Product Hierarchy
- Need family: What is the basic need being fulfilled? Entertainment.
- Product family: Leisure.
- Product class: What all product classes can fulfil the basic need? TV, book, movie, socializing, radio etc.
- Product line: What are the sub-categories under movies? What are the various types of movies one can watch? Full length feature, animated, short.
- Product type: What are the sub categories under full length feature? Sci-fi, romance, horror, drama.
- Item: The specific product which fulfils the need. Star Wars.
- Product Hierarchy
Product Mix
This is used to highlight the various product types which are catered to by a company. In this case, the company is the production house behind Star Wars, 20th Century Fox.
- Width: How many different types of films are produced by Fox? Sci fi, animated, family, drama.
- Depth: Under each film type, what are the various other lines? In this case, we segregate according to censor board ratings. PG, PG-13, G, R.
- Lines/variants: Under each rating type, what are the various sources of revenue for the studio? Dubbed versions, merchandising.
- Product Mix
Concept of Core/Augmented Product
| Product | Service | |
| Core | Entertaining space opera | Distribution |
| Augmented | Franchising and merchandising | DVD extras |
