Welcome to the World of Education.

Product mix is the set of all products and items a particular seller or manufaturer or marketer offers to the market (Consumer). Product Mix is also called as Product assortment.

e.g. Google has different product lines – Search, Advertising, Maps etc.

Michelin has 3 lines – Tyres, Maps and Restaurant rating Serviecs

Product is a bundle of satisfaction a acostomer buys.

The another related concept is Product Systems. A Product System is the group of diverse but related items that function in a compatible manner.

e.g. Computers – includes attachable products mouse, headphone, keyboard, etc.

Every Product Mix includes 4 Important Elements –

Width Total Numbers different product lines of company

e.g. HUL, Proctor and gamble, Godrej, Tata, Reliance having having product mix width of more than five lines.

Length Total Number of items in the mix

e. g. Suppose HUL has total no. of products 30. So the length of P & G Product Mix will be 30.

We can calculate average length of Product Mix from Total length and Product line. Suppose HUL has 6 product lines.

So the average length will be 5. (30/6=5)

Depth No. of variants offered of each product in the line

e.g. Rin comes in two scent, Park Avenue Deo comes in 3 Variants etc.

Vim Bar & Vim Liquid,

If tide has 8 different variants , then the depth of that product will be 8.

We can calculate avearge depth of Product Mix by averaging No. of variants within the brand group.

Consistency How closely related………

Degree or Extent of Similarity between product lines with respect to end use, technology, production techniques / requirements and distribution channels or some other way.

 

Example of elements of Product Mix 

Product Mix Width
Product Line &  Length Personal Wash Laundry Skin Care Hair Care Oral Care Deodrants Ayurvedic Care
Lux

Lifebuoy

Liril

Hamam

Breeze

Dove

Pears

Rexona

Surf Excel

Rin

Wheel

Fair & Lovely

Ponds

Vaseline

Sunsilk

Clinic

Pepsodent

Close Up

Axe

Rexona

Ayush
1 2 3 4 5 6 7

Product Mix – 

(Remember the word ABCD GRIPSS QV)

Accessories

After Sales Service

Brand

Colour

Design

Gauranty Warranty

Range

Image

Packaging

Size

Shape

Quality

Variety

Classification of Product line Appraisal

Product line appraisal can be divided in to two classes –

1. Line Stretching

2. Line Pruning or Line Trimming

Line Stretching can be divided in to –

a. Stretching up

b. Stretching Down

c. Line Filling

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