MARKETING

PRESENTATION

ARPIT KASHYAP
B.PHARM
7TH SEM
ROLL NO. 19
 PRODUCT
Defining product
Five levels of a product
Product Classifications
Product Mix & Product
Line
Product management
Product manager
WHAT IS PRODUCT?

 is anything that can be

offered to a market to
satisfy a want or need
 includes physical
goods, services,
person, places,
organisation, ideas
Product Classifications
Product can be classified on following basis:
 Durability & tangibility:
 Nondurable goods (e.g. soap, salt)
 Durable goods (e.g. clothing, refrigerators)
 Services (e.g. repair)
 Consumer goods classification:
 Convenience goods (e.g. soaps)
 Shopping goods (e.g. clothing)
 Specialty goods (e.g. fancy goods)
 Unsought goods (e.g.encyclopedias)
 Industrial goods classification:
 Materials & parts (raw material)
 Capital items (installations & equipment)
 Supplies & business services (operating supplies, maintenance &repairs
items & services)
Five levels of a product
•In planning its market offering, the marketer needs to think through five levels of the product (shown in fig)
•Each level adds more customer value and the five constitute a customer value hierarchy.

Core benefit- the fundamental service or benefit the customer is

buying
Basic product- the basic offerings of the product

Expected product- the attributes & conditions expected of a product

Augmented product- meeting the customers’ desires beyond

expectation

Potential product- encompasses all the augmentations and

transformations
that product undergo in future
Product Mix & Product Line
 are two expression denoting the range and variety fo the products of
a firm.
 a product mix (or product assortment) is set of all products & items
that a particular seller offers for sale to buyers. It is composed of
several product lines.

Attributes associated with product mix & product line-

Width of product mix- denotes the no. of product lines it carries
Length of product line- is decided by the no. of items/ brands in the line
Depth of product line- denotes the total no. of items under each brand in
line, in terms of variants, shades, models, pack sizes, etc.
 Product mix & product line of
Procter & Gamble Products

PRODUCT MIX WIDTH

PRODUCT LINE 1 PRODUCT LINE 2 PRODUCT LINE 3 PRODUCT LINE 4 PRODUCT LINE 5

DETERGENTS TOOTHPASTE BAR SOAP DISPOSABLE PAPER TISSUE

•IVORY SNOW •GLEEM •IVORY DIAPERS •CHARMIN
•DREFT •CREST •KIRKS •PAMPERS •PUFFS
PRO- •TIDE •LAVA •LUVS •BANNER
DUCT •CHEER •CAMAY •SUMMIT1100’s
LINE •OXYDOL •ZEST
LENGTH •DASH •SAFEGUARD
•BOLD •COAST
•GAIN •OIL OF OLAY
•ERA
 Product mix & product line of
Hindustan Lever Limited

PRODUCT MIX WIDTH

PRODUCT LINE 1 PRODUCT LINE 2 PRODUCT LINE 3

BATH SOAPS FABRIC WASH BEVERAGES

• DOVE •SURF •BRU
•LIRIL •RIN •BROOKE BOND RED LABEL
•LE SANCY •WHEEL •LIPTON GREEN LABEL
PRO- •SUNLIGHT
•PEARS •3 ROSES
DUCT •REXONA •ALA • TAAZA
LINE •LIFEBOUY •501 •DEEPAM
LENGTH •HAMAM •TAJ MAHAL
•BREEZE •SUPER DUST
•JAI •RUBY DUST
•MOTI •A1
 PRODUCT MANAGEMENT
 product management means managing the various producct lines and the
overall mix of the company
 also known as product policy

Main task in Product management

 Appraisal of each product line and each product /brand in the line
 Decision on packaging
 Product differentiation and positioning
 Managing brands and developing brand equity
 New product development
 Managing the PLC of products/brands
 Managing product quality
PRODUCT MANAGER
 are concerned with developing market plan for existing products
and also interested in new product moving towards NDA
approval.
 Basic function is to plan for & manage the development of
assigned, existing and new pharmaceutical products as
individual business by assessing marketing needs & opportunity,
developing marketing resources in an optimal manner consistent
with the goals of the firm.
 He may be assisted by a team composed of following personnel:
 Advertising manager
 Product sales manager
 Sales planning manager
 Professional services physician
 Professional services writer
 Professional services manager
 Medical affairs physician
 Proofreader
 Marketing research analyst, etc.
Principal functional responsibilities
of PM
 Develop, manage and recommend strategies and plans
 Establish and achieve objectives
 Develop unit & dollar sales projection to meet the anticipated needs
 Recommend & develop new dosage form strategy & plans
 Conduct team meetings, foster communications and work with sales
management
 Direct selected projects
 Ensure that planning, developing, implementation and monitoring programs
conform with and fully support the product plan
 Initiate & maintain linkage between teams & other functional resources
 Communicate & actively participate with research & project management
 Coordinate to achieve mutually satisfactory resolution of any conflict
 Monitor social, political, economic, regulatory & legal trends
 Consult with & engage outside support, consultants & agencies
 Establish budgets, budget mix & monitor expenditure
 Anticipate & apprise management of change in market & initiate modifications
 Exercise final team approval & Assume responsibility
 Participate & interact with various committees such as FDA committee
 Input into project management and review & comment on selling emphasis
programs
 Recommend appropriate allocation of sales efforts
 Launch new product
Thank you