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    Product Mix Strategy (Ayan)

    Uploaded by

    Avirup Chakraborty
    The document discusses product mix strategy, using Van Heusen's product line as an example. It defines key terms like product line, product mix, and individual product. It then analyzes several important attributes of Van Heusen's product mix: breadth (number of brands), width (number of product lines), depth (number of variants per product), length (total number of items), and consistency (how closely product lines are related). Specifically, it provides details on the different types of shirts, trousers, t-shirts, suits, and accessories that Van Heusen offers to men and women. It also discusses the various sizes, fits, fabrics, colors, and other options available for each product type.

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    Product Mix Strategy (Ayan)

    Uploaded by

    Avirup Chakraborty
    620 views4 pages
    The document discusses product mix strategy, using Van Heusen's product line as an example. It defines key terms like product line, product mix, and individual product. It then analyzes several important attributes of Van Heusen's product mix: breadth (number of brands), width (number of product lines), depth (number of variants per product), length (total number of items), and consistency (how closely product lines are related). Specifically, it provides details on the different types of shirts, trousers, t-shirts, suits, and accessories that Van Heusen offers to men and women. It also discusses the various sizes, fits, fabrics, colors, and other options available for each product type.

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    product mix strategies

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    The document discusses product mix strategy, using Van Heusen's product line as an example. It defines key terms like product line, product mix, and individual product. It then analyzes several important attributes of Van Heusen's product mix: breadth (number of brands), width (number of product lines), depth (number of variants per product), length (total number of items), and consistency (how closely product lines are related). Specifically, it provides details on the different types of shirts, trousers, t-shirts, suits, and accessories that Van Heusen offers to men and women. It also discusses the various sizes, fits, fabrics, colors, and other options available for each product type.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    620 views4 pages

    Product Mix Strategy (Ayan)

    Uploaded by

    Avirup Chakraborty
    The document discusses product mix strategy, using Van Heusen's product line as an example. It defines key terms like product line, product mix, and individual product. It then analyzes several important attributes of Van Heusen's product mix: breadth (number of brands), width (number of product lines), depth (number of variants per product), length (total number of items), and consistency (how closely product lines are related). Specifically, it provides details on the different types of shirts, trousers, t-shirts, suits, and accessories that Van Heusen offers to men and women. It also discusses the various sizes, fits, fabrics, colors, and other options available for each product type.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    Product mix strategy

    The product mix is dependent on the the product line which is a group of closely
    related products that are that are considered a unit because of marketing, technical or end use
    considerations. So analyze the each product we have to know the two factors:
    1. Sales and Profit
    2. Market profile
    According to the product mix (Product assortment) is come up both Product lines
    and individual product. The product assortment is the set of all products and items which is
    particular seller offers for sale.
    The product line and the product mix are very much related with each other
    because of their functionality is similar and that are sold to the similar kind of customer and
    marketed similar kind of outlet within the given price ranges.
    An individual Product is a distinct unit within the line of product by size ,price, appearance
    ,attribute.
    A companys product mix has some important attribute which is given below :
    Breadth: The breadth is also called assortment .It refers to the number of merchandise brands in
    the merchandise line.The Van heusen has 3 different merchandise lines.
    1. Formal wear
    2. Party wear
    3. Casual wear
    Width: This refers to how many different product lines the company carries.
    Van Heusen is the brand product/merchandise from the house of Madura fashion
    ltd. So the company has different product lines for this particular vanheusen merchandise
    product.

    Trouser( Men
    & Women)

    Blazer & Suit (Men


    & Women)

    Accessories
    (Men &
    Women)
    T-shirt and
    casual
    wear(Men
    & women)

    Shirt(Men
    &Women)

    Van heusen

    Depth: This is refers to how many variants, shades, models ,pack sizes etc are offered of each
    product in the time. the
    The depth of merchandising refers to the average n.o. of SKU(Stock Keeping
    Unit)Within Each brand of merchandise lines. Here Van heusen has 3 subbrand- Van heusen
    sport, Van heusen Formal and V-Dot -3 SKU of sub brand. This SKUs largely shown in Retail
    and showroom outlet.
    Vanheusen products have various shades colour, sizes are available.
    Men

