Product/Service Planning
MARKETING I
What is Product/Service Planning
The process of planning and implementing
strategies to obtain, develop, maintain and
improve a product or product mix .
Product Mix
All of the products/services
offered within a business
Role of Product Service Planning



generating and screening ideas for a product/service
developing and testing the product/service
introducing the product/service to consumers
evaluating consumer acceptance of the product/service
improving the product/service to meet consumer needs and
wants.
Product Line
 A group of closely related products manufactured or
sold by a business
Example: ADIDAS Men’s Outerwear is a product
line
Product Item
 A specific model, brand, or size of a product within a
product line
ADIZERO F50 X-TRX SG CLEATS
Product Width
 The number of different product lines a business
manufactures/sells OR the products a company
produces separated into different categories
Shoes
Outerwear
Accessories
Product Depth
• number of ITEMS offered within each product line
• number of different versions of a product
• Example: varieties of toothpaste or jackets
Men's Outerwear
Falcon’s Nest Product Mix of Tee Shirts
Product Line- Tee-Shirts
(overall category)
Product Item- Gildan Short Sleeved Tee Shirt; Falcon Head
(specific item)
Product Width - Gildan; MV Sport; Jerzee
(number of product lines)
Product Depth- Falcon Head, FALCONS, Bling, Logo
Outline; Orange, Navy, White, Gray; Sizes S-2X
(colors, flavors, designs, sizes)
Activity
 Select 2 Product Lines & apply:
 Product Width & Product Depth
 50 Points