PRODUCT STRATEGY

Product Mix

According to the AMA, product mix refers to “the full set of products offered for sale by an organization. The product mix includes all the product lines and categories It is also a set of all the products a seller offers for sale. The categories related to product mix are :

Product Width:

 It refers to how many product line a company carries. The parent company of 5 star is cadbury. So the product width of cadbury is 5.

Product Length:

It refers to the total number present in the product mix.

Beverages

• Bournvita
• Bournvita l'il Champs

Biscuits

• Oreo

 Candies

•  Eclairs

Gums

• Chiclets
• Bubblicious 

 Product Depth:

Number of variants of each product in the line. 5 Star has following variants available.

 

Also 5 Star is available in Rs 5/- 10/- 20/- 25/-.

Product Consistency :

It refers to how closely the various product lines are related in terms of end use,production and distribution. Cadbury other than chocolates also offers biscuits,beverages etc. More or less the target audience for the product is same so in order to save money products can be distributed through same channels. This defines the close relation between various product lines.

  Product Hierarchy

It stretches from the basic requirement that is created to the final product that satisfy the want.

According to AMA “an organizational chart type of array of the products offered in a given market, breaking first into product class, then product form, then variations on form, and then brand is product hierarchy. The basic elements are :