SlideShare a Scribd company logo
1 of 9
Download to read offline
Product Mix
Ajilal
Product Mix
Product mix, also known as product
assortment, refers to the total number of product lines
that a company offers to its customers.
 For example, a small company may sell multiple
lines of products. Sometimes, these product lines
are fairly similar, such as dish washing liquid and
bar soap, which are used for cleaning and use
similar technologies. Other times, the product lines
are vastly different, such as diapers and razors. The
four dimensions to a company's product mix
include width, length, depth and consistency
Width
The width of a company's product mix pertains to
the number of product lines that a company sells.
 For eg:, 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. It is more practical to start with
some basic products and build market share. Later
on, a company's technology may allow the
company to diversify into other industries and
build the width of the product mix.
Length
Product mix length pertains to the number of total
products or items in a company's product mix, according to
Philip Kotler's textbook "Marketing Management: Analysis,
Planning, Implementation and Control.
 " For eg; ABC company may have two product lines, and
five brands within each product line. Thus, ABC's
product mix length would be 10. Companies that have
multiple product lines will sometimes keep track of their
average length per product line. In the above case, the
average length of an ABC Company's product line is five.
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. Just like length,
companies sometimes report the average depth
of their product lines; or the depth of a specific
product line.
Consistency
Product mix consistency pertains to how
closely related product lines are to one another--in
terms of use, production and distribution. A
company's product mix may be consistent in
distribution but vastly different in use.
 For example, a small company may sell its health
bars and health magazine in retail stores.
However, one product is edible and the other is
not. The production consistency of these
products would vary as well.
Trading up
Increasing the number of features (and their
associated benefits) of a product, improving its
quality, or backing it with a superior level of service to
justify a higher price. Opposite of trading down.
Type of selling in which the customer is
persuaded to buy a more expensive item, or a larger
quantity, than originally intended in exchange for an
attractive discount or some other incentive.
Trading down
Reducing the number of features (and their
associated benefits) or the quality of a product to
suit the selling price demanded by its customers.
Opposite of trading up
THANK YOU

More Related Content

What's hot

Product hierarchy and product mix
Product hierarchy and product mixProduct hierarchy and product mix
Product hierarchy and product mixamaresh tyagi
 
Brand Portfolio
Brand PortfolioBrand Portfolio
Brand Portfoliosdusane1
 
Product and brand management ppt
Product and brand management pptProduct and brand management ppt
Product and brand management pptMukku Jakkaraiah
 
Sales Promotions
Sales PromotionsSales Promotions
Sales Promotionsprahladk
 
Brand positioning
Brand positioning Brand positioning
Brand positioning Er Gupta
 
Promotion mix
Promotion mixPromotion mix
Promotion mixSujan Oli
 
product mix and product lines
product mix and product linesproduct mix and product lines
product mix and product linesSameer Mathur
 
Product decision
Product decisionProduct decision
Product decisionShilpi0205
 
New product launching strategies of fmcg companies
New product launching strategies of fmcg companiesNew product launching strategies of fmcg companies
New product launching strategies of fmcg companiesAyush Singh
 
Marketing - Pricing
Marketing - PricingMarketing - Pricing
Marketing - Pricingtutor2u
 
Marketing Promotion : Concept, Objectives and Tools
Marketing Promotion : Concept, Objectives and ToolsMarketing Promotion : Concept, Objectives and Tools
Marketing Promotion : Concept, Objectives and ToolsHarish Vinnakota
 
INDUSTRIAL MARKETING
INDUSTRIAL MARKETINGINDUSTRIAL MARKETING
INDUSTRIAL MARKETINGANAND MURALI
 
Topic sales promotion sales promotion mix kinds of promotion
Topic sales promotion sales promotion mix kinds of promotionTopic sales promotion sales promotion mix kinds of promotion
Topic sales promotion sales promotion mix kinds of promotionSourav Karmakar
 
Tools of sales promotion
Tools of sales promotionTools of sales promotion
Tools of sales promotionsumkrishna
 
market cannibalization
market cannibalizationmarket cannibalization
market cannibalizationAkhil Lal
 

