Product Assortment (product mix)
Category: Marketing
Product Assortment (also called product mix) is the set of all product lines and items that a particular seller offers for sale. An organisation with several product lines has a product mix. A company’s product mix can be described as having a certain breadth, length, depth, and consistency.
A product line is a group of products that are closely related either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges. Each product line needs a marketing strategy. Marketers face a number of tough decisions on product line length and product line featuring.
Product breadth refers to the number of different product lines the company carries. Product length refers to the total number of product items the company carries in each product lines. Product depth refers to the number of versions offered of each product in the line. Product consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.