This document discusses the product mix of ITC Limited, an Indian conglomerate. It defines product mix as the complete range of products a company offers. ITC's product mix includes four product lines: foods, cigarettes, lifestyle retailing, and education/stationery. The dimensions of product mix are discussed as width (number of product lines), length (total number of product items), depth (versions within lines), and consistency (relatedness of lines). Factors like market demand, production capabilities, residuals, finances, consumer behavior, and policies can affect a company's product mix. A company's objectives around profit, sales stability, growth, consumers, and costs also impact its product mix choices.

1. GOVERNMENT NATIONAL COLLEGE,
SIRSA (Hry.)
DEPARTMENT OF COMMERCE
BC 5.8: SEMINAR
2021-2022
Topic:- Product-Mix
Manish Sharma
Uni. Roll No.190020450108
B.Com, 3rd Year
Section: C

2. Meaning of Product Mix
Dimensions of Product Mix
Factors affecting Product Mix
Effects of Organisational
Objectives on its Product Mix
Conclusion

3. PRODUCT MIX
The Product Mix refers to the complete range of products that a
particular seller offers for sale. Product mix need not consist of related
products. A firm or company with several product lines have different
type of products in its product mix.

4. The firm producing various products takes production decisions at
the following three levels:
Product Mix
Product Line
Product Item

5. – The number of products within the
product line are known as product items.
• Kitchen of India
• Aashirwaad
• Sunfeast
Foods
• Gold Flake
• Classic
• India Kings
Cigarette
Product
Mix
of
ITC

6. - The product line refers to the list of all the
related products manufactured by a single firm.
1
• Foods
2
• Cigarette
3
• Lifestyle Retailing
4
• Education and Stationery
Product
Line
of
ITC

7. – The number of product lines that a firm or
company has for its customers is known as product mix.

8. DIMENSIONS OF PRODUCT MIX
Dimensions are the angles on the basis of which the
product mix of a company or firm is studied.
Dimensions
of Product
Mix
Width
Length
Depth
Consis
tency

9. – The width of a product mix shows
the number of different product lines offered by the company.
1
• Foods
2
• Cigarette
3
• Lifestyle Retailing
4
• Education and Stationery
Product
Line
of
ITC
Here , 4 product lines shows the width of ITC.

10. – The length of product mix refers
to the total number of product items the company carries within its
product lines.
Foods
• Kitchen of
India
• Aashirwaad
• Sunfeast
Cigarette
• Gold Flake
• Classic
• India Kings
Lifestyle
Retailing
• Wills Lifestyle
• John Players
Education and
Stationery
• Classmate
• Paperkraft
• Color Crew
Product Mix of ITC
Here, the length is 11. As in the foods line, the number of
items is 3, in cigarettes is 3 and so on.. On adding all the
items, we get the length of the product mix.

11. – The depth of product mix refers to
the average number of versions offered by the company within each
product line. The depth of product mix is measured by assortment of
sizes, colours, models, prices and quality offered within each product
line.
Here, curry, paste, biryani, etc. shows the depth of the
food product line.

12. – The consistency
of a product mix shows the extent to which the product lines are
closely related to each other in terms of their end-use, distribution
channels, production requirements, price ranges etc.
Here, ITC’s product lines are less consistent as these
perform different functions for the buyers.

13. FACTORS AFFECTING PRODUCT MIX
Change in Market Demand
Production Influence
Use of Residuals
Financial Influence
Change in Consumer Behaviour
Change in Government Policies

14. EFFECTS OF ORGANISATIONAL
OBJECTIVES ON ITS PRODUCT MIX
Profit Objective
Sales Stability Objective
Sales Growth Objective
Consumer – Oriented Objective
Reduction In Production And
Distribution Cost Objective

15. CONCLUSION
Product mix diversifies the risks and lowers the dependence
on one product line. But, it must be careful when expanding
the product mix. It should not add unnecessary items and carry
through research to make sure there is a market for its items.

16. THANK YOU