Width of product mix
Lever’s Product Mix and
Product Lines (partial listing)
You would have noticed that so
many companies market just one or two product lines, and hence their product
mix is narrow.
Do you know in which all areas General Electric
It basically operates in diverse
fields, and has broad product mix. You can see in Fig that each product mix has
a depth, which is given by models, colours, sizes, available in each individual
As all of us know that pharmaceutical company has a product line of
antibiotics. It has several dosage forms like it can be in the form of capsules,
tablets for children, vaginal suppositories, injections, eardrops, eye drops
and Syrups under the dosage form and then the size of the package can be
different. The company has several brands of antibiotics, and each brand has
several dosage forms and sizes. We can say, that its product mix has depth. On
the contrary, a few products, in one size only as one brand is an example of a
shallow product depth.
All the decisions related to
product lines offers are from company’s strategic plan and marketing plan. It
considers the segmentation of the market and targeting. Just suppose an
organization wishes to target young’ children, it can add a whole new product
line for it.
New product lines are either a
matter internal development or can be acquire. Each product line also can be
expanded. The important idea is that the product line of a company reflects the
objectives of the organization, the targeting decided upon and the buyer
behaviour in a given market.
You can modify existing Product lines:
We have a number of reasons to
alter either an existing product or a product line. The reasons could be to
support marketing strategy, to improve sales, to improve profits, to expand
market share. We can also consider what the product as such contributes to the
product portfolio. We can modify a product line by altering either one or more
than one of the following attributes:
of the product line
or contraction of product line
The first two attributes are
relevant to a set of products in the product line. The rest are relevant to
either individual products or product lines.
Expanding and Reducing the Product Line:
Companies do not, in general,
offer single product and single model .
As you are aware that there are many models of TV available in the
market. There is a large variety of radio sets from Sony. Underlines bras are
available in a number of styles. Syrups and crushes are available in many
flavours, e.g., Rasna concentrates and Mala’s crushes.
There are technical products with
higher and lesser sophistication. We find many product categories where
consumers prefer to have a great variety for their satisfaction. Marketers are
adopting strategies of adding new versions with new specifications, while
retaining the old versions for the less sophisticated consumers.
Sometimes this addition of new
products to existing line is done to include complementary products, e.g., a toothpaste marketer may add toothbrushes to the product line. Camel may
introduce paintbrushes, which go well with its watercolours.
Sometimes, there are occasion to
delete a product/products from the line. A product, which shows decline in
terms of sales, may be abandoned. Non-contributing products may be eliminated.
While doing so, it should be seen that other products in the product line are
HUL has removed Lifebuoy carbolic soap from its line. It upgraded
Lifebuoy to compete with other beauty soaps.