Product Mix Decisions

Product Mix refers to the number of product lines that an organisation offers to its customers. Product line is a group of related products manufactured or marketed by a single company. Such products function in similar manner, sold to the same customer group, sold through the same type of outlets, and fall within a same price range.

Product mix consists of various product lines that an organisation offers. An organisation may have just one product line in its product mix and it may also have multiple product lines. These product lines may be fairly similar or totally different, for example - Dish washing detergent liquid and Powder are two similar product lines, both are used for cleaning and based on same technology; whereas Deodorants and Laundry are totally different product lines.

Marketers have to take various product related decisions like - Product Mix Decisions, Product Line Decisions, Product Brand Name Decisions, and Brand Strategy Decisions. Following is the Video Presentation to explain the product mix decisions.