Question 3 (a)
Product mix and its length, depth, width and consistency
6 marks
- Time to write
- About 12 minutes
Question
Question 3 (a) · 6 marksWhat is a product mix? Using the example of a multi-product company, explain the concept of the length, depth, width and consistency of a product mix.
Reworded from the university paper; the task is the same. The original paper belongs to the University of Delhi. See DU's question bank.
Before you write
Read off the question and its marks
Read from the question
- Using the example of a multi-product…Tie every point to the example given: the multi-product company.
Write it in this order
- Read; underline the asks; jot your points 1 min
- 1 Meaning of product mix 2 marks 2 min
- 2 Length, depth, width and consistency, with an example 4 marks 8 min
- Check: every ask answered, key terms underlined 1 min
Easy marks
- Meaning of product mix (step 1, 2 marks): a clear definition and a line on what it covers. It opens the answer, so it takes a minute or two.
Short on time? Cut step 2 short rather than leave anything out.
Try it first. About 12 minutes for 6 marks. Write it out, then open the solution.
Solution
Hover or tap a marked figure, like 72,000, to see how it is made and where else it appears.
The product mix (or product portfolio) is everything a company sells, taken together: all its product lines and all the items in them. Deciding the product mix is one of the product decisions in the marketing mix. A product line is a family of products that the firm groups together because they do a similar job, reach the same buyers, move through the same outlets or sit in one price band. A product item is one particular version within a line, told apart by its size, variant or price.
1Across the shelves: soaps, creams, brushes—count the lines for the width.
WidthThe number of product lines
2Walk the full rack end to end—every item in every line is the length.
LengthThe total number of items in all lines
3Then one shelf alone: sizes and variants of a single product—that is the depth.
DepthThe number of versions of each product in a line
Dimensions of the product mix, with an example
Take a hypothetical multi-product company, Kesar Consumer Ltd., which sells four product lines:
| Line | Items (brands or variants) | Number |
|---|---|---|
| Soaps | Neem, sandal, glycerine, lime | 4 |
| Toothpastes | Herbal, whitening, sensitive | 3 |
| Hair oils | Coconut, almond, amla, onion, cooling | 5 |
| Packaged tea | Leaf, dust, green | 3 |
- Width. The number of different product lines the company carries. Kesar's mix has a width of 4 (soaps, toothpastes, hair oils, tea). Greater width lets a firm use its brand and distribution in new markets.
- Length. The total number of items in all its lines: 4 + 3 + 5 + 3 = 15. The average length of a line is 15 ÷ 4 = 3.75. A longer line covers more customer needs and price points.
- Depth. The number of versions offered of each item in a line, such as sizes and pack types. If the neem soap is sold in 75 g, 125 g and a pack of four, its depth is 3. Depth lets a firm serve different usage and budget levels.
- Consistency. How closely the lines are related in end use, production, distribution or price. Soaps, toothpastes and hair oils are all personal-care products sold through the same grocery and chemist outlets, so they are highly consistent; packaged tea is a food product, which lowers the mix's consistency, though it still shares the same retail channels.
These four dimensions guide product strategy: a firm can add lines (widen the mix), lengthen existing lines, deepen items with more variants, or keep the mix consistent to build a strong reputation in one field.
Where the 6 marks sit
| # | Component | Marks |
|---|---|---|
| 1 | Meaning of product mix | 2 |
| 2 | Length, depth, width and consistency, with an example | 4 |
| Total | 6 |
Report a problemopens an email to admin@getkunji.com with the question ID1405-Q3aalready filled in.