What's hot (20)

Product hierarchy and product mix
Product hierarchy and product mixProduct hierarchy and product mix
Product hierarchy and product mix
 
Brand Portfolio
Brand PortfolioBrand Portfolio
Brand Portfolio
 
Product and brand management ppt
Product and brand management pptProduct and brand management ppt
Product and brand management ppt
 
Brand extension
Brand extensionBrand extension
Brand extension
 
Sales Promotions
Sales PromotionsSales Promotions
Sales Promotions
 
Brand positioning
Brand positioning Brand positioning
Brand positioning
 
Product mix ppt
Product mix pptProduct mix ppt
Product mix ppt
 
Product line
Product lineProduct line
Product line
 
Promotion mix
Promotion mixPromotion mix
Promotion mix
 
Product mix
Product mixProduct mix
Product mix
 
product mix and product lines
product mix and product linesproduct mix and product lines
product mix and product lines
 
Markrting channels
Markrting channelsMarkrting channels
Markrting channels
 
Product decision
Product decisionProduct decision
Product decision
 
New product launching strategies of fmcg companies
New product launching strategies of fmcg companiesNew product launching strategies of fmcg companies
New product launching strategies of fmcg companies
 
Marketing - Pricing
Marketing - PricingMarketing - Pricing
Marketing - Pricing
 
Marketing Promotion : Concept, Objectives and Tools
Marketing Promotion : Concept, Objectives and ToolsMarketing Promotion : Concept, Objectives and Tools
Marketing Promotion : Concept, Objectives and Tools
 
INDUSTRIAL MARKETING
INDUSTRIAL MARKETINGINDUSTRIAL MARKETING
INDUSTRIAL MARKETING
 
Topic sales promotion sales promotion mix kinds of promotion
Topic sales promotion sales promotion mix kinds of promotionTopic sales promotion sales promotion mix kinds of promotion
Topic sales promotion sales promotion mix kinds of promotion
 
Tools of sales promotion
Tools of sales promotionTools of sales promotion
Tools of sales promotion
 
market cannibalization
market cannibalizationmarket cannibalization
market cannibalization
 

Viewers also liked

Product mix of dairymilk
Product mix of dairymilkProduct mix of dairymilk
Product mix of dairymilkKirtan Pandya
 
Dabur portfolio 2011 2012
Dabur portfolio 2011 2012Dabur portfolio 2011 2012
Dabur portfolio 2011 2012Soumitra Kisku
 
Product mix cadbury
Product mix  cadburyProduct mix  cadbury
Product mix cadburyANUJ YADAV
 
Apple, product mix
Apple, product mixApple, product mix
Apple, product mixMustahid Ali
 
Bajaj Auto Presentation
Bajaj Auto Presentation Bajaj Auto Presentation
Bajaj Auto Presentation Ayush Parekh
 
Product mix and product line
Product mix and product lineProduct mix and product line
Product mix and product lineManinder Sohal
 
Presentation of product mix depth,length,width and consistency
Presentation of product mix depth,length,width and consistencyPresentation of product mix depth,length,width and consistency
Presentation of product mix depth,length,width and consistencyhassan ali
 
Apple Product Mix and Marketing Mix
Apple Product Mix and Marketing MixApple Product Mix and Marketing Mix
Apple Product Mix and Marketing Mixnb1234
 

Viewers also liked (14)

Product mix of dairymilk
Product mix of dairymilkProduct mix of dairymilk
Product mix of dairymilk
 
Product Mix of Cadbury
Product Mix of CadburyProduct Mix of Cadbury
Product Mix of Cadbury
 
Product line of nestle
Product line of nestle Product line of nestle
Product line of nestle
 
Dabur portfolio 2011 2012
Dabur portfolio 2011 2012Dabur portfolio 2011 2012
Dabur portfolio 2011 2012
 
