Product Planning
Fundamentals of
Marketing
Mrs. Ketchledge
April 12, 2010
Course Competencies and SOL
Objectives



MKT8110.002 Explain the functions
involved in marketing goods and services.
MKT8110 Examining All Aspects of the
Industry
– Planning
– Finance
English 10.4, 10.7, 10.8, 10.10, 10.11
Bell Ringer Activity

Imagine that you are going to open a
retail business.

On a sheet of paper, answer the
following questions. Be sure to state the
reasons behind your choices.
–
–
–
Type of retail business you would like to
open (for example, a beauty supply store.
Four general categories of merchandise you
would like to carry (shampoo, hair color,
nail polish, and cosmetics)
The factors that would determine the type
and number of products you will carry.
Product Planning

A product includes  Product Planning:
its physical features, – Involves making
the seller’s
decisions about those
reputation, the
features that are
seller’s services,
needed to sell a
warranties, and the
business’s products,
way the product is
services, or ideas.
viewed by people.
Product Mix
 Product
–
Mix:
Includes all the
different
products that a
company makes
or sells.
Procter and Gamble
Product Line
 Product
–
Line:
A group of
closely related
products
manufactured
and/or sold by a
business.
General Motors
Product Item
 Product
–
Item:
A specific
model, brand, or
size of a product
within a product
line.
Product Width
 Product
–
Width:
Refers to the
number of
different product
lines a business
manufactures or
sells.
Product Depth

Product Depth:
– The number of
product items
offered within
each product
line.
Gillette Product Mix
Blades and
Razors
Toiletries
Writing
Instruments
Lighters
MACH 3
Sensor
Trac II
Atra
Swivel
Double-Edge
Lady Gillette
Super Speed
Twin Injector
Series
Adorn
Toni
Right Guard
Silkience
Soft and Dri
Foamy
Dry Look
Dry Idea
Paper Mate
Flair
Cricket
S.T. Dupont
Product Mix Strategy
 Product
Mix
Strategy:
–
A plan for how
the business
determines
which products
it will make or
stock.
Review
1.
What is the difference between a product item
and a product line?
2.
What is product mix?
3.
Explain the difference between product depth
and product width.
Nike Case Study
1.
Why does Nike want to enter a new market
for its products?
2.
What are the psychographic trends that have
created demand for Nike’s new electronic
sports accessories?
3.
What steps has Nike taken to avoid copyright
infringements by the users of its product?