Choose a well-known corporate brand that is functional having different products or sub-brands. In the next step explain the product mix of that brand i.e. width, depth, length and consistency.
INTRODUCTION
Johnson & Johnson started its operations in various countries all over the world and become famous brand almost everywhere. In the following there are some examples of Johnson & Johnson products, brands and sub brands.
Business Segment
There are three main business segments of J&J.
Consumers business
Professional business
Pharmaceutical business
There are three main business segments of J&J.
Consumers business
Professional business
Pharmaceutical business
Consumer=
Major franchises in consumer business are skin and hair care, sanitary protection, wound care, oral care, baby care and nonprescription drugs. Familiar brand names include
neutrogena skin and hair care products.
baby lotion , baby oil etc
Professional=
Products commonly found in hospitals worldwide, in clinics and physicians’ offices, used by medical professionals for patient care, blood testing and related medical purposes. Well-known Brands include.
acuvue Disposable Contact Lens.
one touch profile blood glucose monitor.
Pharmaceutical=
In pharmaceutical J& J have following products
Major franchises in consumer business are skin and hair care, sanitary protection, wound care, oral care, baby care and nonprescription drugs. Familiar brand names include
neutrogena skin and hair care products.
baby lotion , baby oil etc
Professional=
Products commonly found in hospitals worldwide, in clinics and physicians’ offices, used by medical professionals for patient care, blood testing and related medical purposes. Well-known Brands include.
acuvue Disposable Contact Lens.
one touch profile blood glucose monitor.
Pharmaceutical=
In pharmaceutical J& J have following products
procrit; sporanox antifungals.
levaquin anti-infective
remicade for treating crohn’s Disease and Rheumatoid Arthritis;
levaquin anti-infective
remicade for treating crohn’s Disease and Rheumatoid Arthritis;
Major Sub-Segments=
The sub segments of the baby care segment are as follows:
johnson’s baby lotion. johnson’s baby powder and johnson’s baby shampoo.
The sub segments of the baby care segment are as follows:
johnson’s baby lotion. johnson’s baby powder and johnson’s baby shampoo.
Product mix=
Product mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers. For example, a J&J sell multiple lines of products.
Width =
The width of a company's product mix includes the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. In above example J&J shows that they have three product lines and also running sub brand of baby care , a company's technology may allow the company to diversify into other industries and build the width of the product mix.
Length =Product mix length includes the number of total products or items in a company's product mix, For example, J&J company may have three product lines, and 10 brands within each product line. Thus, J&J's product mix length would be 20 . Companies that have multiple product lines will sometimes keep track of their average length per product line.
Product mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers. For example, a J&J sell multiple lines of products.
Width =
The width of a company's product mix includes the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. In above example J&J shows that they have three product lines and also running sub brand of baby care , a company's technology may allow the company to diversify into other industries and build the width of the product mix.
Length =Product mix length includes the number of total products or items in a company's product mix, For example, J&J company may have three product lines, and 10 brands within each product line. Thus, J&J's product mix length would be 20 . Companies that have multiple product lines will sometimes keep track of their average length per product line.
Depth =
Depth of a product mix includes the total number of variations for each product. Variations can include size, flavor and any other distinguishing characteristic. For example, if a J&J company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line.
Consistency =
Product mix consistency includes how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use. For example, J&J company may sell its baby lotion and Acuvued disposable contact lens in retail stores. However, one product is for baby skincare and the other is not. The production consistency of these products would vary as well.
Depth of a product mix includes the total number of variations for each product. Variations can include size, flavor and any other distinguishing characteristic. For example, if a J&J company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line.
Consistency =
Product mix consistency includes how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use. For example, J&J company may sell its baby lotion and Acuvued disposable contact lens in retail stores. However, one product is for baby skincare and the other is not. The production consistency of these products would vary as well.
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