Product Mix & Product Line

Product Line

A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges. For example, Nike produces several lines of athletic shoes, Motorola produces several lines of telecommunications products, and AT&T offers several lines of long-distance telephone services.

Product Mix

A product mix (or product assortment) consists of all the product lines and items that a particular seller offers for sale. Avon’s product mix consists of four major product lines: cosmetics, jewelry, fashions, and household items. Each product line consists of several sublines.

A company’s product mix has four important dimensions: width, length, depth, and consistency. Product mix width refers to the number of different product lines the company carries. For example, Procter & Gamble markets a fairly wide product mix consisting of many product lines, including paper, food, household cleaning, medicinal, cosmetics, and personal care products. Product mix length refers to the total number of items the company carries within its product lines. Procter & Gamble typically carries many brands within each line. For example, it sells eleven laundry detergents, eight hand soaps, six shampoos, and four dishwashing detergents.

Product line depth refers to the number of versions offered of each product in the line. Thus, Procter & Gamble’s Crest toothpaste comes in three sizes and two formulations (paste and gel). Finally, the consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. Procter & Gamble’s product lines are consistent insofar as they are consumer products that go through the same distribution channels. The lines are less consistent insofar as they perform different functions for buyers.

6 Comments on "Product Mix & Product Line"

  1. I think the article was awesome and cleared all my doubts but it created another doubt regarding product line width…I hope there is still an update required in this article to inclue this topic as well…

  2. This article so upto the point.
    Cleared all my doubts.
    Thank you.

  3. thanks dude for ur valuable time in uploading this….this is upto the point….thanks dear

  4. Sachi Bramhane | January 16, 2012 at 4:53 am | Reply

    tribute 2 ur work….this covers all d points very clear….thank u…

  5. Awesome Dude….. It Cleared My Product Mix Doubt but i had a Doubt of how to make it….. Cause our Professor has given me company Britannia and i Am Confused which categories i should use…

  6. good every thing is clearly defined thanks

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