PRODUCT MIX ANALYSIS

UPSTRETCH-LAUNCHING TWO-WAY STRETCH-

PRODUCT LINE 1 PRODUCT LINE 2 PRODUCT LINE 3
A SKU IN A PRODUCT (PERSONAL (LAPTOPS)- (PROJECTORS)- LAUNCHING AN
LINE WITH MORE COMPUTERS)- DESCENDING DESCENDING UPSTRETCHED SKU AND
FEATURES AND DESCENDING ORDER WITH L1 ORDER WITH P1 A DOWNSTRETCHED SKU
PROPORTIONATELY ORDER WITH PC1 THE HIGHEST IN THE HIGHEST IN IN A PRODUCT LINE AT
HIGHER PRICES THE HIGHEST IN PRICE. PRICE. THE SAME TIME AND
PRICE.
PROPORTIONATELY
DOWN STRETCH-
DIFFERENT PRICES
LAUNCHING A SKU IN A PC 1 (9 BENEFITS) L1 (7 BENEFITS) P1 (5 BENEFITS)
PRODUCT LINE WITH
LOWER FEATURES AND PC 2 (7 BENEFITS) L2 (5 BENEFITS) P2 (3 BENEFITS)
PROPORTIONATELY PC 3 (5 BENEFITS) L3 (3 BENEFITS)
LOWER PRICES PC 4 (3 BENEFITS)

SKU-STOCK KEEPING UNIT Eg., PC1

DEPTH OF A PRODUCT LINE-THE NUMBER OF SKUs IN A PRODUCT LINE Eg., 4 in PRODUCT LINE 1
WIDTH OF A PRODUCT MIX-THE NUMBER OF PRODUCT LINES IN THE PRODUCT MIX- Eg., 3 in the above table
LENGTH OF THE PRODUCT MIX-TOTAL NUMBER OF SKUs IN THE ENTIRE PRODUCT MIX-Eg., 9 in the above table.
LINE EXTENSIONS: WHENEVER THE DEPTH OF A PRODUCT LINE IS INCREASED BY ADDING NEW SKUs TO A PRODUCT
LINE
TYPES OF LINE EXTENSIONS: UP-STRETCH, DOWN-STRETCH AND TWO-WAY STRETCH.
BRAND EXTENSION: WHENEVER THE WIDTH OF THE PRODUCT MIX IS INCREASED BY ADDING NEW PRODUCT LINES