© 1997 South-Western College Publishing LHM Slides Created and Designed by Apple Mountain Software, Inc. Marketing Charles W. Lamb, Jr. Joseph F. Hair, Jr. Carl McDaniel

© 1997 South-Western College Publishing LHM Types of Consumer Products Unsought Products Unsought Products Specialty Products Specialty Products Shopping Products Shopping Products Convenience Products Convenience Products Consumer Products Consumer Products Business Products Business Products

© 1997 South-Western College Publishing LHM Consumer Products Convenience Products Shopping Products Specialty Products Unsought Products New! Your photos on compact disc!

© 1997 South-Western College Publishing LHM Product Lines Equivalent Quality Efficient Sales and Distribution Standardized Components Package Uniformity Advertising Economies Benefits of Product Lines Benefits of Product Lines

© 1997 South-Western College Publishing LHM Gillette’s Product Lines & Mixes Blades andWriting razorsToiletriesinstrumentsLighters Depth ofSensorSeriesPaper MateCricket the productTrac IIAdornFlairS.T. Dupont linesAtraToni SwivelRight Guard Double-EdgeSilkience Super AdjustmentSoft and Dri Lady GilletteFoamy Super SpeedDry Look Twin InjectorDry Idea TechmaticBrush Plus Three-Piece Knack Blades Width of the product mix

© 1997 South-Western College Publishing LHM Abbreviated Product Mix–Kraft Alpha-Bits Fruit & Fiber Grape-Nuts Honeycomb Pebbles Post 40% Bran Flakes Post Raisin Bran Post Toasties Smurf-Berry Crunch Entenmann’s Hostess Snacks Krema Candy Orowheat Country Time Lemonade Crystal Light Kool-Aid Sugar-Free Kool-Aid Tang Depth of Product Lines Width of Product Mix Breakfast Cereals Baked Goods Beverages

© 1997 South-Western College Publishing LHM Changing Product Lines–Kraft Breakfast Cereals Baked Goods Beverages Alpha-Bits Fruit & Fiber Grape-Nuts Honeycomb Pebbles Flintstones Post 40% Bran Flakes Post Raisin Bran Post Toasties Smurf-Berry Crunch Entenmann’s Hostess Snacks Krema Candy Orowheat Country Time Lemonade Crystal Light Kool-Aid Sugar-Free Kool-Aid Tang Sweet Stuff Depth of Product Lines Width of Product Mix

© 1997 South-Western College Publishing LHM Adjustments to Items, Lines, & Mixes Product Modifications Repositioning Product Line Contractions Product Line Extensions Strategies for Changing Product Lines

© 1997 South-Western College Publishing LHM Product Modifications Quality Modifications Functional Modifications Style Modifications

© 1997 South-Western College Publishing LHM Branding Individual Types of Manufacturer’s Brands Types of Manufacturer’s Brands Family Co-Branding Combination

© 1997 South-Western College Publishing LHM Major Branding Decisions BrandNo Brand Manufacturer’s Brand Private Brand Combination (family and individual) Family Brand Individual Brand Combination (family and individual) Family Brand Individual Brand

© 1997 South-Western College Publishing LHM Packaging Contain and Protect Functions of Packaging Functions of Packaging Promote Facilitate Storage, Use, and Convenience Facilitate Recycling