Marketing - Product Line of V Guard Industries

V-GUARD
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 small company may sell multiple lines of products. Sometimes, these product lines are fairly similar, such as dish washing liquid and bar soap, which are used for cleaning and use similar technologies. Other times, the product lines are vastly different, such as diapers and razors. The four dimensions of a company's product mix are width, length, depth and consistency. WIDTH: The width of a company's product mix pertains to the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. Small and upstart businesses will usually not have a wide product mix. It is more practical to start with some basic products and build market share. Later on, 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 pertains to the number of total products or items in a company's product mix, according to Philip Kotlers textbook "Marketing Management: Analysis, Planning, Implementation and Control." For example, ABC Company may have two product lines, and five brands within each product line. Thus, ABC's product mix length would be 10. Companies that have multiple product lines will sometimes keep track of their average length per product line. In the above case, the average length of an ABC Company's product line is five. DEPTH: Depth of a product mix pertains to the total number of variations for each product. Variations can include size, flavour and any other distinguishing characteristic. For example, if a company sells three sizes and two flavours 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.
V-GUARD: An Overview
Company Profile: V-Guard Industries Ltd is a major electrical appliances
manufacturer in India, and the largest in the state of Kerala with an annual turnover of 7 billion. It manufactures voltage stabilizers, wiring cables, electric pumps, electric motors, geysers, solar water heaters, electric fans and UPSs. It was founded in 1977 by Kochouseph Chittilappilly as a small voltage stabilizer manufacturing unit. V-Guard Industries is also a holding company for other establishments such as Wonderla and Veegaland, amusement parks.
Product Mix: Width: The widths of the product mix includes

Electric Appliances Amusement parks. Thus width of the product mix is two. The length of the product mix refers to total number of items offered by
Length:
the mix.
Voltage stabilizers Geysers Pumps and Motors Wiring cables Solar water heaters Fans UPS Power and control cables. Switch gears and DBs Induction Cookers. Digital UPS Veegaland Wonderla
The length of the product mix is 13.
Breadth:
The breadth includes the variations in each product line.
VOLTAGE STABILIZERS:

Digital Stabilizer (LCD/LED TV) Stabilizer for Television / Music System Stabilizer for Refrigerators Stabilizer for AC Stabilizer for Washing Machine / Treadmill / Oven Mainline Stabilizers
PUMPS AND MOTORS:

Regenerative Self Prime Pumps Self Prime Slow Speed Pumps Prime and Centrifugal Pumps
Jet Centrifugal Pumps Open Well Submersible Pumps Bore Well Submersible Pumps Compressor Pumps Pumps Centrifugal Monoblock Pumps Open Well Submersible Pumps Bore Well Submersible Single Phase Motor Single Phase Commercial Motor Three Phase Motor Cooling Tower Motor
GEYSERS:

Sprinhot Instant Sprinhot Plus Sprinhot Storage Krystal Plus Steamer plus Steamer Gas Water heater
SOLAR WATERHEATERS:

Evacuated Tube Collector Flat Plate Collector
FANS:

Decorative Non Decorative Table Fans Pedestal Wall fans Tower fans Box fans Exhaust-Light duty Exhaust-Medium duty Exhaust-In & out reverse Exhaust-High speed
UPS:

SLENDER 600 SLENDER PLUS 600 Legend Dx 600 Legend Dx 800
Legend Dx 1000 ROYAL PLUS 120 EB Dx Series Veyon Dx Series (Single Phase-Single Phase) Veyon Enermax Dx Series (Three Phase-Single Phase) Veyon Dx Series (Three Phase-Three Phase)
POWER AND CONTROL CABLES:

XLPE Insulated Power Cables PVC Insulated Power Cables Control cables
DIGITAL UPS:

DU Series Ei Power Series
SWITCH GEARS AND DBs:

MCB Isolator RCCB DB
INDUCTION COOKER:

VIC 20 VIC 200 VIC 300 VIC 400 VIC 1000
AMUSEMENT PARKS:

Wonderla Veegaland
Consistency: Refers to how closely related the product lines are to one another.

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V-GUARD

Product Mix: Width: The widths of the product mix includes

The length of the product mix is 13.

The breadth includes the variations in each product line.

PUMPS AND MOTORS:

Evacuated Tube Collector Flat Plate Collector

SLENDER 600 SLENDER PLUS 600 Legend Dx 600 Legend Dx 800

POWER AND CONTROL CABLES:

DU Series Ei Power Series

SWITCH GEARS AND DBs:

MCB Isolator RCCB DB

VIC 20 VIC 200 VIC 300 VIC 400 VIC 1000

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