1. What is Product Planning?
Making decisions about the production and sale of a business’s products.
Relate to: packaging,
labeling warranties, guarantees,
branding and product mix.

2. If it is well defined it will…
Create sales opportunities
Design appropriate marketing plans
Develop effective advertising campaigns
Coordinate the product mix
Add new products
Delete old products

3. Product Mix All the different products a company makes or sells.
Retail Store Product Mix
All the products sold in
that store
How is this determined?

4. Product Mix Product Line - a group of closely related items.
all cereals produced by Kelloggs
all models produced by Pontiac
desserts at McDonald’s

5. Product Mix
Product Item - a specific model, brand or size of a product within a line
Frosted Flakes
Montana
M&M McFlurry

6. Product Width and Depth
Width: the number of different
product lines a a business manufactures or sells .

7. Product Width and Depth
Depth: the number of product items offered within each product line

8. WalMart vs. Office Depot
Who has greater depth?
Who has greater width?