The constituents of marketing mix are said as marketing mix elements. So, in fmcg sector, the marketing mix can be seen as a combination of the product, the price, the distribution network, and the promotional methods. Product mix overview, dimensions and practical example. The services marketing mix is also known as the 7 ps of marketing.
A product line is a group of closely related products with similar functions, customer groups, outlets and same price ranges. At last, the consistency of a product mix is the close relationship between different product lines. Introduce new variants and augment product portfolio catering to. The astrocosmo problem considered earlier is an example. A product mix consists of product lines, which are associated items that consumers. Sep 17, 2015 product mix pricingbritannia often offers some of its biscuits in bundles and provides a discount on them. Product mix width, length, depth, consistency with examples. The domestic like product needs to be defined because a petition must be filed on behalf of and have the support of the industry producing the domestic like product. Product mix example these are slightly different terms that describe different aspects of the product mix and probably the best way to explain them is with an example.
United states international trade commission washington, dc 20436 u. Sunfeast biscuits special snacky glucose dreamcream marie golden bakery fitkit butter chilli orange choco orange coconut vitamin cashew flakes milky magic vanilla butter nut multigrain crunchy classic nice orange butter scotch coconut salted milk cream pasta. Clicking on a link will load the corresponding adobe. Over 38000 villages linked through around 6400 echoupals servicing over 3. Itc brands are designed and customized to delight your diverse tastes, needs and lifestyles. Here is the marketing mix of itc limited which is popularly known as itc and is a public company of indian origins.
For spc to be most effective it needs to operate within an inherently stable environment. Hindustan unilever limited a study on the marketing concept. Sep 16, 2018 the service marketing mix is also different from marketing mix of tangible products. Download as pptx, pdf, txt or read online from scribd. Itc occupies 81% of market share in terms of selling cigarettes in india and some of its main brands are gold flake kings, wills navy cut, golds flake super star and india kings. A product represents the heart of an fmcg company and acts as a need satisfying entity to an fmcg consumer. To reduce productprocess variation, or in other ways improve performance. Itc sunfeast project free download as powerpoint presentation. As of 2020, there are several marketing strategies like product service innovation, marketing investment, customer experience etc. May 29, 2019 itc as a brand caters to the needs of a diverse range of consumer segments which is done by segmenting the population based on similar sorts of characteristics. About itc incorporated on august 24, 1910 headquarters kolkata, west bengal chairmanyogesh chander deveshwar change in companys name imperial tobacco company of india limited 1910 india tobacco company limited 1970 i. Itc is ranked at first position in terms of branded foods and some of its food brands are bingo, sunfeast, aashirvaad.
In other words, the domestic like product is the product produced in the united states which is most similar to the foreign product covered under the scope of the investigation. According to kpmgs sector report, the fmcg sector consists of several products. Pricing strategy pricing is an important strategic issue because it is related to product positioning. Product mix, also known as product assortment or product portfolio, refers to the complete set of products andor services offered by a firm. Scale benefits and lisation of lossmaking segments in fmcg and better product.
Pdf hindustan unilever limited a study on the marketing. The links below correspond to the various sections in the table of contents for the harmonized tariff schedule. Indias market leader across all cartonconsuming segments including cigarettes, foods, beverages any many more. In recognition of the itcs multibusiness portfolio encompassing a wide range of businesses, the full stops in the. Our ulrecognized ties are manufactured from highgrade nylon pa 6. A service requires people to perform the tasks which becomes the 5th p. Market cap and tsr based on fyend prices for fy09 and fy19. Harmonised product code list harmonised product code list hscode product description head. Scope of marketing the scope of itc is ranging all issues including operations, designs, planning, economics and performance analysis of current communication networks and services. But the rate of customer participation and also the time are. Service marketing mix 7 ps of marketing mix feedough. Various strategies are made to promote the product in the market. Koopman director, office of operations karen laney director, office of industries commissioners irving a. Nestle offers a wide range of products and has an strong depth and width of the products.
Itc has a diversified business portfolio and it includes. Complete details on the products manufactured and sold by itc ltd. Product strategy and product mix of britannia britannia. Itc product mix, bcg matrix 1040 words 5 pages imperial tobacco company itc is an indian conglomerate headquartered in kolkata currently headed by yogesh chander deveshwar. The article talks about the impact of its product, price, place and promotional strategies on the performance of the company.
Apr 08, 2020 a product mix is a group of everything a company sells. We expect this trend to continue led by the fmcg and paperboards division. Jun 25, 2018 length of the product mix refers to the total number of products in the mix. The service marketing mix is also different from marketing mix of tangible products. Marketing mix of dove analyses the brandcompany which covers 4ps product, price, place, promotion and explains the dove marketing strategy. Product mix pricingbritannia often offers some of its biscuits in bundles and provides a discount on them. Product mix and product line understanding product. In the list of world most reputable companies itc position at 95.
Itc derives 85% of profitability from cigarettes segment alone. Buyer types buyer types is a set of categories that describe the spending habits of consumers. The idea behind the concept is to create a memorable phrase that will sum up the tone of a brand or product to reinforce the audiences memory of a productbrand. Each element is also referred as mix, for example, product mix, price mix, promotion mix, and place mix. For example product mix of bajaj company has more than 100 items in various product lines, such as fans, bulbs and tubes, heaters, motorbikes, shooters, richshow, processing machines, and many other ranges. About itc the company was founded in year 1790 by henry overton wills.