Product mix
Product mixProduct mix
Product mix
 
Product mix cadbury
Product mix  cadburyProduct mix  cadbury
Product mix cadbury
 
ITC Product Mix
ITC Product MixITC Product Mix
ITC Product Mix
 
Product Mix-Samsung
Product Mix-SamsungProduct Mix-Samsung
Product Mix-Samsung
 
Apple, product mix
Apple, product mixApple, product mix
Apple, product mix
 
Hul product mix
Hul product mixHul product mix
Hul product mix
 
Bajaj Auto Presentation
Bajaj Auto Presentation Bajaj Auto Presentation
Bajaj Auto Presentation
 
Product mix and product line
Product mix and product lineProduct mix and product line
Product mix and product line
 
Presentation of product mix depth,length,width and consistency
Presentation of product mix depth,length,width and consistencyPresentation of product mix depth,length,width and consistency
Presentation of product mix depth,length,width and consistency
 
Apple Product Mix and Marketing Mix
Apple Product Mix and Marketing MixApple Product Mix and Marketing Mix
Apple Product Mix and Marketing Mix
 

Similar to Product mix

Similar to Product mix (20)

Product mix
Product mixProduct mix
Product mix
 
Product mix
Product mixProduct mix
Product mix
 
2 Strategic Product Management - Product Mix
2 Strategic Product Management - Product Mix2 Strategic Product Management - Product Mix
2 Strategic Product Management - Product Mix
 
Product Mix.pptx
Product Mix.pptxProduct Mix.pptx
Product Mix.pptx
 
Classification Of Product
Classification Of ProductClassification Of Product
Classification Of Product
 
Classification Of Product
Classification Of ProductClassification Of Product
Classification Of Product
 
Product line and product mix of p&g
Product line and product mix of p&gProduct line and product mix of p&g
Product line and product mix of p&g
 
Unit 2.1 Product _Brand_PLC_New PD.pptx
Unit 2.1 Product _Brand_PLC_New PD.pptxUnit 2.1 Product _Brand_PLC_New PD.pptx
Unit 2.1 Product _Brand_PLC_New PD.pptx
 
U3 (1).pptx
U3 (1).pptxU3 (1).pptx
U3 (1).pptx
 
U2 - Copy.pptx
U2 - Copy.pptxU2 - Copy.pptx
U2 - Copy.pptx
 
Marketing management
Marketing managementMarketing management
Marketing management
 
Product management
Product managementProduct management
Product management
 
Product Line Decision & Product Mix.pptx
Product Line Decision & Product Mix.pptxProduct Line Decision & Product Mix.pptx
Product Line Decision & Product Mix.pptx
 
Product mix and branding decisions.
Product mix and branding decisions.Product mix and branding decisions.
Product mix and branding decisions.
 
Mm.10.10
Mm.10.10Mm.10.10
Mm.10.10
 
Growth strategies for FMCG
Growth strategies for FMCGGrowth strategies for FMCG
Growth strategies for FMCG
 
Epgp bm brand_extensions_ppt
Epgp bm brand_extensions_pptEpgp bm brand_extensions_ppt
Epgp bm brand_extensions_ppt
 
Marketing plans and policies
Marketing plans and policiesMarketing plans and policies
Marketing plans and policies
 
product mix.pptx
product mix.pptxproduct mix.pptx
product mix.pptx
 
Gopro Line Extension
Gopro Line ExtensionGopro Line Extension
Gopro Line Extension
 

More from Ajilal

A study on working capital management
A study on working capital management A study on working capital management
A study on working capital management Ajilal
 
A study on non performing assets of financial institutions
A study on non  performing assets of financial institutionsA study on non  performing assets of financial institutions
A study on non performing assets of financial institutionsAjilal
 
Engineered, discretionary and committed costs
Engineered, discretionary and committed costsEngineered, discretionary and committed costs
Engineered, discretionary and committed costsAjilal
 
Auditing tools and Techniques
Auditing tools and TechniquesAuditing tools and Techniques
Auditing tools and TechniquesAjilal
 
Franchising
FranchisingFranchising
FranchisingAjilal
 
Patent Right
Patent RightPatent Right
Patent RightAjilal
 
Strategic Analysis
Strategic AnalysisStrategic Analysis
Strategic AnalysisAjilal
 
Budget and its features
Budget and its featuresBudget and its features
Budget and its featuresAjilal
 
