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Marketing 101: Product Hierarchy, Product Mix & Concept of Core/Augmented Product
Categories: Marketing 101

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 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
Product Mix

Concept of Core/Augmented Product

Product Service
Core Entertaining space opera Distribution
Augmented Franchising and merchandising DVD extras

2 Comments to “Marketing 101: Product Hierarchy, Product Mix & Concept of Core/Augmented Product”

  1. Naresh Chk says:

    Very Nice…. Can you take an example of any Product (Goods)

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