Product and

Product and

Service Service

DecisionsDecisions

TO

PIC

STO

PIC

S Individual Product

Individual Product decisiondecisionProduct line decision

Product line decisionProduct mix decision

Product mix decision

Indiv

idual

Indiv

idual

Product

Deci

sion

Product

Deci

sion The Decision taken by

The Decision taken by marketers while

marketers while marketing an

marketing an individual product on

individual product on

product attributes

product attributes branding packaging

branding packaging labeling & product

labeling & product support services

support services

The F

act

ors

Take

n

The F

act

ors

Take

n

To B

e

To B

e

Consi

dera

tion a

re:

Consi

dera

tion a

re: Product attributes

Product attributesBrandingBranding

PackagingPackagingLabeling

LabelingProduct support services

Product support services

Product

line

Product

line

deci

sion

deci

sion It is a group of products

It is a group of products

that are closely

that are closely related because of

related because of their function in a

their function in a similar way sold to the

similar way sold to the

same customer group

same customer group

& fall within the same

& fall within the same

range of price

range of price

Two w

ays

of

Two w

ays

of

maki

ng p

roduct

maki

ng p

roduct

lin

elin

e1.1.Product line

Product line stretchingstretching2.2.Product line filling

Product line filling

Product

Mix

Product

Mix

D

eci

sion

Deci

sion

Set of all product lines

Set of all product lines and items that

and items that particular seller offers

particular seller offers

for salefor sale

Dim

ensi

ons

of

Dim

ensi

ons

of

pro

duct

mix

pro

duct

mix

1.1.WidthWidth2.2.Length

Length3.3.DepthDepth4.4.Consistency

Consistency