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Group Members
Usama Iqbal 181950005
Shakeel Dost 181950001
Salman Butt 181295001
 What are the characteristics of products and how
do marketers classify products?
 How can companies differentiate products?
 How can a company build and manage its product
mix and product lines?
 How can companies combine products to create
strong co-brands or ingredient brands?
 How can companies use packaging, labeling,
warranties, and guarantees as marketing tools?

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 A product is anything that can be offered to a
market to satisfy a want or need, including physical
goods, services, experiences, events, persons,
places, properties, organizations, information, and
ideas.

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 Core benefit
 The service or benefit the customer is really buying e.g.
A hotel guest is buying “rest & sleep”
 Basic product
 e.g. A bed, bathroom, towels, desk, dresser & closet
 Expected product
 e.g. A clean bed, fresh towels, working lamps &
quietness

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 Augmented product
 Exceeds customer expectations
 Potential product
 Offering might undergo in the future

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 Durability
 Tangibility
 Use

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 Non-durable goods
 Tangible goods normally consumed in one or a few uses e.g.
soft drinks & soap etc.
 Durable goods
 Tangible goods that normally survive many uses e.g.
Refrigerators, machine tools & clothing etc.
 Services
 Intangible, inseparable, variable & perishable products e.g.
Legal services, appliance repairing & hair cuts etc.

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 Convenience
 Purchase frequently, immediately & with minimum of efforts e.g.
soft drinks, newspapers & soaps etc.
 Shopping
 Consumer compares on such bases suitability, quality, price & style
e.g. Furniture, clothing & appliances etc.
 Specialty
 Have unique characteristics & need special purchasing efforts e.g.
Car, Stereo components & Photographic equipments etc.
 Unsought
 Consumer doesn't know about or does not normally think of buying
e.g. Life insurance, encyclopedias & reference books etc.

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Shakeel Dost
181950001

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 Materials and parts
 Raw materials
 Manufactured Materials
 Capital items
 Component Materials e.g. Iron, Yarn, Cement,
Wires etc.
 Component Parts e.g. Small motors, Tires,
Castings etc.
 Supplies/business services
 Maintenance & repair items
 Operating Supplies

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 Product form e.g. Size, shape & physical structure
 Features e.g. Basic functions of the product.
 Customization
 Making product as per the requirements of an individual.
 Performance
 e.g. Level at which the product's primary characteristics
operate.
 Conformance Quality
 e.g. Degree to which all the produced units are identical
& meet the promised specifications.

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 Durability
 A measure of the product’s expected operating life
under natural or stressful conditions.
 Reliability
 A measure of the probability that a product will not
malfunction or fail within a specified time period.
 Repairability
 A measure of the ease of fixing a product when it
malfunctions or fails.
 Style
 Describes the product’s look & feel to the buyer.

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 Ordering ease
 Delivery
 Installation
 Customer training
 Customer consulting
 Maintenance and repair
 Returns

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 Item
State life

Product type
Term life insurance
Product line
Life insurance

Product class Financial instruments

Product family Saving & income
Need family Security

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 Product system
 A group of diverse but related items that function in a
compatible manner.
 Product mix or Product assortment
 Set of all products & items a seller offer for sale.
 Width
 Refers to how many different product lines the
company carries.

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 Length
 Refers to the total number of items in the product
mix.
 Depth
 Refers to how many variants are offered of each
product in the line.
 Consistency
 Refers to how closely related the various product lines
are in end use.

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 Core product
 Items that produce high sales volume & heavily promoted but
with low margins e.g. Basic laptop computers.
 Staples
 Items with lower sales volume & no promotion e.g. Faster CPU or
Bigger memories.
 Specialties
 Items with lower sales volume but that might be highly
promoted e.g. Digital movie making equipment.
 Convenience items
 Sell in high volume but receive less promotion e.g. Carrying
cases & accessories.

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Salman Butt

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 Down-market stretch
 A company positioned in the middle market may want
to introduce a lower-priced line.
 Up-market stretch
 Companies may wish to enter the high end of the
market to achieve more growth.
 Two-way stretch
 Companies serving the middle market might decide to
switch their line in both directions.

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 Product-line pricing
 Optional-feature pricing
 Captive-product pricing
 Two-part pricing
 By-product pricing
 Product-bundling pricing

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 Packaging, sometimes called the 5th P, is all the
activities of designing and producing the container
for a product.

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 Self-service
 Consumer affluence
 Company/brand image
 Innovation opportunity

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 Identify the brand
 Convey descriptive and persuasive
information
 Facilitate product transportation and
protection
 Assist at-home storage
 Aid product consumption

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 Identifies
 Grades
 Describes
 Promotes

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