Marketing

1. A product is anything that is offered to a market to satisfy
customer wants and needs. The product includes both tangible
and intangible items available for sale in the market. A company
sells a variety of products at a time.

4.  For example, PepsiCo sells hundred of
products under the product lines of
beverages, food, and nutritional products.
These product lines, when combines, are
known as product mix.

7.  is a group of closely related products with
similar functions, customer groups, outlets,
and the same price ranges.
 For instance, the Nike product line includes
Footwear, Apparel, and Sports equipment,
when all these product lines combine
constitutes product mix.

8.  It can be defined as a business strategy
where the firm plans to expand its
established product brand name with the
new range of items in the product category.
 The Product Line Extension can be in the
form of new colors, forms, shapes, sizes,
flavors, packaging, and ingredients.

10.  Product mix or product assortment is a set of
the total number of product lines that a
seller offers in the market to its buyers. The
company may have one or several product
lines, and each product line may have
several products. When these product lines
get together are known as the product mix of
the company.

11.  The product mix is an essential element of
the marketing mix because the other
elements will work if there is a product or
service to offer in the market. It is known as
the central part of all marketing activities.

12.  Width or breath of the product mix means
the total number of product lines that a
company offers to sell.
 For instance, if a company offers milk and
yogurts, it indicates that it has two lines.
Similarly, a cosmetic company manufactures
four different types of products – jewelry,
cosmetics, fashion, and household items. Its
product width is 4.

13.  Depth of a product mix means the total
number of variations for each product a
company offers within.
 There may be different variations in the
product e.g., size, flavor, taste, and many
other characteristics. For example, Colgate
sells four sizes, and two flavors of toothpaste
mean that this line has a depth of eight.

14.  The length of the product mix means total
number of products within the company
product lines.
 For example, if a company has 10 product
lines and each line has 3 products, then
length is (10×3) = 30.

15.  Product mix consistency is the close
relationship between different product lines.
The more product variation means less
product consistency. For example, a dairy
company has two product lines milk and
yogurt. Both lines have the same users
and/or distribution channels, due to low
product variation and high product mix
consistency. Take another example of Philips
Electronics with 7 product lines having high
production mix variation and low
consistency.

16.  Product Mix Example
 Footwear – Boots for strikers, Midfielders,
Defenders, Sneakers
 Apparels – Headwear, Tops/Polos, Jersey,
Jackets, Shorts, Shocks
 Equipment – Ball, Bags, Watches

17.  Product Depth – 4 in Footwear, 6 in Apparels
and 4 in Equipment
 Product Length – 14
 Product Width – 3
 Product consistency – High consistency Nike
focus on health-conscious people.

18.  Product mix refers to the total number of
products of a company offer to sell. On the
other hand, product line refers to related
products with similar users and functions. In
the above example of Nike, the footwear,
apparels, and equipment are all product
lines. When these product lines come
together known as product mix.

20.  Lux
 Ponds
 Surf excel
 Brooke Bond
 Fair & Lovely
 Pepsodent
 Rexona spray
 Clinic +
 Close Up
 Lipton