PRODUCT- MIX

What is product-mix ?
• Set of all product offered for sale by a
company.
• It consist of various product line.
• Any company’s 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 Beverages

Care

Personal Hair
Laundry Skin Care Oral Care Deodorants Tea Coffee
Wash Care

Lux Brooke
Surf excel Fair & Pepsodent Axe Bru
Lovely Sunsilk Bond
Lifebuoy
Rin Ponds Close-up Rexona Lipton
Clinic +
Liril
Wheel
Vaseline
Hamam

Breeze

Dove

Pears

Rexona
 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.
 50
45
40
35
%
contribution 30
to sales 25 sales
and profit 20 profit
15
10
5
0
1 2 3 4 5

Product item
B. MARKET PROFILE

Product line manager must review the

position of its company’s product line
against competitors lines. Product map
is used to show the position of their items
against competitors items.
 C B

HIGH
D B C

X X A
D
MED
B

C X B A
D
LOW

LOW(90) MEDUM HIGH EXTRA

(120) (150) HIGH(180)
Methods of Extending Product-Line
• Line stretching : every company’s 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.