1. A company's product mix consists of its various product lines and has four dimensions: width, length, depth, and consistency. 2. Product-mix decisions involve analyzing product lines, reviewing a market profile against competitors, and methods to extend product lines such as line stretching, line filling, and line modernizing/featuring/pruning. 3. Product-mix management is important for companies like Hindustan Unilever to effectively offer the right portfolio of products.

1. PRODUCT- MIX

2. What is product-mix ?
• Set of all product offered for sale by a
company.
• It consist of various product line.
• Any company’s product mix has four
dimension :
1. Width
2. Length
3. Depth
4. Consistency

3. • Width : Number of different product lines
carries by the company.
• Length : Total number of items in the
product mix of the company.
• Depth : Assortment of size, colour and
models offered in each item of a
product line.
• Consistency : It refers to the relationship of
various product line either in their
end use, production
requirement, distribution
channel or other way.

4. Product Mix of Hindustan
Unilever Limited
Home & Personal Beverages
Care
Personal Hair
Laundry Skin Care Oral Care Deodorants Tea Coffee
Wash Care
Lux Brooke
Surf excel Fair & Pepsodent Axe Bru
Lovely Sunsilk Bond
Lifebuoy
Rin Ponds Close-up Rexona Lipton
Clinic +
Liril
Wheel
Vaseline
Hamam
Breeze
Dove
Pears
Rexona

5. PRODUCT-MIX DECISION
A. PRODUCT LINE ANALYSIS
Taking decision regarding whether adding
new product line or not, lengthen the existing
product line or not, analysis of product line is
useful.

6. 50
45
40
35
%
contribution 30
to sales 25 sales
and profit 20 profit
15
10
5
0
1 2 3 4 5
Product item

7. B. MARKET PROFILE
Product line manager must review the
position of its company’s product line
against competitors lines. Product map
is used to show the position of their items
against competitors items.

8. C B
HIGH
D B C
X X A
D
MED
B
C X B A
D
LOW
LOW(90) MEDUM HIGH EXTRA
(120) (150) HIGH(180)

9. Methods of Extending Product-Line
• Line stretching : every company’s product
line covers a certain part of the total
possible range, when company lengthen
its product line beyond current range
known as line stretching.
1. Down-Market Stretch
2. Up-Market Stretch
3. Two-way Stretch

10. • Line Filling : A firm can lengthen its
product line by adding more items with in
the present range.

11. LINE MODERNIZING,
FEATURING AND PRUNING
• Product line need to be modernized. In
rapidly changing product markets,
modernization is continuous.
• The product line manager typically select
one or few items in the line to feature.
• Product line manager periodically review
the line for deadwood that is depressing
profit.