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 –

    WidthTotal 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.

    LengthTotal 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)

    DepthNo. 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.

    ConsistencyHow 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 &  LengthPersonal WashLaundrySkin CareHair CareOral CareDeodrantsAyurvedic 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
    1234567

    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