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
- 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
- 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.