PRODUCT MIX
STRATEGIES
TOMAS, BRIANNA, EILEEN
PRODUCT LINE
Product line is a set of related products sold by a
single company. A company can expand its business
by adding to its existing product line. This is because
people are more likely to buy things from a company
they are already familiar with.
For example, a frozen pizza company may want to
increase its market share by adding frozen breadsticks
or frozen pasta to its existing product line.
PRODUCT ITEM
Unlike a product line, a product item is one specific
item in a product line.
For example, a product line would be dry cereal, a
product item would be corn flakes.
PRODUCT WIDTH AND PRODUCT
DEPTH
Product width is the range of product service lines.
(Apple – Nano, touch, iPhone, iPad, etc.)
Product depth is the number of
products in that line. ( Apple –
iPhone 3G/4G, 16 gb, 32 gb, 64
gb, etc. )
This combination is often
referred to as product/service
mix.
PRODUCT MIX: SPECIALTY STORE VS.
DEPARTMENT STORE
Specialty stores are businesses that focus on specific
product categories. Such as office supplies, men’s or
women’s clothing, and carpet. If a company can be
considered an expert on a certain type of good it can
be considered a specialty store.
Department stores are large retail establishments
with a variety and range of goods organized into
various departments. All of the departments are
housed into the same building. An example would be
a place such as Sam’s club.
MAKING CHANGES TO YOUR PRODUCT
MIX
Businesses product mix’s revolve around the needs of
their customer. So if their current product mix is not
satisfying the customers needs they may need to
reevaluate their current product mix. Basically, they
are trying to stay ahead by meeting customers needs.
Also if a company is thinking about rebranding their
image they may make changes to their product mix in
order for it to present the type of view they’d like
people to have on their company.