Altogether Avons product mix includes 1300 items A companys product mix has

Altogether avons product mix includes 1300 items a

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Altogether, Avon's product mix includes 1,300 items. A company's product mix has four important dimensions: width, length, depth, and consistency . - Product mix width refers to the number of different product lines the company carries. For example, Procter & Gamble markets a fairly wide product mix consisting of many product lines, including paper, food, household cleaning, medicinal, cosmetics, and personal care products. - Product mix length refers to the total number of items the company carries within its product lines. P & G typically carries many brands within each line. For example, it sells eight laundry deter gents, six hand soaps, six shampoos, and four dishwashing detergents. - Product line depth refers to the number of versions offered of each product in the line. Thus, P & G's Crest toothpaste comes in three sizes and two formulations (paste and gel). - Finally, the consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. P & G's product lines are consistent insofar as they are consumer products that go through the same distribution channels. It can add new produce lines, thus widening its product mix. In this way, its new lines build on the company's reputation in its other lines: - The company can lengthen its existing prod outlines to become a more full-line company. - It can add more versions of each product and thus deepen its product mix. - The company can pursue more product line consistency—or less—depending on whether it wants to have a strong reputation in a single field or in several fields. Brands are viewed as the major enduring asset of a company , outlasting the company’s specific products and facilities . In this section, we examine the key strategies for building and managing brands : o Brand equity: the positive differential effect that brand name has on customer response to the marketing of that product or service . o Brands vary in the amount of power and value they have in the marketplace. A powerful brand has high brand equity . Brands have higher brand equity to the extent that they have higher brand loyalty , name awareness , perceived quality , strong brand associations , and other assets such as patents, trademarks, and channel relationships . 11 هثدحم هخسن 1/31/2012 Products-mix decisions: Branding strategy: building strong brands Brand equity:
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BE200 Summary Prepared by: Honey Bonny (( دمحموبأ o A brand with strong brand equity is a very valuable asset. Measuring the actual equity of a brand name is difficult. However, according to one estimate, the brand equity of Coca-Cola is $84 billion, Microsoft is $57 billion, and IBM is $44 billion. o High brand equity provides a company with many competitive advantages . A powerful brand enjoys a high level of consumer brand awareness and loyally. Because consumers expect stores to carry the brand, the company has more leverage in bargaining with resellers. Because the brand name carries high credibility, the company can more easily launch line and brand extensions, as when Coca-Cola
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