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Product mix also known as product assortment, refers to the total number of product lines that a company offers to its customers. Every organization has a product mix that is made up of product lines. Product lines contain product items. Product mix and product line denote the range and variety of the products of a firm. A company’s product mix has a certain width, depth length and consistency. A group of closely related products form a product line. They are sold to the same customer group marketed through the same channels or fall within given prices.
- Length
pertains to the number of total products or items in a company's product mix, according to Philip Kotler.
- Depth
Depth of a product mix pertains to the total number of variations for each product. Variations can include size, flavor and any other distinguishing characteristic. For example, if a company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six.
- Width
The width of a company's product mix pertains to the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. Small and upstart businesses will usually not have a wide product mix
For example, Procter & Gamble markets a fairly wide product mix consisting of many product lines, including paper, food, household cleaning, medicinal, cosmetics, and personal care products.
- It typically carries many brands within each line. For example, it sells eleven laundry detergents, eight hand soaps, six shampoos, and four dishwashing detergents.
- Product line depth refers to the number of versions offered of each product in the line. Thus, Procter & Gamble’s Crest toothpaste comes in three sizes and two formulations (paste and gel).
- The consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. Procter & Gamble’s product lines are consistent insofar as they are consumer products that go through the same distribution channels. The lines are less consistent insofar as they perform different functions for buyers.
P&G Product Mix Width and Depth
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Oral care products
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Grooming for men
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Body care
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Shampoos
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Baby care Products
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Ariel
- Ariel Front-O-Mat ( Detergent for front-loading washing machines )
- Ariel 2 Fragrances
Tide
- Tide Detergent (2 fragrances- jasmine, lemon)
Tide Bar
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Oral B Toothbrush
- Electrical
- Replacable toothbrush heads
- Battery operated
- Manual
- Oral-B
- cavity defense®
- Indicator
- Advantage
- Pro-Health
- Pulsar
Floss
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Cologne
Old Spice
Shaving Creams
Braun
Gillette
Blades
Gillette
Mach 3
Styling Gel
Gillette
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Soaps
- Olay
Old Spice
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Pantene ProV
- Pantene Smooth & Silky,
- Volume & Fullness, Long Black,
- Hair Fall Control
- Lively Clean
Head & Shoulders
- Smooth & Silky,
- Refreshing Menthol,
- Clean and balanced,
- Silky Black,
- Naturally clean etc)
Rejoice
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Pampers
- New Baby
- Active Baby
- Active Baby Pants
Touch dry
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Participants