Itcs paperboards business has a manufacturing capacity of over 360,000 tones per year. These dimensions are collectively called product mix. A range of associated products that yields larger sales revenue when marketed together than if they were marketed individually or in isolation from others. Product mix for example may consist of size and weight of the product, volume of output, product quality, product design, product range, brand name, package, product testing, warranties and after sales services and the like. It refers to the total number of items in all the product lines in product mix. The product mix problem used for illustration is the goulds fine foods case which has been described elsewhere 16, 19, 20. Itc finished products check the list of finished products by itc on the economic times. Bingo, candyman, yippee, gumon, minto, kitchen of india, aashirvaad. Market condition created by the competitor in terms of the price.
Marketing mix of nestle 4ps of marketing mix of nestle. A product line refers to a unique product category or product brand a company offers. Itcs food brands include sunfeast with subbrands dark fantasy, yumfills, bounce. Product mix decisions width, length, depth and consistency. The product mix of brazils exports has shifted over time, but not significantly. The model is an extension of product marketing mix also known as the 4 ps of. In any multi brand organizations, there are numerous products present. Product mix is defined as the set of all products and items that a particular seller offers for sale. The role of service marketing mix and its impact on marketing. Price is something which customer is ready to pay for your product hence it is a majority function of consumers purchasing power. However, the product line is a subset of the product mix. As of 2020, there are several marketing strategies like productservice innovation, marketing investment, customer experience etc.
For example, patanjali deals in different categories of products which include shampoo, flour, toothpaste, etc. Click each link below to download individualseparate files. The element promotion in the marketing mix comprises the advertising and events to support the certain service and product. Scribd is the worlds largest social reading and publishing site. The product mix, also called product portfolio, is the set of all product lines and items that a company offers for sale. For example, the product lines of itc are fmcg, hotels, paper board and packaging, agribusiness. The example of nike product line includes, footwear, apparel and sports equipment and every product line have similar products what is product mix. The 7 ps of service marketing in hotel industry trilyo blog.
In order to make the end users aware of the product marketers initiate different promotional strategies to uphold their goods and services. It is the largest producer of cigarettes in india with maximum brands of all range. Thus, product line width is a depiction of the number of product lines which a company has. Oct 24, 2009 this project is all about the product line and range of itc company slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Itc performance track record sensex cagr 0809 to 1819. If you continue browsing the site, you agree to the use of cookies on this website. With correct process control, end of line inspection moves from being an exercise of sorting good and bad product to one of routine validation of goodness as expected. While the traditional orms frames typify the hard approaches, the toc frames are softer in nature.
None of the organizations wants to take the risk of being present in the market with a single product if a company has only a single product, than it is understood that the demand of the product is very high or the company does not have. This page contains the chapterbychapter listing of the harmonized tariff schedule and general notes. Marketing mix of nestle analyses the 4ps of marketing mix of nestle product, price, place, and promotion. Thus, taking the above example, if there are 4 product lines within the company, and 10 products within each product line, than the product line width is 4 only. Mar 14, 2020 the width of the product mix is equal to the number of product lines within a company. The services marketing mix consists of a set of tactics that a company can use to promote and encourage potential customers to buy their service. Product mix or product assortment is a set of total number of products lines that a seller offers in the market to its. The breadth of a product mix shows the different kinds of product lines that firm carries. Although product mix problems are seldom encountered in their simple textbook form in practice, they very frequently constitute important. Ntroduction henever we talk over the marketing product, four fundamental factors of marketing is mentioned.
Before turning to the product mix decisions, we first have to know what the product mix actually is. Marketing mix of itc analyses the brandcompany which covers 4ps product, price, place, promotion and explains the itc marketing strategy. Essay on itc product mix, bcg matrix 1033 words cram. The dots in the name were removed in september 2001 for the.
Itc limited is an indian multinational conglomerate company headquartered in kolkata, west bengal. Reframing the product mix problem using the theory of. Industrial enclosures plastic, aluminium and control enclosures. Pricing strategies of itc case study solution case. Physical evidence is the 6th p, and the process of the service is the 7th p of the service marketing mix. Itc product mix free download as powerpoint presentation. Product mix this means the range or variety of products sold by a business.
Simply, it shows the number of items in the product line. There are different products that nestle offers in different countries and the decision to sell which product in what country is based on the demographic factors, production costs, demand fluctuation, and competition. Product mix a product mix is the set of all products and items a particular seller offers for sale. Established in 1910 as the imperial tobacco company of india limited, the company was renamed as the india tobacco company limited in 1970 and later to i. In 1998, brazils top exports were coffee, soy beans and soy bean oil, iron ore and concentrates, iron ore agglomerates, blooms, billets, slabs and sheet bars of iron or steel, pig iron, oilcake and other residues, and motor vehicles and parts and accessories. However, in fy19, 28% of ebit growth was contributed by noncigarette segments fmcg, paperboards and hotels for the company. Itc is one of indias leading marketer in fast moving. Itc marketing mix 4ps itc marketing strategy mba skoolstudy. A product mix has certain width, length, depth and. The role of service marketing mix and its impact on. The complete range of products present within a company is known as the product mix.