PRODUCT STRATEGY

PRODUCT STRATEGY

Product Mix

Product Width- refers to the variety of different items a company carries i,e how may product line a company carries. Vaseline is totally into skin care: lip care, hand care, body care. HUL the parent brand is into home care, personal care, food.

Product Length- total number if items available in the product mix. HUL has about 42 products

Product Depth- means that the store carries a large assortment of each item. the number of variantsof each product in the line. VPJ variants are vaseline jelly original, vaseline jelly cocoa butter, vaseline jelly baby, vaseline deep moisturising creamy formula.

Product Consistency- It describes how closely related the various product lines are in end use, production requirements, distribution channels or some other way.HUl products have consistency as they go through the same distribution channels and are consumer goods used daily. VPJ has been the best petroleum Jelly and enjoys its position and market share.

Product Hierarchy

Need Family- The core need of  VPJ is protective skin, nourishment of skin.
Product Family- VPJ belongs to the skin care category,
Product Class-  Petroleum jelly.

Product Line- Vaseline intensive care,vaseline petroleum jelly cream, vaseline spray and go.

Product Type- Vaseline the product type has expanded to original petroleum jelly to baby petroleum jelly, creamy petroleum jelly.
Item- VaselinePJ comes in different sizes

Product Levels
The various levels of a product a marketer needs to consider in planning 

Core product- the basic benefit the product provides/serves. its the basic need to buy that product. VPJ helps cure dry skin.

Basic product- The basic value the product gives. VPJ smoothens the dry skin, helps recover chapped lips, illuminates skin by the use of petroleum jelly which is a non-sticky gel

Expected product- they are the set of attributes that the target customers expect when they buy the product. For VPJ consumers expect diverse results such as smooth skin, cure form dry skin, chapped lips, baby rash etc

Augmented- Augmented product is that level of the product which gives the customers extra value with the core value. For VPJ consumers expect cure from dry skin but it provides extra benefits with its versatile uses such as a beauty product, used as a lubricant, helps cure baby rash, sun burns etc.

Potential- Potential product its the changes the product shall undergo in the future to give better service to the cutovers to satisfy and distinguish their offerings,