What is Product Planning? Making decisions about the production and sale of a business’s products. Relate to: packaging, labeling warranties, guarantees, branding and product mix.
If it is well defined it will… Create sales opportunities Design appropriate marketing plans Develop effective advertising campaigns Coordinate the product mix Add new products Delete old products
Product Mix All the different products a company makes or sells. Retail Store Product Mix All the products sold in that store How is this determined?
Product Mix Product Line - a group of closely related items. all cereals produced by Kelloggs all models produced by Pontiac desserts at McDonald’s
Product Mix Product Item - a specific model, brand or size of a product within a line Frosted Flakes Montana M&M McFlurry
Product Width and Depth Width: the number of different product lines a a business manufactures or sells .
Product Width and Depth Depth: the number of product items offered within each product line
WalMart vs. Office Depot Who has greater depth? Who has greater width?