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PRODUCT MIX 

DEFINITION:

Range of associated products which yield larger

sales revenue when marketed together than if they are marketed individually or in isolation

of others.

A Product Mix (also called product assortment) isthe set of all product and items that aparticular seller offers for sales.

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Product Mix Decisions

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Product Mix

 The assortment of products that acompany offers to a market

Width – how many different product

lines?

Length – the number of items in theproduct mix

Depth – The no. of variants offered in aproduct line

Consistency – how closely the productlines are related in usage

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Product line Decisions 

Definition

Product line A group of products that are closely related

because they may: function in a similar manner  be sold to the same customer groups,

be marketed through the same types of outlets fall within given price ranges

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Product Line Decisions

Stretching

Lengthen beyondcurrent range

Product Line LengthProduct Line LengthNumber of Items in the Product Line

Product Line LengthProduct Line LengthNumber of Items in the Product Line

Two-Way

Downward

Upward

Filling

Lengthen withincurrent range

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Addition of new products to a product

line is expanding the product line. When a range of product line (often the

price range) is increased it is calledline stretching.

When a company operates at the lowerend of the market and introduces newproducts to enter the upper market, itis called upward stretching. 

 This is done by introducing premiumproducts and services. If a companyworking in a high end marketintroduces new products to enter the

lower markets as well, this is calleddownward stretching

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Product Mix of Amul

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Product line of AmulProduct line of Amul

 The product lines of Amul are BreadSpreads, Milk Drinks, Powder Milk,Fresh Milk, Cheese, Cooking,

Desserts & Health Drinks. Each linehas several products to offer. Youcan view the product line of Amul.

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