5 - Understanding Product Concept and Product Management

LENGTH DEPTH AND WIDTH for Lakme Flawless Matte Complexion Compact 9g

Product family: Product classes that satisfy a core need with reasonable effectiveness. Eg powder

Product class: Group of products within family that have functional coherence. Eg cosmetics

Product Line: Summation of SKU/ Variant

For my specific product, the compact powder of 9g quantity comes in 3 shades at different prices -

• Melon (for fair-complexioned people) - Rs 265
• Apricot(for medium-complexioned people) - Rs 265
• Almond(for dark-complexioned people) - Rs 275

Width: Summation of categories to which Lakme caters.

Skin, Eyes, Lips, Nails, Hair

(Compact powder, Nail paint, Foundation, Lipstick, sun expert range, dresser range, face wash)

Depth:  Other Lakme Cosmetic products

•  Loose powder
•  Cream based powder
•  Foundation which gives a matte finish
•  Creams which give matte finish

                             Customer                                                                   Firm

Core requirement	Even skin tone	Basic product	Powder
Expected requirement	To last for 8 hours and cover blemish	Augmented product	Compact powder, which has replaced loose powder among working women.
Unmet requirement	Mid-priced compact which does a good job	Potential product	Powder with whitening pearls which can guarantee fairness in a time period.