PRODUCT MIX STRATEGY

PRODUCT MIX
A product mix is the total of all
products and items that are offer
by particular seller.

PRODUCT LINE
A product line is a group of
products that are closely
related in some way.

Product
Line

A product line is a group of

individual products that are closely
related in some way.

Individual
Product

An individual product is any brand

or variant of a brand in a product
line.

Thus a product mix is a combination of product lines,

which are combinations of individual products.

Any product mix can be defined in terms of

width, length, depth and consistency.

Product Mix
Width

The number of product lines in the

product mix. The more product lines,
the wider the product mix.

Product Mix
Length

Product mix length refers to the

number of products in a product line.

Product Mix Product mix depth refers to how

many variants are offered of each
depth
product

Product Mix Product mix consistency refers

to the relatedness of the different
Consistency product lines in a product mix.

Product Line Stretching

when a business adds new product to the product line
Downward
Stretch

Upward
Stretch

If the new product types are cheaper

or of a lower quality it is known as a
downward stretch.
If the new product types are more
expensive or of a higher quality it is
known as an upward stretch

Product mix strategy

Product mix width

Product mix length

Personal wash

Laundry

Skin care

Hair care

Lux

Surf excel

Fair &
lovely

Sun silk

Lifebuoy

Rin

Ponds

Clinic

Dove

Bonus

Vaseline