What is product mix?

What is product mix?

It is the number of product lines and items which are open to the consumers. It consists of:

a.Product Width: The total number of product lines that the company deals in.

b.Product depth: The different versions of each product eg. A soap may have one for dry skin and one for oily skin.

c.Product length: The total number of items carried by the company within its product line.

d.Product consistency: where the products may be related eg. HLL deals in cosmetics or unrelated eg. ITC deals in cigarette and cloth.