Procter & Gamble has a wide product mix with many product lines that are closely related in end use and production. Their product mix includes over 25 items across 5 product lines presented, with each line containing various variants or stock-keeping units. On average, their depth of product variants per line is high, as their consumer goods span multiple flavors and sizes within brands like Crest toothpaste.

1. PRODUCT MIX Procter & Gamble’s

2. Product Mix Of Procter & Gamble’s

3. WIDTH How many different product lines the company carries in the case of P&G, we just saw 5 such lines. P&G produces many more lines, in fact.

4. LENGTH Refers to the total no. of items in the mix. In the P&G case, there are 25 in all. Average length = total length/no. of lines. For P&G it is 5 (in this case)

5. DEPTH How many variants are offered of each product in the line. In the case of Crest (say): 2 flavors * 3 sizes = 6 SKUs So depth = 6

6. CONSISTENCY How closely related the product lines are in end use, production, distribution etc. For P&G, consistency is high, since it operates in the FMCG segment.