    Women

    Type of Shirt

    Casual, Formal, Sport

    Casual,Formal

    Size

    Small, Medium, Large,Xtra large

    Small,Medium,Large,Xtra large

    Type of fabric

    Giza cotton, cotton, Linen

    Cotton,Non iron cotton,Polly


    cotton,Sateen

    Colour(Main)

    White, Blue, Cream, Grey

    White, Blue, Cream,Grey,Green

    Colour shade

    113 colour option

    110 colour option

    Sleeve Length

    Full sleeves, Half Sleeves

    long sleves,Short sleeves

    Sleeve type

    Round cuff ,chiseled cuff

    Round cuff,Chiseled cuff,

    Collar Type & size

    Semi cut way collar and mandarin

    Mendarine collar,Wing collarSpread

    collar with the standard size

    collar

    39cm shirt collar size 15

    33cm,34cm,35,36cm

    40cm shirt collar size 15

    37cm shirt collar size 14.76

    42 cm shirt collar size 16

    38cm shirt collar size 15.16

    44cm shirt collar size 17

    39cm shirt collar size 15.55


    40cm shirt collar size 15.94
    41cm shirt collar size 16.94
    42cm shirt collar size 16.73
    43cm shirt collar size 17.13

    Shirt fit type

    Slim, Regular fit, Custom fit

    Slim fit,Regular fit, Custom fit

    Type of trouser

    Casual,Formal ,sport

    Casual,Formal,Party

    Trouser Size

    28,30,32,34,36,38,40

    24,25,26,27,28,30,31,32,33,34,36,38

    Trouser Colour

    White, Blue, Cream, Grey

    White, Blue, Cream, Grey

    Trouser fit type

    Regular fit, Slim fit, Ultra slim fit

    Regular fit,Slim fit

    Type of fabric

    Cotton, Poly viscose, Satin

    Cotton,poly cotton,Satin

    Type of T shirt

    Casual ,Formal

    Casual Formal

    Size of T-shirt

    S,M,L,XL,XXL

    XS,S,XM,M,L,XL,XXl

    Suit ,Blazer &

    Formal,Party

    Formal,Party

    Slim fit,Ultra slim fit Regular Fit

    Slim fit,Ultra slim fit Regular Fit

    jackets type
    Suit ,Blazer &
    jackets fit type

    Length: It refers to the total number of items in the mix.


    Under the vanheusen product category various items are present:
    For Men & Women
    Shirt

    Trouser

    T- shirt &
    casual wear

    Blazer & suit

    Accessories

    1.cotton Shirt

    1. Formal plate 1.Formal t-

    1.Formal Business

    1.Sunglass

    2.Iron free

    less trouser

    shirt with base

    suite(Men/Women)

    2.Shoes

    shirt

    2.Plate trouser

    colour

    2.Waist coat

    (Casual and

    3.Wrinkle free

    3.Cotton

    2.Party T-

    3.Single breasted

    Formal)

    shirt

    trouser

    shirt

    blazer(Men/Women)

    3.Wallet

    4.3x Drier

    4.Iron free

    3.Batches t-

    4.Evening

    4.Leather Bag

    shirt

    trouser

    shirt

    Blazer(Men/Women)

    5.Belt

    5.Crush free

    5.Stretchable

    4.V neck

    6.Shocks

    shirt

    trouser

    5.Round neck

    7.Jewellery

    6.Premium

    6.Jeans

    7. High neck

    8.Tie

    collar

    9.Travel Bag

    shirt
    7.Party shirt
    (Corporate)

    Consistency: This refers to how closely the various product lines are related in end
    use,Production requirements distribution channels.
    The Van heusen products contact their delivers an impression that can strengthen or weaken the
    customer view of the company.So the company use various channel for communication to reach
    their end user. The common channels are Advertising,Sales promotion,Public Relation,Personal
    selling,Direct marketing.
    Also the Company distribute the Van heusen product through Retailer,Wholeseller and
    Franchise.Now they are very much dependent on online store to distribute their product among
    the end user.

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