The set of all products and items offered by a company for sale is called a ‘product mix’.
A company’s product mix includes :
1. Product width
It refers to the number of different products the organization offers. For example, product width of HLL includes soaps, cosmetics, ice-cream, atta, toothpaste etc.
2. Product length
It refers to the total number of items in each product category; for e.g. in the category of soaps HLL includes brands like Lux, Liril, Lifebuoy and so on..
3. Product depth
It explains the number of variants of each product in the line. If Colgate toothpaste has two variants like Colgate Total, Colgate Gel etc.
4. Product consistency
It refers to how closely related the various product lines are, with respect to end use, production requirements, distribution channels or some other way..
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