Few Definitions
Product Line: Similar kinds of products having different colors, sizes, tastes, etc. sold under one brand name.
E.g. Oreo’s Chocolate, Normal, Orange, etc. flavors & their different weights.
Product Line Length: It is defined as the number of products in a single product line. If we see the previous example, Oreo has a product line length of 3
Product Line Width: It is defined as the number of similar product lines parallel to each other. You may have two or more brands under the biscuits or beverage category.
E.g. Coca-Cola has a Minute maid line, Coke line, Sprite, Powerade. Each of this line has different variants& SKUs which makes product length.
Product Mix Width: It is a sum total of all different kinds of product lines under all the categories.
If we see Unilever’s product mix, we will find various categories such as skin soap,
detergent, deodorant, ice cream, shampoo, etc. Sum total of entire range makes the Width
Xiaomi Product Mix
ITC Product Mix
Tata Product Mix
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