MKT

PRODUCT MIX INVESTIGATION

Objective 3.03Employ product-mix strategies to meet customer expectations.

Directions: You and a partner will investigate a company’s product mix togenerate a report of your findings and develop a visual of the product mix. Your report should be at least 2 pages, double-spaced, 12-point font, Times New Roman. Use correct spelling, grammar, and sentence/paragraph composition. Your visual should be included in the two pages. Choose from the following companies:

  • (Johnson & Johnson)

Using the Internet, access yourcompany’s website to:

  1. Identify its product lines. It will help to create a list.
  2. For each product line, identify theproduct items in that line.
  3. Identify whether you believe your company has a narrow or broad product width and explain how you know.
  4. Identify whether you believe your company has a deep or shallow product mix and explain how you know.
  5. Determine how you would use expansion by suggesting one product item or product line you would add to the product mix. Explain why you chose to add this item/line.
  6. Determine how you would use contraction by suggesting one product item or product line you would remove from the product mix. Explain why you chose to remove this item/line.
  7. Evaluate your product mix’s consistency (consistent or inconsistent). To determine this, analyze how your product lines are related in terms of: end use, methods of distribution and production, target market(s), price range. Explain your reasoning.
  8. For alteration, choose a product item that could use an update. Describe how you would alter either the design, package, or use.
  9. Determine whether it would be best for this company to use trading up or trading down when adding a product and explain why.
  10. After becoming familiar with all the product items offered, determine how the product mix is positioned in the minds of consumers according to one of the following: in relation to a competitor, in relation to a product class or attribute, in relation to a target market, by price and quality, or difficulty to change.

PRODUCT MIX INVESTIGATION RUBRIC
Requirements / Points Possible / Points Earned
All product lines and product items are identified. / 5
A visual is created for the product lines and product items and is logical and neat. / 15
Narrow or broad width identified and explained. / 10
Deep or shallow mix identified and explained. / 10
Expansion item is identified and explained. / 10
Contraction item is identified and explained. / 10
Consistency is identified and reasoning explained. / 10
Product alteration of design, package, or use is described. / 10
Trading up or trading down is determined and explained. / 10
Product positioning is explained. / 10
Total Points / 100