Marketing MBA BBA

Dimensions of Product Mix Decisions


IT chymes .
@ | Posted 21 Sep. 2017


Product Mix Decisions - Four Important dimensions Width, length, depth and consistency for a product mix can be identified

An organization with several product lines has a product mix. A product mix consists of all product lines and items that a particular seller offers for sale.  Eg. Wipro is into food, household items, bulbs, furniture, computer solutions, etc.

A company’s product mix has 4 dimensions- width, length, depth and consistency.

  • Product Mix “width” refers to “number” of different product lines the company carries. Eg. Width of colgate- Palmolive is fairly narrow with only ***** care, personal care.
  • Product Mix “length” refers to the “total no. of items” the company carries within its product lines. Eg. Colgate has a big product mix length with almost 12 toothpastes and 8 toothbrushes.
  • Product Mix “depth” refers to the “no. of versions” offered of each product in the line. Eg. Colgate Max Fresh comes in 3 flavours and 3 sizes.
  • Finally the “consistency “ of the product mix refers to how closely related the various product lines are in end use, production requirement, distribution channels or some other way. Eg. Colgate Palmolive have consistency where distribution channels are same.