产品组合是什么?

A product is an item produced or procured by the business to satisfy the needs of the customer. It is the actual item which is held for sale in the market. A company usually sells different types of products. For e.g. Coca-cola has around 3500+ product brands in its portfolio. These different product brands are also known as product lines. Combination of all these product lines constitutes the product mix.

What Is Product Mix?

Product mix, also known as product assortment, is the total number of product lines that a company offers to its customers. The product lines may range from one to many and the company may have many products under the same product line as well. All of these product lines when grouped together form the product mix of the company.

The product mix is a subset of the marketing mix and is an important part of the business model of a company. The product mix has the following dimensions

Width

The width of the mix refers to the number of product lines the company has to offer.

For example – if a company produce only soft drinks and juices, this means its mix is two products wide. Coca-Cola deals in juices, soft drinks, and mineral water and hence the product mix of Coca-Cola is three products wide.

Length

Length of the product mix refers to the total number of products in the mix. That is if a company has 5 product lines and 10 products each under those product lines, the length of the mix will be 50 [5 x 10].Also Read:  Fear Of Missing Out | Your Guide To FoMO Marketing Strategies

Depth

The depth of the product mix refers to the total number of products within a product line. There can be variations in the products of the same product line. For example – Colgate has different variants under the same product line like Colgate advanced, Colgate active salt, etc.

Consistency

Product mix consistency refers to how closely products are linked to each other. Less the variation among products more is the consistency. For example, a company dealing in just dairy products has more consistency than a company dealing in all types of electronics.

Product Mix vs Product Line

A product mix is a group of everything a company sells.

However, the product line is a subset of the product mix. A product line refers to a unique product category or product brand a company offers.

For example, Patanjali deals in different categories of products which include shampoo, flour, toothpaste, etc. Shampoo, here, forms a different product line, flour forms a different product line as well, and so does toothpaste. However, when they all are grouped together, they form the product mix of Patanjali.

Product Mix Example

Coca-Cola has product brands like Minute Maid, Sprite, Fanta, Thumbs up, etc. under its name. These constitute the width of the product mix. There are a total of 3500 products handled by the Coca-Cola brand. These constitute the length. Minute Maid juice has different variants like apple juice, mixed fruit, etc. They constitute the depth of the product line ‘Minute Maid’. Coca-Cola deals majorly with drinking beverage products and hence has more product mix consistency.

Product Mix depends on many factors like

  • Company Age
  • Financial Standing
  • Area of Operation
  • Brand identity, etc.

Many new companies start with limited width, length, depth and high consistency of the product mix, while companies with good financial standing have wide, long, deep and less consistency of the product mix. Area of operation and brand identity also affects its product mix.Also Read:  Competitive Advantage – Definition, Types, & Examples

Go On, Tell Us What You Think!

Did we miss something?  Come on! Tell us what you think of this article in the comments section.

转:What Is Product Mix? Explanation With Examples
https://www.feedough.com/product-mix-explanation-examples/

更多文章

业务架构学习群资料
zhou jingen

D3.2 面向业务的服务导向基础

面向服务所体现的概念是在长期致力于模块化和分布复杂的计算机系统(反映和支持分布式商业世界的现实)的努力中演变而来的。然而,如今解决技术集成问题本身还不足以证明投资于面向服务的合理性。为了加强这一论点,人们对面向服务的业务敏捷性支持提出了各种各样的主张,因为在面向服务的环境中,通过组合服务、重新配置服务、重用服务等,解决方案更容易构建。也许,但是根据上面的面向服务的定义,许多企业在某种程度上已经实现了面向服务,但是仍然难以提供业务需要或期望的IT支持。因此,为了证明在面向服务方面的投资是合理的,我们需要使用新的架构原则来解决每个项目中出现的问题。

阅读更多»

【IT战略规划】指南系列公开课,深圳,2天,10月31日-11月1日(周日、周一)

X