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Home » Marketing management articles » Product mix and Product line

Product mix and Product line

May 22, 2020 By Hitesh Bhasin Tagged With: Marketing management articles

The complete range of products present within a company is known as the product mix. In any multi brand organizations, there are numerous products present. None of the organizations wants to take the risk of being present in the market with a single product.

If a company has only a single product, than it is understood that the demand of the product is very high or the company does not have the resources to expand the number of products it has. Generally, most companies nowadays realise the importance of product diversification.

Product mix

However, if the business market is any example, than all the top companies have multiple products line. Coca cola, Apple, Microsoft, Nestle, Hindustan unilever, Pharmaceutical companies, so on and so forth. These companies need to have a wide product portfolio to be present in the market and to have a sustainable business model.

Table of Contents

    • The combination of product line that they have in their product portfolio can be the product mix.
  • Products line
  • Products line length
  • Products line width
  • Products line depth
  • Products line consistency in products mix
  • Example of Product line and Product mix
    • Source of Image for our product mix decisions guide article – learnmarketing.net
    • Related posts:

The combination of product line that they have in their product portfolio can be the product mix.

Product mix product mix decisions

Product mix

As explained, product mix is a combination of total product lines within a company. A company like HUL has numerous product lines like Shampoos, detergents, Soaps etc. The combination of all these product line is the product mix.

Products line

The product line is a subset of the product mix. The product line generally refers to a type of product within an organization. As the organization can have a number of different types of products, it will have similar number of product lines. Thus, in Nestle, there are milk based products like milkmaid, Food product line like Maggi, chocolate product line like Kitkat and other such product lines. Thus, Nestle’s product mix will be a combination of the all the product lines within the company.

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Products line length

If a company has 4 product lines, and 10 products within the product line, than the length of the product mix is 40. Thus, the total number of product line against the total number of product lines forms the length of the product mix. This equation is also known as product line length.

Products line width

The width of the product mix is equal to the number of product lines within a company. Thus, taking the above example, if there are 4 product lines within the company, and 10 products within each product line, than the product line width is 4 only. Thus, product line width is a depiction of the number of product lines which a company has.

Products line depth

It is fairly easy to understand what depth of the product mix will mean. Where length and width were a function of the number of product lines, the depth of the product mix is the total number of products within a product line. Thus if a company has 4 product lines and 10 products in each product line, than the product mix depth is 10. It can have any variations within the product for form the product line depth.

Products line consistency in products mix

The lesser the variations between the products, the more is the product line consistency. For example, Amul has various product lines which are all dairy related. So that products mix consistency is high. But Samsung as a company has many product lines which are completely independent of each other. Like Air conditioners, televisions, smart phones, home appliances, so on and so forth. Thus the products mix consistency is low in Samsung.

Example of Product line and Product mix

Let us take an example of P&G as a company and understand products mix. This will be not be a precise example and all product line of P&G might not be taken into consideration. But the example will help you understand products mix within an organization.

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Detergents – Arial, Arial oxyblue, Ariel bar, Tide, Tide naturals, Tide bleach, Tide plus.
Shampoos – Head and shoulders, Head and shoulders anti dandruff, Pantene, Pantene damage repair, Pantene pro-v

In the above example the following can be learned about the products mix of P&G
Products mix Length – 12
Products mix Width – 2
Products mix Depth – 7 in detergents and 5 in shampoos
Products mix consistency – High as both are bathroom product line.

Video on Product Mix

This was the complete explanation on the products mix. If you have any doubts for the same, please comment in the comment box below.

Source of Image for our product mix decisions guide article – learnmarketing.net

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About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. You can follow me on Facebook. Let's stay in touch :)

Comments

  1. Tigist says

    how we can do product mix?

    Reply
  2. Paris A. says

    How does this apply to a service provider firm, specifically a consulting firm?

    Reply
    • Hitesh Bhasin says

      One of the most important factors to consider between product line and product mix is competition. If you look at the purifier industry, there is just so much competition on the basis of products. Same goes for FMCG industry. A new product added in the product line can boost your revenues as well as your profits. So as a consulting firm, to analyse the competition, it is almost mandatory that you check the product mix and the product line.

      Reply
  3. sudarshan says

    sir could you please give me diagram of product mix and and product line,

    Reply
    • Hitesh Bhasin says

      The image is already there in the article with a complete description of the different types of product mix or product lines.

      Reply
  4. sharba kausar says

    i didn’t understand your example ?????????????????

    Reply
  5. Vy Truong says

    How do I make a competitors’ manufacturing strategy?

    Reply
  6. Anu18 says

    It was very clear that i could understand easily….Good job and thank u ,

    Reply
  7. Anu18 says

    Sir can u provide more example questions and answers it will be useful for testing our knowledge

    Reply
    • Hitesh Bhasin says

      Hii. Are you talking of all articles or this article in particular? U can use the search bar on the right to find more articles with further examples.

      Reply
  8. Aina'u says

    Good job sir

    Reply
  9. Lakshmi says

    Which are companies at least 5

    Reply
  10. Sneha says

    Greaat work sir…thanks it helped me a lot

    Reply
  11. Janelle says

    Hi Sir,

    How about retail industry? Let’s say Levi’s.

    Product mix width – 3 types: Tops, bottoms and accessories
    Is it necessary to split the product lines into womenswear and menswear?

    Thank you.
    Janelle

    Reply
  12. Shivam Pardeshi says

    product mix is additon of all products within all product line ? or is it summation of product lines as well as products within them

    Reply
  13. Rhyanna says

    What are some advantages of a company having a narrow product mix?

    Reply
    • Hitesh Bhasin says

      The advantage is that they are able to create a huge brand equity if the products are unique. Example – Apple Iphone or Bosch Washing machines. These are 2 heavily branded products because the company claims they are the best in the market. And both these companies have a very limited product mix.

      Reply
  14. anshul says

    I want to know product mix for vivo company in smartphone…

    Reply
  15. krishna says

    Sir in above example there are 2 product lines namely detergent & shampoo so the width is 2 since width is nothing but the count of total product lines available with specific company & depth is 7 & 5 respectively for detergent & shampoo which is nothing but the count of total products(brands) available in the product line but the length u have mentioned is 12. how it is possible because it should be multiplication of depth & width that is 24 as u have explained in earlier example of 4 product lines with 10 products else length of the each product line to be calculated separately. Plz revert sir.

    Reply

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