RECAP 7/11/2011
Dear participants,
The discussion started with the term MASTER BRAND which is referred to be a brand where the category is completely replaced by the brand . For eg : fevicol
PRODUCT MIX : The set of goods and services a company provides . A company's product mix has 2 important dimensions : width and length
Product 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 length refers to the total number of items the company carries within its product lines. Procter & Gamble typically carries many brands within each line. For example, it sells eleven laundry detergents, eight hand soaps, six shampoos, and four dish washing detergents
CANNIBALISATION : If a firm introduces a new product or service into a market where there is a scope for growth,then that product or service may eat the market share of the existing product of the firm , this concept is known as cannibalisation.
PRUNING : When a company shave off some of its brands due to the danger of cannibalisation it is known as pruning .
MARKET SHARE
RELATIVE MARKET SHARE = TRIAL RATE * REPEATITIVE PURCHASE RATE
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