Companys Product Line and Product Mix

Companys crop lineage and overlap MixACKNOWLEGEMENTI am thankful to Mr. KRISHNA GOPAL for providing me the task of preparing the Term Paper on COMPANYS increase argumentation AND harvesting concoction RELATION. We at Lovely believe in taking ch solelyenges and the term stem provided me the luck to tackle a practical ch in allenge in the payoff of MARKETING MANAGEMENT. This term paper tested my patience at all(prenominal) step of preparation simply the courage provided by my t apiece(prenominal)ers helped me to swim against the billow and budge against the wind.I am besides thankful to my fri finiss and p bents for providing me help at every step of grounding of the Term Paper.INTRODUTION-PEPSICO CompanyPepsiCo is a institution leader in convenient snacks, foods and beverages. Learn more(prenominal) about our brand, our alliance, and our people.Our representation and VisionAt PepsiCo, we believe being a responsible collective citizen is non only the right amour t o do, except the right thing to do for our business.Our BrandsPepsi Co is home to hundreds of brands around the globe. Listed here atomic identification proceeds 18 whatsoever of our most recognized.PepsiCo Values and PhilosophyOur Values Philosophy atomic number 18 a reflection of the socially and environmentally responsible accompany we aspire to be. They be the foundation for every business decisiveness we make.The PepsiCo FamilyMeet the three major(ip) divisions of the PepsiCo family PepsiCo Americas Beverages, PepsiCo Americas Foods, and PepsiCo International.Our HistoryLifestyle ImagePepsiCo has enjoyed a long, proud history dating all the way back to 1898. Take a trip down computer memory lane with us and explore about of our more memorable moments.Our citizenryAt PepsiCo, our people occupy driven our success for over deoxycytidine monophosphate years. Meet the talented folks at the helm now and bring out how theyre helping steer our company into the next 100.O ur ProgressPepsiCo is proud to shell out the progress weve made on of our Performance with Purpose ag enda travel over the last year. Take a look at some the most signifi bedt successes.PRODUCT confines-Group of ingatherings manufactured by a firm that are closely cogitate in intent and in convergenceion and commercializeplaceing requirements. The information of the mathematical crossing line refers to the fleck of different reapings tendered in a ware line. For workout, General Foods has about a dozen different outputs in its coffee point of intersection line. Each of these items is promoted as distinctive, although they share the aforesaid(prenominal) distribution channels and uniform manufacturing facilities. McDonalds has developed a food output line that includes some(prenominal) hamburger, fish, and chicken sandwiches. A production line may be targeted to a particular customer group, much(prenominal) as Skill home shop tools, or sold to various(a) customer types through the equal outlets crossroad lining is the commercialiseing dodge of offering for sale several(prenominal) related products. Unlike product bundling, where several products are combined into one, lining involves offering several related products individually. A line can comprise related products of various sizes, types, colours, qualities, or prices. Line reasonableness refers to the payoff of product variants in a line. Line union refers to how closely related the products that make up the line are. Line picture refers to the percentage of sales or profits that are derived from only a hardly a(prenominal) products in the line.The bout of different product lines sold by a company is referred to as largeness of product shamble. The total number of products sold in all lines is referred to as length of product meld. If a line of products is sold with the same brand name, this is referred to as family branding. When you join on a peeled product to a li ne, it is referred to as a line extension. When you add a line extension that is of better quality than the other products in the line, this is referred to as profession up or brand leveraging. When you add a line extension that is of lower quality than the other products of the line, this is referred to as trading down. When you trade down, you will likely reduce your brand equity. You are gaining unequal sales at the expense of long term sales.Image anchors are highly promoted products within a line that define the image of the building block line. Image anchors are commonly from the higher end of the lines range. When you add a sweet product within the current range of an incomplete line, this is referred to as line filling.Price lining is the use of a limited number of prices for all your product offerings. This is a tradition started in the old atomic number 23 and dime stores in which everything cost either 5 or 10 cents. Its underlying rationale is that these amounts are seen as suitable price points for a whole range of products by prospective customers. It has the advantage of ease of administering, but the disadvantage of inflexibility, particularly in times of inflation or fallacious prices.There are many important decisions about product and swear out ontogenesis and merchandiseing. In the process of product development and market placeing we should focalize on strategic decisions about product attributes, product branding, product packaging, product labeling and product support swear outs. But product strategy also calls for building a product line.Length, width, and depth.Length is the number of product linescollections and services.Width is the number of categories within a product line such as the SF or large print collections or the number of services for adults. discernment is the number of copies for to apiece one item or the number of times that a service is available.Thus the product pleat can be expanded by adding length or new product lines, width of a new category to an existing product line graphic novels, or depth adding more copies to make particular content more accessiblePEPSI PRODUCT LINE-The Pepsi-Cola drink contains basic ingredients found in most other similar drinks including carbonated water, high fructose corn syrup, sugar, colorings, phosphoric sharp, caffeine, citric acid and natural flavors. The caffeine free Pepsi-Cola