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    What Is Product MIX

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    Khushi Chauhan
    A product is anything offered for sale that satisfies customer needs. A company's product mix consists of the total number of product lines it offers. A product line contains closely related products for similar customers. The width of a product mix is the number of product lines, the depth is product variations within lines, and the length is the total number of products. Consistency refers to the relationship between lines, with more variation meaning less consistency. For example, Nike's mix has high consistency as its footwear, apparel, and equipment lines target health-conscious customers.

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    What Is Product MIX

    Uploaded by

    Khushi Chauhan
    121 views14 pages
    A product is anything offered for sale that satisfies customer needs. A company's product mix consists of the total number of product lines it offers. A product line contains closely related products for similar customers. The width of a product mix is the number of product lines, the depth is product variations within lines, and the length is the total number of products. Consistency refers to the relationship between lines, with more variation meaning less consistency. For example, Nike's mix has high consistency as its footwear, apparel, and equipment lines target health-conscious customers.

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    What is Product MIX

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    A product is anything offered for sale that satisfies customer needs. A company's product mix consists of the total number of product lines it offers. A product line contains closely related products for similar customers. The width of a product mix is the number of product lines, the depth is product variations within lines, and the length is the total number of products. Consistency refers to the relationship between lines, with more variation meaning less consistency. For example, Nike's mix has high consistency as its footwear, apparel, and equipment lines target health-conscious customers.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    121 views14 pages

    What Is Product MIX

    Uploaded by

    Khushi Chauhan
    A product is anything offered for sale that satisfies customer needs. A company's product mix consists of the total number of product lines it offers. A product line contains closely related products for similar customers. The width of a product mix is the number of product lines, the depth is product variations within lines, and the length is the total number of products. Consistency refers to the relationship between lines, with more variation meaning less consistency. For example, Nike's mix has high consistency as its footwear, apparel, and equipment lines target health-conscious customers.

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    of 14

    What is Product

    A product is anything that is offered to a market to satisfy customer wants


    and needs. The product includes both tangible and intangible items
    available for sale in the market. A company sells a variety of products at a
    time. For example, PepsiCo sells hundred of products under the product
    lines of beverages, food, and nutritional products. These product lines,
    when combines, are known as product mix.
    A product line is a group of closely related products with similar functions,
    customer groups, outlets, and the same price ranges. For instance, the Nike
    product line includes Footwear, Apparel, and Sports equipment, when all
    these product lines combine constitutes product mix.

    What is Product Mix


    Product mix or product assortment is a set of the total number of product
    lines that a seller offers in the market to its buyers. The company may have
    one or several product lines, and each product line may have several
    products. When these product lines get together are known as the product
    mix of the company.
    The product mix is an essential element of the marketing mix because the
    other elements will work if there is a product or service to offer in the
    market. It is known as the central part of all marketing activities.

    Width – Number of Product lines


    Width or breath of the product mix means the total number of product lines
    that a company offers to sell. For instance, if a company offers milk and
    yogurts, it indicates that it has two lines. Similarly, a cosmetic company
    manufactures four different types of products – jewelry, cosmetics,
    fashion, and household items. Its product mix width is 4.

    Depth – Product Variation


    Depth of a product mix means the total number of variations for each
    product a company offers within. There may be different variations in the
    product e.g., size, flavor, taste, and many other characteristics. For
    example, Medicam sells four sizes, and two flavors of toothpaste mean
    that this line has a depth of eight. 
    Another thing I want to discuss is the average depth of the product line.
    Suppose a company’s first line depth is 8, and the second one is 10 then
    the average depth is 18.

    Length – Total Products


    The length of the product mix means total number of products within the
    company product lines. For example, if a company has 10 product lines
    and each line has 3 products, then length is (10×3) = 30.

    Length of the product mix refers to the total number of products in the mix.
    If a company has 5 product lines and 10 products under each product lines,
    the length of the mix will be 50 [5 x 10].

    Product Mix Consistency


    Product mix consistency is the close relationship between different product
    lines. The more product variation means less product consistency. For
    example, a dairy company has two product lines milk and yogurt. Both lines
    have the same users and distribution channels. Due to low product
    variation and high product mix consistency. Take another example of
    Philips Electronics with 7 product lines having high production mix
    variation and low consistency.

    Product Mix Example


    Let us take a small example to understand the product mix of Nike.
    Footwear – Boots for strikers, Midfielders, Defenders, Sneakers
    Apparels – Headwear, Tops/Polos, Jersey, Jackets, Shorts, Shocks
    Equipment – Ball, Bags, Watches
    Product Depth – 4 in Footwear, 6 in Apparels and 4 in Equipment

    Product Length – 14

    Product Width – 3

    Product consistency –  High consistency Nike focus on health-conscious


    people.

    Hope it will give you a better understanding of the concept

    Product Mix Vs. Product Line


    Product mix refers to the total number of products of a company offer to
    sell. On the other hand, product line refers to related products with similar
    users and functions. In the above example of Nike, the footwear, apparels,
    and equipment are all product lines. When these product lines come
    together known as product mix.

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