PRODUCT AND PRODUCT MIX
Any organization is marketing more than one product then it has a product mix.
„ Product item—a single product
„ Product line—all items of the same type
„ Product mix—total group of products that an organization markets
It is basically a group of products that are related because of customer, marketing and or production considerations. Rin, Wheel, Rin Solarox, Rin detergent powder, Surf, and Surf Ultra are part of Lever’s detergents line and Le Sancy, Lux, Rexona, Lifebuoy, are part of its soaps line. When we are discussing about a typical large multi-product firm’s product mix includes new, growing, maturing and declining products.
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