PRODUCT MIX ELEMENTS

According to AMA, Product mix is defined as:

“The full set of products offered for sale by an organization. The product mix includes all product lines and categories. It may be defined more narrowly in specific cases to mean only that set of products in a particular product line or a particular market”.

Every company’s product mix has a certain width, length, depth. In case of MAGNUM, since it makes only ice creams, there will be no width of the product; however the rest will look as follows:

A product mix is the set of all products offered for sale by a company. Product line is a broad group of products for similar uses and with similar characteristics. An organization’s product mix has four dimensions: 

Width: The product mix width is the number of product lines in the product mix.

Length: The product line length shows the number of different products in a product line.

Depth: Some of the product types may be split into subgroups which is shown by the product line depth.

Consistency: Describes how closely related the various product lines are in end use, production requirements, distribution channels, etc.

Hindustan Unilever has a wide width offering personal care, home care, food and beverages, etc. Skin care, oral care, hair care, fabric care, beverages, food, etc are the product lines that Unilever as a parent company carries.The food line of HUL contains beverages like tea, coffee ,ice cream, food, etc.

The length of the ice cream line consists of the products of Kwality walls like frozen delights ,creamy delights, fruttare, paddle pop, cassatta, kulfeez.

The depth of the Kwality walls ice cream includes magnum, cornetto, feast, sundae, etc which are all chocolate related items.

Unilever’s ice cream product line is consistent as the distribution channels from which the ice cream products flow is the same.