Product Mix Present at On

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PRODUCT MIX

DEFINITION:

Range of associated products which yield larger

sales revenue when marketed together than if they are marketed individually or in isolation

of others.

A Product Mix (also called product assortment) isthe set of all product and items that aparticular seller offers for sales.



2

Product Mix Decisions

W i d t h W i d t h - n u m b e r o f d i f f e r e n t p r o d u c t l i n e s W i d t h W i d t h

- n u m b e r o f d i f f e r e n t p r o d u c t l i n e s

L e n g t h L e n g t h - t o t a l n u m b e r o f i t e m s i n p r o d u c t l i n e s

L e n g t h L e n g t h - t o t a l n u m b e r o f i t e m s i n p r o d u c t l i n e s

D e p t h D e p t h - n u m b e r o f v e r s i o n s o f e a c h p r o d u c t D e p t h D e p t h

- n u m b e r o f v e r s i o n s o f e a c h p r o d u c t

P r o d u c t M i x - P r o d u c t M i x - a l l t h e p r o d u c t

l i n e s & i t e m s o f f e r e d

P r o d u c t M i x - P r o d u c t M i x - a l l t h e p r o d u c t

l i n e s & i t e m s o f f e r e d

C o n s

i s t e

nc y



Product Mix

The assortment of products that acompany offers to a market

Width – how many different product

lines?

Length – the number of items in theproduct mix

Depth – The no. of variants offered in aproduct line

Consistency – how closely the productlines are related in usage



Product line Decisions

Definition

Product line A group of products that are closely related

because they may: function in a similar manner be sold to the same customer groups,

be marketed through the same types of outlets fall within given price ranges



5

Product Line Decisions

Stretching

Lengthen beyondcurrent range

Product Line LengthProduct Line LengthNumber of Items in the Product Line

Product Line LengthProduct Line LengthNumber of Items in the Product Line

Two-Way

Downward

Upward

Filling

Lengthen withincurrent range



Addition of new products to a product

line is expanding the product line. When a range of product line (often the

price range) is increased it is calledline stretching.

When a company operates at the lowerend of the market and introduces newproducts to enter the upper market, itis called upward stretching.

This is done by introducing premiumproducts and services. If a companyworking in a high end marketintroduces new products to enter the

lower markets as well, this is calleddownward stretching



Product Mix of Amul



Product line of AmulProduct line of Amul

The product lines of Amul are BreadSpreads, Milk Drinks, Powder Milk,Fresh Milk, Cheese, Cooking,

Desserts & Health Drinks. Each linehas several products to offer. Youcan view the product line of Amul.



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Product Mix Present at On

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