contains the same ingredients but no caffeine. some(prenominal) of the different and varied brands of Pepsi are as followsAll SportAquafinaCaffeine-Free Pepsi lechatelierite PepsiDiet PepsiGatoradeIzzeJazzJostaMirinda climb DewMountain Dew AMPMountain Dew LiveWireMountain Dew MDXMug Root BeerPepsiPepsi BluePepsi CappuccinoPepsi MaxPepsi ONEPepsi SambaPepsi TarikPepsi gismoPropel Fitness WaterSierra MistSliceSoBe pressureTeemTropicana ProductsTropicana TwisterPRODUCT MIX-The variety of product lines that a company produces, or that a retailer stocks. Product ad mi xingture usually refers to the length (the number of products in the product line), b immortaliseth (the number of product lines that a company offers), depth (the different varieties of product in the product line), and consistency (the relationship amongst products in their final destination) of product lines. Product mix is sometimes called product assortment.PRODUCTS MIX OF PEPSICO- PepsiCo makes products like Doritos, Lays, Cheetos, Fritos, Ruffle tater chips, Tostitos, Quaker Chewy granola bars, Sun Chips, Rold Gold pretzels, Stacys pita chips, Smartfood popcorn, Pepsi, Mountain Dew, Gatorade, Tropicana sublimate premium, Sierra Mist, Propel, Tropicana juice drinks, Dole, SOBE Life Water, Aquafina, Capn Crunch, Life cereal, Starbucks ready to drink coffee, Lipton read to drink tea, Quaker oatmeal, Aunt Jemina pancake syrup, and Aunt Jemina pancake mix.Product Mix DecisionsThe term product mix was already defined. In the realm of product mix, marketing decisions are width, length, depth and consistency.Width refers to number of product lines (Refer the new product focussing article).Length refers to the total number of items in a product line (different brands in a line).Depth refers to variants of each product in a line (different pack sizes of a brand). concurrence refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.Kotler says explicitly that product mix planning is largely the responsibility of the companys strategic planners. The top counsel has to assess with the information supplied by companys marketers, which the product mix. Hence the product mix is a shared decision by various functions of the company and not that of marketing department alone.Elements of a Product MixIf an governing is marketing more than one product it has a product mix.Product itema genius productProduct lineall items of the same typeProduct mixtotal group of products that an organi zation marketsDepth measures the of products that are offered within each product line. Satisfies several consumer segments for the same product, maximizes shelf space, discourages competitors, covers a range of prices and sustains dealer support. spicy cost in inventory etc.Width measures the of product lines a company offers. Enables a firm to diversify products, appeals to different consumer demand and encourages one stop shopping.PEPSICO example in class.Why so many different products?Different fatalitys of different target markets for the same product. Channels of distribution economies etc.LITRATURE reexaminePast outline of product mix-PRODUCT-MIX ANALYSISSince top management is ultimately responsible for the product mix and the resulting profits or losses, they practically analyze the company product mix. The first assessment involves the area of opportunity in a particular industry or market. Opportunity is mostly defined in terms of current industry harvest-home or possible attractiveness as an investment. The second criterion is the companys ability to execution opportunity, which is based on its current or potential position in the industry. The companys position can be measured in terms of market share if it is currently in the market, or in terms of its resources if it is considering go into the market. These two factors-opportunity and the companys ability to exploit it-provide quartette different options for a company to follow.High opportunity and ability to exploit it result in the firms introducing new products or expanding markets for existing products to ensure future harvest-time.Low opportunity but a strong current market position will generally result in the companys attempting to maintain its position to ensure current profitability.High opportunity but a lack of ability to exploit it results in either (a) attempting to acquire the necessary resources or (b) deciding not to make headway pursue opportunity in these market s.Low opportunity and a spineless market position will result in either (a) avoiding these markets or (b) divesting existing products in them.These options provide a basis for the firm to measure out new and existing products in an attempt to achieve balance between current and future fruit. This analysis may cause the product mix to change, depending on what management decides.The most widely used approach to product portfolio analysis is the model developed by the Boston Consulting Group (BCG). The BCG analysis emphasizes two main criteria in evaluating the firms product mix the market growth rate and the products relative market share. BCG uses these two criteria because they are closely related to profitability, which is why top management often uses the BCG analysis. Proper analysis and conclusions may lead to significant changes to the companys product mix, product line, and product offerings.The market growth rate represents the products category position in the product l ife cycle. Products in the introductory and growth phases require more investment because of re look for and development and initial marketing costs for advertising, selling, and distribution. This category is also regarded as a high-growth area (e.g., the Internet). Relative market share represents the companys competitive aptitude (or estimated strength for a new entry). Market share is compared to that of the leading competitor. Once the analysis has been done using the market growth rate and relative market share, products are placed into one of four categories.Stars Products with high growth and market share are know as stars. Because these products have high potential for profitability, they should be given top priority in financing, advertising, product positioning, and distribution. As a result, they need significant amounts of cash to finance rapid growth and frequently show an initial negative