Management
ManagementManagement
ManagementAjilal
 
Product Positioning
Product PositioningProduct Positioning
Product PositioningAjilal
 
Segment targeting & positioning
Segment  targeting & positioningSegment  targeting & positioning
Segment targeting & positioningAjilal
 
Product management
Product managementProduct management
Product managementAjilal
 
Product differentiation
Product differentiationProduct differentiation
Product differentiationAjilal
 
Bcg matrix
Bcg matrixBcg matrix
Bcg matrixAjilal
 
Product Management
Product ManagementProduct Management
Product ManagementAjilal
 
Perceptual mapping
Perceptual mappingPerceptual mapping
Perceptual mappingAjilal
 
Brand positioning
Brand positioningBrand positioning
Brand positioningAjilal
 
Brand equity
Brand equityBrand equity
Brand equityAjilal
 

More from Ajilal (20)

A study on working capital management
A study on working capital management A study on working capital management
A study on working capital management
 
A study on non performing assets of financial institutions
A study on non  performing assets of financial institutionsA study on non  performing assets of financial institutions
A study on non performing assets of financial institutions
 
Engineered, discretionary and committed costs
Engineered, discretionary and committed costsEngineered, discretionary and committed costs
Engineered, discretionary and committed costs
 
Auditing tools and Techniques
Auditing tools and TechniquesAuditing tools and Techniques
Auditing tools and Techniques
 
Franchising
FranchisingFranchising
Franchising
 
Patent Right
Patent RightPatent Right
Patent Right
 
Strategic Analysis
Strategic AnalysisStrategic Analysis
Strategic Analysis
 
MCS
MCSMCS
MCS
 
Budget and its features
Budget and its featuresBudget and its features
Budget and its features
 
Management
ManagementManagement
Management
 
Product Positioning
Product PositioningProduct Positioning
Product Positioning
 
Segment targeting & positioning
Segment  targeting & positioningSegment  targeting & positioning
Segment targeting & positioning
 
Product management
Product managementProduct management
Product management
 
Product differentiation
Product differentiationProduct differentiation
Product differentiation
 
Bcg matrix
Bcg matrixBcg matrix
Bcg matrix
 
Product Management
Product ManagementProduct Management
Product Management
 
Perceptual mapping
Perceptual mappingPerceptual mapping
Perceptual mapping
 
Brand positioning
Brand positioningBrand positioning
Brand positioning
 
Brand equity
Brand equityBrand equity
Brand equity
 
Law
LawLaw
Law
 

Recently uploaded

Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 

Recently uploaded (20)

Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 

Product mix

  • 2. Product Mix Product mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers.  For example, a small company may sell multiple lines of products. Sometimes, these product lines are fairly similar, such as dish washing liquid and bar soap, which are used for cleaning and use similar technologies. Other times, the product lines are vastly different, such as diapers and razors. The four dimensions to a company's product mix include width, length, depth and consistency
  • 3. Width The width of a company's product mix pertains to the number of product lines that a company sells.  For eg:, 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. It is more practical to start with some basic products and build market share. Later on, a company's technology may allow the company to diversify into other industries and build the width of the product mix.
  • 4. Length Product mix length pertains to the number of total products or items in a company's product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning, Implementation and Control.  " For eg; ABC company may have two product lines, and five brands within each product line. Thus, ABC's product mix length would be 10. Companies that have multiple product lines will sometimes keep track of their average length per product line. In the above case, the average length of an ABC Company's product line is five.
  • 5. 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. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line.
  • 6. Consistency Product mix consistency pertains to how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use.  For example, a small company may sell its health bars and health magazine in retail stores. However, one product is edible and the other is not. The production consistency of these products would vary as well.
  • 7. Trading up Increasing the number of features (and their associated benefits) of a product, improving its quality, or backing it with a superior level of service to justify a higher price. Opposite of trading down. Type of selling in which the customer is persuaded to buy a more expensive item, or a larger quantity, than originally intended in exchange for an attractive discount or some other incentive.
  • 8. Trading down Reducing the number of features (and their associated benefits) or the quality of a product to suit the selling price demanded by its customers. Opposite of trading up