1. Product Mix

2. What is Product Mix
 Product mix is the total number of product choices a
company offers their customers.

3.  Product mix usually refers to the
1. length (the number of products in the product
line),
2. breadth (the number of product lines that a
company offers),
3. depth (the different varieties of product in the
product line), and
4. consistency (the relationship between products in
their final destination) of product lines.

4.  Product mix is sometimes called product assortment.
 Product mix consist of product variety, size,
packaging, labelling etc.

5. ITC Product Mix
 Large group of industries may have diversified products
within core competency. Larsen & Toubro Ltd, Godrej,
Reliance, TATA, ITC etc. in India are some of the examples.
 FMCG
1. Food: Aashirwad, Sunfeast
2. Cigarettes: Insignia, India Kings, Gold Flakes
3. LIFESTYLE-retailing: Wills Life style, John Player
4. Stationary: Classmate, Perfect Craft, Expressions
5. Personal care: Fiama’ D wills, Vivel, Superia
6. Safety Matches: Mangaldeep
7. In scent sticks: Mangaldeep
8. Kitchen of India: Curry pastes, Biryani, Chutneys, Desserts