PRODUCT MIX
Product mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers. For example, a small company may sell multiple lines of products. Sometimes, these product lines are fairly similar, such as dish washing liquid and bar soap, which are used for cleaning and use similar technologies. Other times, the product lines are vastly different, such as diapers and razors. The four dimensions to a company's product mix include width, length, depth and consistency
The image below is the product range of Whirlpool White Magic. It gives the different varieties of White Magic Washing Machine.
PRODUCT RANGE
Product mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers. For example, a small company may sell multiple lines of products. Sometimes, these product lines are fairly similar, such as dish washing liquid and bar soap, which are used for cleaning and use similar technologies. Other times, the product lines are vastly different, such as diapers and razors. The four dimensions to a company's product mix include width, length, depth and consistency
Width
The width of a company's product mix pertains to the number of
product lines that a company sells. For example, if a company has two product
lines, its product mix width is two. Small and upstart businesses will usually
not have a wide product mix. It is more practical to start with some basic
products and build market share. Later on, a company's technology may allow the
company to diversify into other industries and build the width of the product
mix.
Length
Product mix length pertains to the number of total products or
items in a company's product mix, according to Philip Kotler's textbook
"Marketing Management: Analysis, Planning, Implementation and
Control." For example, ABC company may have two product lines, and five
brands within each product line. Thus, ABC's product mix length would be 10.
Companies that have multiple product lines will sometimes keep track of their
average length per product line. In the above case, the average length of an
ABC Company's product line is five.
Depth
Depth of a product mix pertains to the total number of variations
for each product. Variations can include size, flavor and any other
distinguishing characteristic. For example, if a company sells three sizes and
two flavors of toothpaste, that particular brand of toothpaste has a depth of
six. Just like length, companies sometimes report the average depth of their
product lines; or the depth of a specific product line.
Consistency
Product mix consistency pertains to how closely related product
lines are to one another--in terms of use, production and distribution. A
company's product mix may be consistent in distribution but vastly different in
use. For example, a small company may sell its health bars and health magazine
in retail stores. However, one product is edible and the other is not. The
production consistency of these products would vary as well.
Product Market Mix
Strategy
Small companies usually start out with a product mix limited in
width, depth and length; and have a high level of consistency. However, over
time, the company may want to differentiate products or acquire new ones to
enter new markets. A company can also sell the existing products to new markets
by coming up with new uses for their product.
The image below is the product range of Whirlpool White Magic. It gives the different varieties of White Magic Washing Machine.
PRODUCT RANGE
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