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.

3 Comments on "Product Mix / Product Mix Decisions"

  1. i dont understand about Consistency.could u give me an example?

  2. Dr.Vishaal Bhat | May 1, 2009 at 4:08 am | Reply

    @ Priscilla

    Example: Suppose a company is selling toothpaste, mouthwashes, gargles etc.. then the product lines are said to be consistent. Since all these are useful to the same set of people, and require a similar distribution chain. On the other hand if the company sells, say, wrist watches, refrigerators, detergents etc… the supply chain for these differs, and the products are said not to have consistency.

  3. sir ..
    n example n0 2 …
    there x pr0blem n this line
    (false)Procter & Gamble typically carries many bands with in each lines…
    (true)Procter & Gamble typically carries many brands with in each lines…

Leave a comment

Your email address will not be published.


This site uses Akismet to reduce spam. Learn how your comment data is processed.