO4D
ü 30 KVA
ü ALM 370
ü 40 KVA
ü ALM 400
ü 55 KVA
ëG @ets for ü 62.5 KVA
aarine ü ALM 402
exports ü 75 KVA Rpplication ü ALM 412
ü ALM 412 MKI
ü 100 KVA
ü ALM 680
ü 125 KVA
ü ALM 680 TC
Product Variants ëept
Genset
3
Rpplication
Industrial
7
Rpplication
35
aarine
Rpplication
ëG @ets for
7
exports
ü Acid tankers
ü Refuellers
ü Containers
Hippo
ü Transit Mixers
Tractor
apid ü LPG Tanker
Interventi ü Self loading Crane
on Ve icle ü Track Carrying and
4X4 Recovery
eaver
Tractor
ü fire Tenders
eaver ü Sewage Cleaners
Haulage ü High rise ladders
ü Water tankers
ü Transit Mixers
Hippo
@tallion ak Haulage
Hippo III Tipper
Tipper
Product Variants ëept
apid Intervention
Ve icle 4X4
Hippo Tractor 7
eaver Tractor
7
eaver Haulage 5
Hippo Haulage
F 4
Lig t F 23 Field
Topc i apid
ecover @ ort ¢ras Rrtillery Long
¢omet Field Interve
@tallion y ¢ assi Fire Tractor ¢ assis
4X4 Rrtillery ntion
Ve icle s us Tende us
Tractor Ve icle 6X6
4X4 r6X6
4X4
4X4 Truck
4X4 Firefig t
5L 4X4
a 6X6 ing
Water a III
IV
owser 4X2
Product Variants ëept
Stallion 5
Light Recovery Vehicle 4 X 4 1
Comet 4 X 4 1
Short Chassis Bus 1
Topchi -ield Artillery Tractor 1 13
Buses 8 18
Trucks 4 24
107
Engines 4 35
Special Vehicles 7 17
Defense Vehicles 9 13
Tata motorBuses
GLOBUS STARBUS
Starbus
Globus Globus Globus Globus Starbus Starbus Starbus
Low
13 18 20 45 Skool Standard Deluxe
-loor
Product Variants ëept
GLOBUS 4
18
STARBUS 14
V Tata Motors has done wonders to its bus portfolio. Till 5 years back, bus business was practically a
nonexistent, particularly in the fullybuilt segment. Today, more than 80 per cent of the LCV buses
sold are fullybuilt, and eventually the plan is to have 75 to 80 per cent of all buses sold as fullybuilt
across all products, says Mr. Sandeep Kumar, Head Sales & Marketing (Buses), Tata Motors.
V In 2009, DTC (Delhi Transport Corporation) ordered buses to be used during the Commonwealth
Games 2010.
V Tata Motors managed to bag the major share of the DTC order, comprising 1,625 ultramodern
buses with a mix of airconditioned (AC) and nonAC buses. Ashok Leyland got the order to supply
the balance 875 ultra lowentry buses, comprising 350 AC buses and 525 nonAC buses.
V Tata Motors' contract was valued at Rs 2,200 crore (Rs 900 crore for buses and Rs 1,300 crore for
maintenance), while Ashok Leyland's contract was valued at Rs 1,190 crore (Rs 480 crore for buses
Consumer Home
Power Telecom Oil & Gas
Electronics Appliances
Consumer
Electronics
Audio /
Television Mobiles DTH
Video
ü 42dz
LEë
ü 32dz
ü Slim
ü Platinum
L¢ë
ü Premium
ü Haute
ü erry
Flat ü Soul
ü l a
¢onventional ü am
DVD ü VAD Series
Player ü VBD Series
ü VAH Series
ü VBH Series
Multimedia
Speakers
ü VCH Series
ü VDH Series
ü VEH Series
ü V1750
ü V1455
Touch ü V1655
ü V2950
ü V1502
Multimedia ü V1602
ü V1705
ü V1401
ü V1402
ü V1403
Camera ü V1405
ü V1420
ü V1422
ü V200
ü V204
ü V1300
Music ü V1302
ü V1303
ü V1305
ü V1306
VConnect ü V1675
ü 1 1
ü 1 2
ü 1 3
Satellite ü
ü
22 1
222
LCDǯs ü
ü
22
321
ü 32
ü 325 D
ü 51
Satellite ü
ü
52
52 Ȃ U
DVDǯs ü
ü
53
53 U
ü Satellite Box
Satellite ü Satellite Box Ȃ 11U
Satellite Box Ȃ 12
Box ü
ü Satellite Box Ȃ 12U
Home
Appliances
Grill
ü B Series
ü C Series
Convection ü D Series
ü VCL Series Ȃ ECO
-rost -resh
ü VAP Series
-ree ü VAL Series
ü VCL Series
ü VAE Series
Direct ü VAP Series
Cool ü
ü
VAL Series
VKP Series
ü VCE Series
ü Digi Marine
ü Digi Ocean
-ully ü Digi Wave
Automatic ü Digi Atlantic
ü Digi Pacific
ü Digi Aqua
ü Dolphin Plus
ü Atlantic Plus
ü Marine Plus
Semi ü Marine DLX plus
Automatic ü Rainbow
ü Nemo
ü Pacific
ü Aqua
ü VE
ü V-
