How can company build and manage its product mix and product lines?

Product mix can be build by grouping related items that

function in a compatible manner

Product Mix Width

Product Line Length

Managing product mix

Adding more product variants to each product and deepening its product mix.

Lengthening each product line.

New product lines can be added, thus widening its product mix.

Pursuing more product line consistency.

PRODUCT LINE

Company can manufacture group of products within a product class.

Ways To Lengthen Product Line

• Line Stretching • Line Filling • Line Modernization

Line Stretching

Lengthening of the product line beyond its

current range, whether up-market, down-

market, or both ways.

Line Filling

Adding more items

within the product

range

Line Modernization

Improvements must be done to encourage

customer migration to higher-valued,

higher-priced items.

Nike’s Innovation

Volkswagen’s Innovation

These slides were created by Ashish Soni, IIT

Delhi during a Marketing internship by Prof.

Sameer Mathur, IIM Lucknow (See

www.IIMInternship.com)