Product mix (or product portfolio)

A product mix (or product portfolio) consists of all the product lines and items that particular seller offers for sale. Colgate’s product mix consists of four major product lines: oral care, personal care, home care, and per nutrition. Each product line consists of several sub lines. For example, the home care line consists of dishwashing, fabric conditioning, and household cleaning products. Each line and sub line has many individual items. Altogether, Colgate’s product mix includes hundreds of items.

Definition 2.

A product mix (also called a product assortment) is the set of all products and items a particular seller offers for sale.

A product mix consists of various product lines and a company’s product mix has certain width (the width of a product mix refers to how many different product lines the company carries.), length (the length of a product mix refers to the total number of items in the mix.), depth (the depth of a product mix refers to how many variants are offered to each product in the line.), and consistency (the consistency of the product mix describes how closely related the various product lines are end use, production requirements, distribution channels, or some other way.).

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