4 Key Product Mix Elements for Product Demand

Try to think of your favorite brands; you’ll notice that…

Try to think of your favorite brands; you’ll notice that their business isn’t built on a single product. Instead, most companies offer a wide array of products they specialize in making. If you want to start your product line, it’s essential to understand how to use product mix elements

This article covers the definition of a product mix, its importance, and its elements. Let’s begin.

Flat lay of different apple products such as iPhones, iPods, etc.
Photo by Vinicius “amnx” Amano on Unsplash

What Is a Product Mix?

A product mix represents the different products sold within a company or a market segment. More explicitly, it refers to the various product types that differ in size, style, price, or manufacturer.

A product mix has four elements:

  • Width: the total number of product lines in a business.
  • Length: the total number of products in the mix. 
  • Depth: number of variants of a product line.
  • Consistency: the degree each product relates to the other in a product mix.

Why Is It Important?

A product mix is essential in understanding the complete picture of the market and each product type’s effect. It directly affects what consumers buy and the buying patterns that come with it. 

Have you gone to a store only to find that your wanted product isn’t available? It happens partly because there isn’t enough demand for every category of product you could create. 

A product mix balances needed and popular products with less popular and less necessary products. It ensures that a company sells all products and recoups production costs.

Product Mix Vs. Product Line

A product line is a grouping of items that work the same way and share some quality attributes. For instance, the Apple MacBook Pro laptops are part of the same product line. 

A product mix is a grouping of items that share certain qualities but differ in their uses.

4 Key Product Mix Elements

Here are some primary elements of a product mix.

1. Length

Product length includes all related products sold by a single brand. It can also refer to the number of stock-keeping units in a product line. 

For example, Samsung has several products in their Galaxy smartphone product line. 

  • S Series and Galaxy Folds for their flagships.
  • FE (Fan Edition) series for their mid-range offerings.
  • A series for budget-conscious buyers.

A product line is based on the premise that customers are more likely to buy products from a brand they already trust. Therefore, manufacturers introduce various products to capture sales from loyal customers.

2. Width

Product width or breadth refers to the variety of available products your company offers. They can come from different brands. A greater variety of products generally means more significant sales for the retailer. 

For example:

A shoe store may have over two hundred different products from different product lines from performance footwear brands like Nike, Adidas, New Balance, etc.

Retailers often have great product width because they function as one-stop shops. It’s also a way to manage the risk of products becoming obsolete. 

3. Depth

Product depth refers to the variety of a particular product in a line. The primary idea behind product depth is to give consumers options related to the product.

For example:

The iPhone 13 Pro Max comes in a variety of storage options. 

Product depth provides customers with flexible choices that allow them to match the product with their needs. 

4. Consistency

Product consistency refers to using a similar pattern and design for every unit in a product line. It also plays a role in covering a larger market and catering to a broad demographic. 

The more consistent a product line is, its production and marketing will be more cost-effective. Product consistency helps retailers recommend close alternatives for a particular product.

For example:

A retailer can recommend Adidas Solar Boosts to customers when the Adidas Ultraboost is out of stock. They are similar in performance, silhouette, and pricing.


A product mix is a subset of a product line which is a subset of a product family. Products lines by nature will have different features and quality levels, and each level will carry a specific market. To gain a broader market, the creator or creator of the product must create multiple lines which will then create different levels of quality as well.

Frequently asked questions

Who introduced 4ps of marketing?

E. E. proposed the 4 PS in 1960. McCarthy presented them in a managerial approach that covered analysis, consumer behavior, market research, market segmentation, and planning. Phillip Kotler, a popularizer of this approach, helped spread the 4 Ps model.

What is the product mix in marketing?

In the definition of a product mix, a company offers a total of product lines and services. Also known as product assortment or portfolio. Various companies offer different product mixes. There are several product lines with many products inside each line.

What are the 4 elements of the product mix?

  • Promotion
  • Price
  • Place
  • Product (or Service)

What are the 4 product mix dimensions?

A product mix, also known as product assortment, refers to the number of product lines a company offers to its customers. Four dimensions of a company’s product mix are width, length, depth, and consistency.

What are the 4 main elements of the retail marketing mix?

What have you learned about the retail marketing mix? You have identified and considered the four components that make up the marketing mix: product, price, place, and promotion.

What are the 4 stages of the product life cycle?

Life cycle is the time between a product first introduced to consumers and its reintroduction from the market. The life cycle of a product usually consists of four stages: introduction, growth, maturity, and decline.

What are the 4 types of marketing strategies?

The following categories are product, price, place, and promotion. The four Ps are often called marketing mix.

What are the 5 product mix strategies?

  • Pricing for product lines – the products in a product line.
  • Pricing options – items that are optional or accessory.
  • Product pricing – complementary products.
  • By-product pricing – by-products
  • Price bundles for several products.

What are the 4 Ps of product management?

It is important that you control the four variables pertaining to your marketing mix: Product, Price, Promotion, and Place.

What are the 4 Ps of marketing give an example of each?

Products, price, place, and promotion are the four Ps. They are an example of a “marketing mix,” or the combination of tools and methodologies used by marketers to achieve their marketing goals. In 1960, E. P. was inspired to conceptualize the 4 Ps.

What are the types of product mix?

  • Pricing styles for each type of product mix are explained in detail.
  • 1) Product line pricing
  • 2) Optional feature pricing
  • 3) Captive product pricing
  • 5) By Product pricing
  • 4) Two part pricing

What are the 4ms of marketing?

Marketing has 4 M’s. These principles are especially relevant to social media and influencer marketing, which are critical today.

Why are 4Ps of marketing important?

What is Marketing about? The 4Ps of Marketing or Product Mix is one of the most popular theories in marketing. Marketing strategies are designed to focus on all the major factors related to product, pricing, distribution, and promotion.

What are the key factors for product mix?

  • Demand:
  • Production Capacity:
  • Company’s goal of defining its product mix.
  • Production Costs:
  • Demand Fluctuation:
  • Competition:
  • Profitability is paramount to every business unit.
  • Rules and restrictions of government.

What are the elements of marketing mix?

  • Product (or service) Your customer is only interested in what your product or service can do for them.
  • Process
  • Promotion
  • Price. Pricing models are affected by many factors.
  • Packaging
  • Place
  • People
4 Key Product Mix Elements for Product Demand

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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