PRODUCT MIX
The product mix (also called product assortment) is the complete set of all products offered for sale by a company. Kodak's product mix consists of two strong product lines: information products and image products. HLL product mix consists of all product line like detergent, soaps, cooking medium.
A company's product mix has a certain width, length, depth, and consistency.
§ The width of a product mix denotes the number of product lines in the product mix.
§ The length of a product mix refers to the total number of items in the mix. We can also talk about the average length of a line. This is obtained by dividing the total length (here 25) by the number of lines (here 5), or an average product length of 5.
§ The depth of a product mix refers to how many variants are offered of each product in the line.
§ The consistency of the product mix refers to how closely related the various product line are in end use, production requirements, distribution channels, or some other way:) P&G's product lines are consistent insofar as they are consumer goods that go through the same distribution channels.
The lines are less consistent insofar as they perform different functions for the buyers.These four product-mix dimensions permit the company to expand its business in four ways. It can add new product lines, thus widening its product mix. It can lengthen each product line. It can add more product variants to each product and deepen its product mix. Finally, a company can pursue more product-line consistency.
The lines are less consistent insofar as they perform different functions for the buyers.These four product-mix dimensions permit the company to expand its business in four ways. It can add new product lines, thus widening its product mix. It can lengthen each product line. It can add more product variants to each product and deepen its product mix. Finally, a company can pursue more product-line consistency.
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