ü VI
Split AC ü VL
ü VM
ü VP
ü I Tech
Home
UPS/Invertors ü UCO Tech
ü Dual Tech
atteries
ü Power
Tech
Videocon
Consumer Home
Power Telecom Oil & Gas
Electronics Appliances
Gujrat
Tamilnadu Raava Oil
Plant
Products /
Line / Widt @ub Products ëept
Lengt
Consumer
4 17 60
Electronics
Home
5 14 42
Appliances
Power 1 1
Telecom 1 1
Oil & Gas 1 1
5 12 31 105
V Strong competition between the major MNCǯs like
LG, Samsung and Sony.
Ô LG Positioned as a premium brand that pioneers the most innovative technologies in India.
o LG came out with Hindi and regional language menus on its TV.
V Cheap imports from Singapore, China and other
Asian countries.
V Cost Strategy
Ô Reduce production cost by upgrading and improving the production lines.
V Sales Strategy
Ô Improve relationship with existing clients.
Ô Improve service and quality without putting pressure on price structure.
Ô Leverage Slim product offering.
Ô Introduction of new technologies.
upgrade to LCD's schemes.
easy EMI.
Ô Improve after sales service.
Ô -ree service camp on the wheels.
V Established on 24th Aug 1910 as Imperial Tobacco Company of India Ltd.
V In 1974 its name was changed to India Tobacco Company Ltd. (I.T.C. Ltd.)
V In 2001 it was renamed as ITC Ltd.
V Entered into various business segments by using a strategy of tie ups,
acquisitions and collaborations.
V Market capitalization of over US $ 22 billion and a turnover of over US $ 5
billion.
V Entered into Ready to eat segment in 2001.
V Compliments one business segment with other.
V Unmatched distribution reach.
V Superior brandbuilding capabilities.
V Effective supply chain management.
V Cost control strategy.
V Diversification of products and businesses.
V -requent new product launches.
V -MCG
V Hotels
V AgriBusiness
V Information Technology
V Cigarettes
V -oods
V Lifestyle Retailing
V Personal Care
V Education & Stationery
V Safety Matches
V Agarbattis
-oods (Lines = 6)
Kitchens Sunfeast
Aasirwaad minto Candyman Bingo!
of India Biscuits
Kitchens of India (Length = 9)
Dum Curry
Bukhara Dakshin Gharana Conservers Chutneys Biryanis Desserts
Pukht Pastes
Bukhara Dum Pukht Dakshin
(Depth = 1) (Depth = 2) (Depth = 2)
Malabari
Dal Mirch Ka Mughlai Chicken
Chicken
Bukhara Salan Paneer Chettinad
Stew
Gharana Curry Pastes
(Depth = 4) (Depth = 3)
Pineapple
Strawberry Mango & Apple &
& Green
& Mint Saffron Cinnamon
Pepper
Conserve Conserve Conserve
Conserve
Chutneys (Depth = 4)
Carrot &
Shredded Tamarind Mango & Mango & Papaya & Hot Tomato
Black
Mango & Date Jeera Garlic Raisin Mango Chilli
Pepper
Chatney Chatney Chatney Chatney Chatney Chatney Chatney
Chatney
Biryanis Desserts
(Depth = 4) (Depth = 3)
Instant
-lour Salt Spices
Mixes
-lour Salt Spices
(Depth = 3) (Depth = 1) (Depth = 3)
Dream Golden
Special Snacky Glucose Marie -it Kit
Cream Bakery
Special Snacky Glucose
(Depth = 4) (Depth = 2) (Depth = 3)
Milk
Choco Vanilla Orange Orange Light
Cream
Golden Bakery -it Kit
(Depth = 3) (Depth = 2)
Butter
Coconut Butternut Vitamin Multigrain
Scotch
minto (Length = 4)
minto
minto Orange Lemon
Cool
-resh Mint Mint
Blue
Candyman
(Length = 10)
Butter Lacto
-ruitee Natkhat Natkhat Mango Maha
Scotch Toffichoo Eclairs Cofitino Cream
-un Mango Guava Licks Mango
Licks Centre
-ruitee -un (Depth = 4)
Chatkila Tandoori
Tomato Chili Achaari -unky Tomato
Salted Masala Tomato Nimbu Paneer
Mischief Dhamaka Masti Masala Twist
Aachar Tikka
Line/Widt Lengt ëept
Kitchens of India 9 31
Aasirwaad 4 14
Sunfeast Biscuits 7 20
minto 4 4
Candyman 9 13
Bingo! 3 10
6 36 92
V Established on 24th Aug 1910 as Imperial Tobacco Company of India Ltd.
