Product Brand Relationship!

The Product Hierarchy:

The following 6 levels are observed considering the Ambi Pur as an example.

1) Need Family:
The essential requirement that is behind the existence of Ambi Pur. i.e. Pleasant smell.

2) Product Family:
All those product classes that satisfy a core requirement with fair effectiveness. It deals with the categories. E.g.: Air Care, Odour repellents, Air Hygiene etc.

3) Product Class: 
Group of products with a certain recognizable functions forms a Product Class. It is viewed as a sub-category. E.g.: Car fresheners, Home Fresheners, Washroom fresheners, etc.

4) Product Line:
It consists of Brands associated with the products. All similar function performing products under a typical class makes a Product Line. They are usually sold through the same chain, retailer, channel and to the same consumer. E.g.: Ambi Pur, Godrej Aer, Odonil and so on.

5) Product Type:
One or several possible forms of the products under a product Line are termed as Product Type. It is basically the variety offered by that particular brand. E.g.: Vent Diffusers, Electronic Diffusers, Aerosols, Hangers, Gels etc.

6) Item:
It is the Stock Keeping Unit distinguished by size, price, appearance or other characteristics. E.g.: In case of Ambi Pur Car freshener, the 8 ml liquid bottle to be fixed in a diffuser and the different shape and colour of the vent diffuser.

Product Mix:

It is inferred from the 6 levels of hierarchy mentioned above. Let us see how does this apply to Ambi Pur.
Thus have a look at the figure Product Length and Width figure given below:

The Product Width consists of the horizontal expansion of the Product Family and Class associated with a brand. And the vertical reference gives the Product Line & Type. The Width is an expansion in a new Category or a sub-category. Whereas, the Length gives us new Variants under the same vertical of the category. Product Depth is concerned with the 'number of variants in the items of brands.' Market leaders are usually distinguished by high Depth and large Market Share.

Thus we see that the Product levels and Mixes helps in nothing but the customer in deriving a good value for the purchase made against the core benefit resulting out of a basic requirement.