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    Assignment Fundamental of Marketing

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    Sana
    1. The document discusses product mix, brand development, and failed products for companies like Nestle and Microsoft. 2. It explains the four dimensions of a company's product mix: width, length, depth, and consistency. 3. The document also covers line extensions, brand extensions, and launching new brands as strategies for brand development. 4. As an example of a failed product, it discusses Microsoft Bob, an interface launched in 1995 that was killed after a year due to performance issues on typical hardware at the time.

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    Assignment Fundamental of Marketing

    Uploaded by

    Sana
    257 views4 pages
    1. The document discusses product mix, brand development, and failed products for companies like Nestle and Microsoft. 2. It explains the four dimensions of a company's product mix: width, length, depth, and consistency. 3. The document also covers line extensions, brand extensions, and launching new brands as strategies for brand development. 4. As an example of a failed product, it discusses Microsoft Bob, an interface launched in 1995 that was killed after a year due to performance issues on typical hardware at the time.

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    1. The document discusses product mix, brand development, and failed products for companies like Nestle and Microsoft. 2. It explains the four dimensions of a company's product mix: width, length, depth, and consistency. 3. The document also covers line extensions, brand extensions, and launching new brands as strategies for brand development. 4. As an example of a failed product, it discusses Microsoft Bob, an interface launched in 1995 that was killed after a year due to performance issues on typical hardware at the time.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    257 views4 pages

    Assignment Fundamental of Marketing

    Uploaded by

    Sana
    1. The document discusses product mix, brand development, and failed products for companies like Nestle and Microsoft. 2. It explains the four dimensions of a company's product mix: width, length, depth, and consistency. 3. The document also covers line extensions, brand extensions, and launching new brands as strategies for brand development. 4. As an example of a failed product, it discusses Microsoft Bob, an interface launched in 1995 that was killed after a year due to performance issues on typical hardware at the time.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 4

    Assignment Fundamental of Marketing

    MBEcon Second semester

    Name: Tanzeela Gulraiz Roll no: 09


    Chapter#8
    Product, Service and Brand
    Product, Mixed Decision
    A company product mixed have four dimension .
    1-Width 2-length 3-depth 4-consistency
    Example; Nestle
    Width:
    Product mix width refers to the number of different product line the company
    carries. For example:

    1-tea and coffee 2-bottled and beverages

    3-milk shake 4-breakfast cereals

    5-Saup and sauces

    Length:
    Product mixed length refers to the total number of items a company carries
    within its product. For example

    1-Baby Food 2-Dairy Product

    3-Nutrition and product 4-Drinks and Beverages


    5-Chocolate and Confectionery

    Depth:
    Product line depth refers to the number of versions offered of each product in the
    line . For Example:

    1-Nestea (Pure life ,Vital ,Perrier)

    2-Nescafe (Coffee Mate ,Nespresson)

    3-Prefume ( DIESEL ,RALPH LAUREN)

    4-Skin and Care (Cetaphil, bubchen)

    5-Confectionery (Kit Kat ,MilkyBar , Eclairs)

    Consistency:
    The consistency of the product mix refers to how closely related the various
    product line are in end use .production requirements, distribution channels, and
    some other way. For Example:

    • Nestle drinks like Juices ,Vital Juices ,Outshine, RAWc control and made by
    one channel and management.

    BRAND DEVELOPMENT
    Line Extension:
    Line extension occur when a company extends existing brand names to
    new forms,colors ,sizes ,ingredients ,or flavors of an existing product category.

    • For Example: Dairy product of Nestle like milk in Pakistan provide. Milk
    Pak, Haleeb , Nesvita , Dairy Queen, Skimz , Daizy and Nutrient.

    Brand Extension:
    A brand extension extends a current brand name to new or modified product
    in a new category.

    • Nestle launch new product Kit Kat Chunkey Caramel ,PepsiCo launch Lays
    (Baked lays and wavy).

    Multi Brands:
    Companies often market many different brands in a given product category For
    example:.

    1-Milo 2- Maggie

    3-Nescafe 4- Kit Kat

    5-Buitoni

    New brands
    A company might believe that the power of its existing name is waning, so a
    new brand name is needed. Forexample.

    • Nestle launch Fruit vital with different falvours like Mint margarita ,pina
    colada, Red Anaar, Kinnow.
    • PepsiCo launch Layz , Lipton ,Tripicon.

    Failed product

    For example: MICROSOFT BOB


    Microsoft Bob was supposed to be a user –friendly interface for window project
    at an point managed by Bill Gates now wife Melinda Microsoft killed it in one year
    after launching in it 1995. Because the software demand more performance then
    typical computer hardware could deliver at the time and there wasn’t and equally
    large market Gate later wrote “Bob Died”. and I can personally attest and its poor
    performance on “typical” PC hardware of time.

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