Product Mix

Also known as product assortment, it refers to the total number of product lines that a company offers/provides for its customers. Usually these types are segregated into 4 dimensions such as:

Width

The width defines the number of product lines that a company sells.

Length

Length here defines the total number of products in the product mix.

Depth

Depth refers to the number of variations for each product in terms of size,flavour etc.

Consistency

Consistency here defines how closely the product lines are related to one another in terms of use, production and distribution.

Product Market Mix Strategy

Small companies usually start out with a product mix limited in width, depth and length; and have a high level of consistency. However, over time, the company may want to differentiate products or acquire new ones to enter new markets. A company can also sell the existing products to new markets by coming up with new uses for their product.

Kinley was launched in 2000 with 500ml pack. At the time of its launch, three categories of mineral water were prominent in the market. These were pouches, retail PET and bulk (20 litres capacity). By 2002, the packs were available in 500ml, 1 litre, 1.5 litres, 2 litres, 5litres, 20 litres, and 25 litres.  Apart from this, 200ml pouches were made available in the rural areas. Also kinley launched “ kinley soda “ in 2002 thus entering the soda segment .