cash flow.Cash oxen Products with a high relative market share but in a low gro wth position are cash cows. These are profitable products that generate more cash than is required to produce and market them. Excess cash should be used to finance high-opportunity areas (stars or job children). Strategies for cash cows should be designed to sustain current market share rather than to expand it. An expansion strategy would require additive investment, thus decreasing the existing positive cash flow.Problem children These products have low relative market share but are in a high-growth situation. They are called fuss children because their eventual direction is not even so clear. The firm should invest heavily in those that sales forecasts indicate energy have a reasonable chance to become stars. Otherwise divestment is the scoop out course, since problem children may become dogs and thereby candidates for deletion.Dogs Products in the category are clearly candidates for deletion. Such products have low market shares and unlike problem children, have no real p rospect for growth. Eliminating a dog is not always necessary, since there are strategies for dogs that could make them profitable in the short term. These strategies involve harvesting these products by eliminating marketing support and selling the product only to intensely loyal consumers who will buy in the absence seizure of advertising. However, over the long term companies will seek to eliminate dogs.As can be seen from the description of the four BCG alternatives, products are evaluated as producers or users of cash. Products with a positive cash flow will finance high-opportunity products that need cash. The emphasis on cash flow stems from managements belief that it is better to finance new entries and to support existing products with internally produced funds than to increase debt or equity in the company.Based on this belief, companies will normally absent money from cash cows and divert it to stars and to some problem children. The foretaste is that the stars will bo w into cash cows and the problem children will turn into stars. The dogs will continue to receive lower funding and eventually be dropped.PEPSICO PRODUCT MIX RELATE TO DEVELOPMENT OF PRODUCT LINEPepsiCo product line directs relate to has product mix. When companys product line is developed thence product mix also developed. Because A product mix consists of all the product lines and items that a particular seller offers for sale. Avons product mix consists of four major product lines cosmetics, jewelry, fashions, and household items. Each product line consists of several sublines.A companys. pepsico a fairly wide product mix consisting of many product lines, product mix has four important dimensions width, length, depth, and consistency. Product mix width refers to the number of different product lines the company carries including paper, food, household cleaning, medicinal, cosmetics, and ad hominem cope products. Product mix length refers to the total number of items the company carries within its product lines. Procter Gamble typically carries many brands within each line. For example, it sells eleven laundry detergents, eight hand soaps, six shampoos, and four dishwashing detergents.Product line depth refers to the number of versions offered of each product in the line. Thus, pepsicos pepsi come into different different color and taste. Finally, the consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. Pepsico product lines are consistent insofar as they are consumer products that go through the same distribution channels. The lines are less consistent insofar as they put to death different functions for buyers.PEPSICO product line delopment is closely relates to product mix because when product line is big then company product mix also developed.Product line and product mix have direct relationship.Depth of the product line- Product lin e depth refers to the number of versions offered of each product in the line. Thus, pepsicos pepsi come into different different color and taste.Pepsico added depth to its product line more then width of product mix because companys product mix width is narrow and product line depth is good. (LIKE- PEPSI PRODUCT IS MORE THEN OTHER PRODUCT)Product mix comprehensiveness- product mix has four important dimensions width, length, depth, and consistency. Product mix width refers to the number of different product lines the company carries including paper, food, household cleaning, medicinal, cosmetics, and personal care products. Product mix length refers to the total number of items the company carries within its product lines. Pepsico typically carries many brands within each line. For example, it sells pepsi, Aquafina Starbucks (Partnership) Lipton (Partnership)WIDE WIDTH, fairish DEPTHThe product lines are defined in terms of faculty member departments. The depth of each line is sh own by the number of different product items-course offerings-offered within each product line. (The examples represent only a partial(p) listing of what a real university would offer.) The state university has made the strategic decision to offer a diverse market mix. Because the university has numerous academic departments, it can appeal to a large cross-section of potential students. This university has decided to offer a wide product line (academic departments), but the depth of each department (course offerings) is only average.In order to see the difference in product mix, product line, and products, consider a smaller college that focuses on the sciences stand for in Table 2. This college has decided to concentrate its resources in a few departments.CONCLUSION-PEPSICOS PRODUCT LINE IS MORE DEVELOPED THEN PRODUCT MIX. PEPSICO PRODUCT DEVELOPMENT ALSO DEVELOPED ITS PRODUCT MIX.PEPSICO ADDED PRODUCT LINE DEPTH IS MORE THEN PRODUCT MIX WIDTH BECA theatrical role PEPSICO USE LIM ITES OF DIFFERENT PRODUCT ITS INCREASE HAS PRODUCT LINE DEPTH. FOR INCREASING PRODUCT MIX.REFERANCEhttp//pgdba.blogspot.com/2008/05/product-mix-product-line.htmlhttp//www.google.co.in/search?hl=enq=+PRODUCT+MIX+RELATE+TO+PRODUCT+LINEbtnG=Searchmeta=aq=ooq=http//www.google.co.in/search?hl=ensource=hpq=wikipediabtnG=Google+Searchmeta=aq=0oq=wiAssel, Henry. (1985). 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