MBA Distance education learning/ Products Mix & Product lines
79Products Mix & Product lines Management Tutorial For Distance Learning Students.
Q 1: How does an products mix relate to the development of product lines? When should an enterprise add depth to its product lines rather than width to its products mix?
Ans: Let us first discuss the concept of products mix and product lines.
A products mix is the set of all product lines and items that a particular seller offers for sale to buyers.
Like a seller has Three major product lines namely cosmetics, jewelry and household.
Where Cosmetics beaks down into lipstick, rouge, powder, facial cream etc.
A product line is a group of products that are closely related in terms of functional benefit, the same customer group, price range or marketing through same outlet.
Like In detergent the P&G Has Tide, Joy, Gain, Bold and other products mix having same functional benefit of washing cloths to the consumers.
A product line can comprise related products of various sizes, types, colors, qualities, or prices.
Like a seller has Three major product lines namely cosmetics, jewelry and household.
Where Cosmetics beaks down into lipstick, rouge, powder, facial cream etc.
The depth of product line refers to the number of product variants in a line. . If a product line is sold with the same brand name, this is referred to as family branding. Like the depth of Colgate Dental Cream includes Colgate fresh energy gel, Colgate Herbal, Colgate Active Salt, Cibaca etc.
The products mix and product lines also depend upon the size of the organization. Like HLL has a big product mix and product lines. The companies usually keep products mix less and product lines more. This is all to become competent with the giant competitors.
The depth of product lines refers to the number of product variants in a line. .
The conditions when an enterprise adds depth to product lines rather than width to its products mix.
1. To leverage Family branding : The depth of product line refers to the number of product variants in a line. .
2. Trough family branding enterprises usually aim to increase the brand equity in the marketing but it is usually followed when there is consistency.
3. Competitive perspective: When the competitive Family brands adopt this strategy the counterpart has to follow the suit, etc.
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