User:Prerna.chamaria/Product Mix

According to Philip Kotler “ Product mix(also called as product assortment) is the set of all products and items a particular seller offers for sale”. Product mix pertains to the variety of products a company sells. It also refers to the total number of product lines that a company offers to its customers. There are four dimensions to product mix, namely, width, length, depth and consistency.

WIDTH: The width of the product mix consists of all the product lines that the company has to offer to its customers. If we take P&G for example, the width of the product line would consists of Hair Products, Oral care, Soaps and Detergents, Baby Care, Personal Care and Home care.

LENGTH: Length of the product mix includes the total number of products offered to the customers.The number of products provided by P&G is 16 which is the total length of its product mix.

DEPTH: Depth of a product mix pertains to the number of variants that are offered in each product in the line. If we take the example of Ariel we can see that it is available in a lot of sizes ( 100gms, 250 gms, 1kg, etc.) and different types like- Front O Matic and Fragrances etc.

CONSISTENCY: Consistency of a product mix refers to the relationship of the various product lines in terms of end use, product requirements, distribution channels, or some other way. P&G’s product lines are all consistent because they only concentrate on selling FMCG products.