Product Mix / Product Mix Decisions

“ The set of all 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 products line consists of several sub lines. For example, cosmetics breaks down into lipstick, eyeliner, powder and so on. Each line and sub line has many individuals items.

Avon’s product mix includes 1300 items. Kmart Stocks 15000 items, 3M markets more than 60,000 products and general electric manufactures as many as 2,50,000 items.

A company product mix has four important dimensions (i) width (ii) length (iii) depth and (iv) consistency.

(i) Width Product mix width refers to the no. of different product lines the co. Carries. e. g. Procter & Gamble consisting of may product lines, paper, food, household, cleaning, medicinal, cosmetics and personal care products.

(ii) Length Product mix length refer to the total no. of items the Co. carries within its products lines. Procter & Gamble typically carries many bands with in each lines, for example, it sells eleven laundry detergent, eight hand soap, six shampoo and four dishwashing detergent.

(iii) Depth Product mix depth refer to the no. of versions, offered of each product in the line. Thus Procter & gamble’s Crest Tooth Paste comes in three size and two formulation (paste & Gel)

(iv) Consistency Consistency of product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.