Microsoft Word marketing doc

Appraisal of the product line and the Individual products : 
No product runs for all time to come, and no product line is perfect 
eternally. Changes in the business environment, changes in customer tastes and 
preferences, extent of competition building around – all these factors exercise 
some pressure on the product policy of a firm. 
Decisions on product differentiation : 
The technique employed by firms to render their product/brand distinct 
and different from the competing brands, is termed product differentiation. 
Example: Tooth paste with Gel - product differentiation. 
Product positioning : 
Positioning is the act of fixing the exact locus of the product offer in the 
chosen market, it decides how and around what distinctive feature, the product 
offer has to be couched and communicated to the consumers. 
While positioning its product, a firm analyses the competitors positions, 
searches its own competitive advantages and then identifies the best possible 
position for the product.
For example: Positioning of Amul Milk Powder : Amul Milk Powder was also 
positioned vis-à-vis milk, was positioned as a convenient and ready substitute to 
milk and not as one superior to milk. Amul Milk Powder, the ‘milkman’ for 
thousands of households, was not positioned as a health builder either, whereas 
complan was positioned as a health builder. 
Product Re-positioning : 
Products undergo ‘repositioning’ as they go along their life cycle. This 
is done to increase the sale of the products by appealing to a wider market. The 
product may be provided with some new features or it may be associated with 
some new uses and may be offered to existing and new markets. 

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Brand Decisions : 
Brand decision is an integral part of the product policy. When a 
marketer opts for branding his product, he is intending to create an asset out of 
his brand. His promotional programmes get centered around the distinctive 
features of his brand. If his basic brand decisions are wrong his entire 
marketing programme will suffer serious set-back.