Hul was established in 1933 as lever brothers and following merger of constituent groups in 1956 was renamed as hindustan lever limited. Total number of items in the product mix of the company. Hindustan unilever limited a study on the marketing concept. Product mix marketing management video lecture by prof. Lux is a global brand, launched in 1925, whose range of products includes beauty soaps, shower gels, bath additives, shampoos and conditioners of the stars from elizabeth taylor, audrey hepburn, marilyn monroe, aishwarya rai, katrina kaif and shu qi. A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlet, or fall within given price ranges. Complete details on the products manufactured and sold by hindustan unilever ltd.
Although more is becoming known about the relationships among elements of the marketing mix. The products are similar and focus on the same market sector. The combination of all these product lines is the product mix. The marketing mix of hindustan unilever or hul analyses one of the biggest fmcg brands in the market, and in reality an umbrella brand company. This video about the product mix and 4 dimensions of product mix. Product mix product width product line vs product width. A product mix consists of product lines, which are associated items that consumers buyer types buyer types is a set of. The combination of all these product lines is the product. Accordingly, within the product mix, there are various product lines and within each product line are the various related products the range of products which. Marketing mix and elements of marketing mix 1 product class xii bussiness studies by ruby singh duration. Product mix width, length, depth, consistency with examples. Hindustan unilever hul is one of the leading fmcg companies in india.
Simply, it shows the number of items in the product line. Assortment of size, colour and models offered in each item of a product line. This is where the concept of product mix and product line decisions occur, this article clearly explains the differences between product mix and product line in a detailed manner along with examples. Line filling is the type of product line extension to introduce new version of existing product in the market. As explained, product mix is a combination of total product lines within a company. Companys objectives also influence product line length.
The product mix represents the collection of different products that a business offers its customers. Product line is a group of related products manufactured or marketed by a single company. Total no of product lines in which company is dealing is called product mix product lines individual product group of products within the product mix that are closely related closely related products under the same product, which may differ in the price, color. The cosmetic company might have a special product line geared toward teenagers and another line geared toward women older than 60, in addition to its regular product line that can be used by women of any age. The consistency of the hul the consistency of the product mix refers to how closely related the various product lines are in the use, production requirement, distribution channel or in any other manner.
As mentioned earlier, a product mix is the total number of product lines offered by a company to its customers. Product mix or product assortment is a set of the total number of products lines that a seller offers in the market to its buyers. Hindustan unilever limited hul is the indian subsidiary of unilever. Product mix overview, dimensions and practical example. Product line is too long if profit can be reduced by dropping items from product line. Such products function in similar manner, sold to the same customer group, sold through the same type of outlets, and fall within a same. With an understanding of the product mix, businesses can develop a strategy to reach their. A company like hul has numerous product lines like shampoos, detergents, soaps etc. Product mix hul unilever personal hygiene products. However, when they all are grouped together, they form the product mix of patanjali. An individual product in a line is known as a product item.
Product mix in simple words is all the products offered for sale by an organisation. Number of different product lines carries by the company. For example hindustan uniliver has a broad product mix with several product lines such as soap line, food line, personal care line home care line and so on the number of items in each product line is called the product mix length. It refers to the relationship of various product line either in their end use, production requirement, distribution channel or other way. Product mix or product assortment refers to the number of product lines that an. The product strategy and mix in hul hindustan unilever marketing strategy can be explained as follows. Before turning to the product mix decisions, we first have to know what the product mix actually is. The product is available in more than 100 countries. Product mix is defined as the set of all products and items that a particular seller offers for sale. Ch8 managing products, product lines, brands, packaging. Product line is too short if profits can be increased by adding items to product line.
Product mix, also known as product assortment, refers to the total number of product lines a company offers. That will cover 23 modules of business and digital marketing like. A product line is a group of products that a company creates under a single brand. Compare the product line strategy of hul and free download as powerpoint presentation.
Shampoo, here, forms a different product line, flour forms a different product line as well, and so does toothpaste. Get an answer for please tell me the example of product line, product mix, product extension and product filling of the particular company. It refers to the relationship of various product line either in their end use, production requirement, distribution channel. A product line is a group of related products under a single brand sold by the same company. Ppt on product mix of hul introduction product mix of hul and bru coffee their width,length,depth. The total composite of products offered by a particular organization.
Hindustan unilever limited jq 2016 results presentation, 18th july 2016. The breadth of a product mix shows the different kinds of product lines that firm carries. Perhaps their physical attributes, prices, quality, or type of customers are the same. Its products include foods, beverages, cleaning agents, personal care products, water purifiers and consumer goods. The product mix, also called product portfolio, is the set of all product lines and items that a company offers for sale. Product mix decisions width, length, depth and consistency. Pdf hindustan unilever limited a study on the marketing. Product mix and product line understanding product length, width. Product mix concepts depth the depth of the product mix is the assortment of all sizes, colors and variations offered for each product in the product line for example lifebuoy active red comes in three sizes 125 gms,100 gms and 60 gms cakes consistency. For example, hul in india is having different product. Product mix product width product line vs product width product depth vs lengthhul product mix.
The product lines may range from one to many and the company may have many products under the same. Read this article to get information on marketing mix. Hindustan unilever limited hul is an indian consumer goods company based in mumbai, maharashtra. Decision is in line with hul objective to focus on core business. Product mix and product line understanding product. For example hindustan unilever has breeze, hamam, lifebuoy, lux, rexona, le sancy and liril in its soap line.
Hindustan unilever is one of the biggest fast moving companies of consumer goods with at least twothirds of the population using its products at one time or the other. Godrej product mix great lakes institute of management, gurgaon. Scribd is the worlds largest social reading and publishing site. It shows the degree of diversification of a firms activities. Product mix has three important aspectswidth, depth and consistency. Marketing mix of hindustan unilever hul marketing mix.
Product characteristics and marketing strategy 19 the term marketing mix suggests a relationship between interacting, elements. This dimension of the product mix represents the extent to which the activities of the firm are diversified. The hul product portfolio has been mostly into 4 categories that are food and drinks, home care, personal care and. The development of the term constituted a step forward in the classification of interrelated marketing efforts. The product lines may range from one to many and the company may have many products under the. Product mix, also known as product assortment or product portfolio, refers to the complete set of products andor services offered by a firm.