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Product Mix vs. Product Line

Product Mix vs. Product Line. Both manufacturers and retailers must decide on width and depth of a product mix. This is done with strategies that determine a target market and an image. Vocabulary. A product line is a group of closely related products manufactured and/or sold by a business.

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Product Mix vs. Product Line

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  1. Product Mix vs. Product Line Both manufacturers and retailers must decide on width and depth of a product mix. This is done with strategies that determine a target market and an image.

  2. Vocabulary • A product line is a group of closely related products manufactured and/or sold by a business. • A product mix is a number of different types of product lines. • Product width is a mix that tries to bring out lots of new products aimed at existing customers. • Product depth is a mix that tries to bring out new products designed to attract new customers.

  3. Can be a manufacturer’s product mix For example, Kraft sells Oscar Meyer Maxwell House Kraft cheese Can be a retailer’s product mix which is made up of different types of products the store sells For example, Name the product mix for Wal-Mart Product Mix

  4. Manufacturer’s Product Line • Kellogg’s is an example of closely-related products manufactured by a business.

  5. Product Line • Another example of a product line would be products made by Frito-Lay. (also pictured on page 548 in the textbook)

  6. Retailers and Product Line • Retailers usually sell more than one product line. For instance, VS

  7. Retailer Wolf Camera • Wolf camera sells more than one product line of cameras. Pictured here are four manufacturers’ SLR 35 mm cameras. Pentax Minolta Canon Nikon

  8. Product Item • A product item is a specific-model, brand or size of a product within a particular product line.

  9. BUT • Remember, Dell also sells such things as printers, TVs and digital music players. • This is product ____________.

  10. Product Width Refers to the number of different lines a business or manufacturer sells

  11. Product Depth • Refers to the number of product items offered within each product line

  12. Action • Look at Figure 30-1 on p. 549 • Gillette’s product width includes • Razors - Writing Instruments • Toiletries - Lighters • Gillette’s product depth includes pens such as Flair and Papermate • Choose a manufacturer and complete a table that resembles Figure 30-1

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