Question – 2 5 marks (200-250 words)
Assume the following products represent the product mix of Unilever. Briefly explain and arrange the product mix considering WIDTH, LENGTH, DEPTH, and CONSISTENCY.
The product mix is a combination of a set of products or services provided by an organization and involves product lines with associated items that consumers tend to consume together.
Product width refers to the total number of products or service lines offered by a company. Unilever has a product Width ranging from home care, personal care, and beverage products. Unilever’s product mix width includes Personal wash, Laundry, Skin care, Hair care, Oral care, Deodorants, Tea, and Spread.
Product Length refers to the summation of products or services offered by a company’s product mix. In the case of Unilever, it offers 20 products; hence the length of the product mix is 23.
Product depth refers to the number of differentiations or variants of each product in a firm’s product line. In this example of Unilever, Close-up, Unilever’s brand is available in three formations and in three sizes. Hence, the depth of the Close-up brand is 9 (3*3).
Product consistency relates to how product lines are close to each other; it provides closeness to use, distribution, and production. Consistency ensures the protection of the brand image. In Unilever’s case, close substitutes like pepsodent and Close-up can be distributed in the same distribution channel.
Classification as below;
Personal Wash - Lux, Dove, and pears.
Laundry - Surf excel, wheel, comfort, and Vim.
Skin care - Ponds and Vaseline.
Hair Care - Sunsilk and clear.
Oral Care - Pesodent and Close-up.
Deodorants have Axe and Rexona.
Tea - Brooke bond and Lipton.
Spread - Knorr, blue band, and walls.