product mix
DESCRIPTION
TRANSCRIPT
PRODUCT- MIX
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
• 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.
Product Mix of HindustanUnilever Limited
Home & Personal
CareBeverages
PersonalWash
Laundry Skin CareHairCare
Oral Care Tea CoffeeDeodorants
Lux
Lifebuoy
Liril
Hamam
Breeze
Dove
Pears
Rexona
Surf excel
Rin
Wheel
Fair &Lovely
Ponds
Vaseline
Sunsilk
Clinic +
Pepsodent
Close-up
Axe
Rexona Lipton
BrookeBond
Bru
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.
05
101520253035404550
1 2 3 4 5
sales
profit
Product item
% contribution to sales and profit
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.
D B C
C B
DX X A
D C
B
X A B
LOW(90) MEDUM(120)
HIGH(150)
EXTRA HIGH(180)
LOW
MED
HIGH
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
• Line Filling : A firm can lengthen its product line by adding more items with in the present range.
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.