V -ounded by Dr. S K Burman in 1884 in Kolkata with mission of making health care
products.
V Acquired Balasara in 2005 and strengthened oral care and made entry into home care
segment.
V Balsara brands Odonil and Odomos (fragrance changed & removed oilyness)
V Acquired -em Care Pharma in 200809 to enter mainstream skin care segment
V Dabur Amla is the Dabur's single largest brand and noncoco oil market.
product.
market.
V Dabur honey is the largest branded honey in India with over 75 % market
share.
V Real is the India's no. 1 fruit juice brand.
V Dabur Vatika is the fastest selling shampoo brand in India over 3 years.
V In hair oil market it is competing with Marico Ȃ 2nd in hair oil market
with 16 % market share and Marico having 31 %.
ey brands in @ ampoo
V Vatika & Total protect competing against HUL & P&G brands has only 7
% market share.
ral care
V It is 3rd largest market player(13%) in oral care after Colgate (48%) &
HUL(23%).
Healt supplement
V -em Herbal Bleach, Oxy bleach & Hair Removal System (HRS).
V Making brands more visible across trade channels.
V Parlor channel being used and scaled up; parlor seminars held in
key cities.
Dabur
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ëabur
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Face Was Was
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@weet Lime -
ltr 2 ml ltr 2 ml Nector - ltr Nector - ltr ltr ltr Nector - ltr
ltr
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Line / Widt = 5 Lengt ëept Product aix
Health Care 16 54
Personal Care 15 62
-ood 6 36 220
Home Care 7 31
Consumer Health 18 37
V William Procter and James Gamble form Procter &
Gamble, a partnership in Cincinnati, Ohio, to
manufacture and sell candles and soap in 1837.
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V Wipro Infotech is the leading strategic IT partner for companies across India and
Middle East offering integrated IT solutions.
V Wipro Infotech has 13 regional offices in India besides offices in the UAE,
Bahrain, Egypt and KSA.
Wipro IT
System
Integration
Network Enterprise
Platform Storage Security
Integration & Management
Integration Integration Services
Security Services
Wipro IT
Managed
Services
Business
Managed Application Business Data Integrated
End User Application Service
Security Availability Application Centre Device
Services Management Managemen
Services Services Services Services Management
t
Services
Wipro IT
Total
Outsourcing
Technology Enterprise
Consulting Banking &
infrastructure Application Retail ITES Airline
Services -inance
Services Services
Wipro IT
Application &
Portal
Development
Lengt 5
Products 4
@ub Products 5
V Infosys Technologies Ltd. was started on 2 July 1981 by N. R. Narayana Murthy
along with Kris Gopalakrishnan, Nandan Nilekani, N. S. Raghavan, S. D.
Shibulal, Ashok Arora and K. Dinesh.
V Infosys has a total revenue of $ 4.663 billion (2009) and employing around
105453 (2010) people worldwide.
V Infosys has a global footprint with over 50 offices and development centers in
India, China, Australia, the Czech Republic, Poland, the UK, Canada and Japan.
V Infosys takes pride in building strategic longterm client relationships. Over 97%
of our revenues come from existing customers.
Infosys
BPO Products
Consulting Engineering
Industries IT Services and
Services Services Services
Platforms
Infosys
IT Services
Engineering Services
Consulting
Services
Lengt 2
Products 7
@ub Products 3