MKT
PRODUCT MIX INVESTIGATION
Objective 3.03 Employ product-mix strategies to meet customer expectations.
Directions​
: You will investigate a company’s product mix to generate a report of your findings
and develop a visual of the product mix. ​
Your report should be at least 2 pages,
double-spaced, 12-point font, Times New Roman​
. Use correct spelling, grammar, and
sentence/paragraph composition. Your visual should be included in the two pages (it should only
take up about ¼ of the page. Choose from the following companies:
● www.jnj.com​
(Johnson & Johnson)
● www.saraleefoodservice.com
● www.nestle.com
● www.unilever.com
Using the Internet, access your company’s website to:
1. Identify its ​
product lines​
. It will help to create a list.
2. For each product line, identify the ​
product items​
in that line.
3. Identify whether you believe your company has a ​
narrow or broad product width​
and
explain how you know.
4. Identify whether you believe your company has a ​
deep or shallow product mix​
and
explain how you know.
5. Determine how you would use ​
expansion​
by suggesting one product item or product line
you would add to the product mix. Explain why you chose to add this item/line.
6. Determine how you would use ​
contraction​
by suggesting one product item or product line
you would remove from the product mix. Explain why you chose to remove this item/line.
7. Evaluate your product mix’s ​
consistency​
(consistent or inconsistent). To determine this,
analyze how your product lines are related in terms of: end use, methods of distribution
and production, target market(s), price range. Explain your reasoning.
8. For ​
alteration​
, choose a product item that could use an update. Describe how you would
alter ​
either​
the design, package, or use.
9. Determine whether it would be best for this company to use ​
trading up or trading down
when adding a product and explain why.
10. After becoming familiar with all the product items offered, determine ​
how​
the product
mix is ​
positioned​
in the minds of consumers according to ​
one​
of the following: in relation
to a competitor, in relation to a product class or attribute, in relation to a target market,
by price and quality, or difficulty to change.
PRODUCT MIX INVESTIGATION RUBRIC
Requirements
Points Possible
All product lines and product items are identified.
5
A visual is created for the product lines and product items and
is logical and neat.
15
Narrow or broad width identified and explained.
10
Deep or shallow mix identified and explained.
10
Expansion item is identified and explained.
10
Contraction item is identified and explained.
10
Consistency is identified and reasoning explained.
10
Product alteration of design, package, or use is described.
10
Trading up or trading down is determined and explained.
10
Product positioning is explained.
10
Total Points
100
Points Earned