PRODUCT- MIX

What is product-mix ?
Set of all product offered for sale by a
company.
It consist of various product line.
Any companys product mix has four
dimension :
1. Width
2. Length
3. Depth
4. Consistency
Width : Number of different product lines
carries by the company.
Length : Total number of items in the
product mix of the company.
Depth : Assortment of size, colour and
models offered in each item of a
product line.
Consistency : It refers to the relationship of
various product line either in their
end use, production requirement, distribution
channel or other way.
Product Mix of Hindustan
Unilever Limited
Home & Personal
Care
Beverages
Personal
Wash
Laundry Skin Care
Hair
Care
Oral Care
Tea
Coffee
Deodorants
Lux
Lifebuoy
Liril
Hamam
Breeze
Dove
Pears
Rexona
Surf excel
Rin
Wheel
Fair &
Lovely
Ponds
Vaseline
Sunsilk
Clinic +
Pepsodent
Close-up
Axe
Rexona
Lipton
Brooke
Bond
Bru
PRODUCT-MIX DECISION
A. PRODUCT LINE ANALYSIS

Taking decision regarding whether adding
new product line or not, lengthen the existing product
line or not, analysis of product line is useful.
B. MARKET PROFILE

Product line manager must review the position
of its companys product line against
competitors lines. Product map
is used to show the position of their items
against competitors items.

D B
C
C
B
D
X X A
D
C
B
X
A
B
LOW(90)
MEDUM
(120)
HIGH
(150)
EXTRA
HIGH(180)
LOW
MED
HIGH
Methods of Extending Product-Line
Line stretching : every companys product line
covers a certain part of the total possible
range, when company lengthen its product
line beyond current range known as line
stretching.
1. Down-Market Stretch
2. Up-Market Stretch
3. Two-way Stretch
Line Filling : A firm can lengthen its product
line by adding more items with in the present
range.

LINE MODERNIZING, FEATURING AND
PRUNING
Product line need to be modernized. In rapidly
changing product markets, modernization is
continuous.
The product line manager typically select
one or few items in the line to feature.
Product line manager periodically review the
line for deadwood that is depressing profit.