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Product mix refers to the complete range of products and product lines offered by a company to its target customers. It represents the total collection of products that a firm sells in the market and is an important concept in Product and Brand Management. A well-designed product mix enables a company to satisfy different customer needs, serve various market segments, manage risks, and achieve its marketing and profitability objectives. The product mix can be understood through four major dimensions: width, length, depth, and consistency. Product mix width refers to the number of different product lines offered by a company. For example, a consumer goods company may have product lines such as personal care, food products, household products, and beverages. A company with several product lines has a wider product mix and can serve a broader ______ _______ _____ _______ ______ ______ _______ _________ _______ ______ ___ __________.
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