Understanding the Difference Between Product Line and Product Mix

What is a Product Line?

The term product line refers to a series of related products that share common characteristics and are marketed under a single brand. These products serve a similar purpose but may differ in features, functionality, and price. For instance, Apple's product line for iPhones includes various models such as the iPhone 13, iPhone 14, and iPhone SE. Each model fulfills the primary function of a smartphone but varies in terms of design, technology, and pricing.

Understanding the Product Mix

The product mix, also known as the product assortment, is a company's total range of products offered to their customers. It encompasses all the various product lines and individual products within those lines.

Components of Product Mix:

Width: The number of different product lines a company offers. Length: The total number of products within the product mix, which is the sum of all products in all product lines. Depth: The number of variations of each product in a product line, such as different sizes, colors, or features. Consistency: How closely related the product lines are in terms of use, production, or distribution.

Examples of Product Line and Product Mix

Let's revisit the example of Apple to better understand these concepts.

Product Line

Product Line: iPhones, iPads, MacBooks Variants: Within each product line, Apple offers various models and variations, such as iPhone 13, iPhone 14, and iPhone SE for iPhones; iPad Pro, iPad Air, iPad Mini, etc. for iPads; MacBook Pro, MacBook Air, MacBook with M1 Chip, etc. for MacBooks.

Product Mix

Product Line: iPhones, iPads, MacBooks, etc. Individual Products: All the individual models and variations within each line, such as iPhone 13, iPhone 14, iPhone SE, iPad Pro, iPad Air, iPad Mini, etc. and all variants of MacBooks. Measures: Number of product lines (width), total number of products (length), depth of each product line, and consistency (how closely related the product lines are).

Product Line vs. Product Mix: Key Differences

Product line is a subset of product mix. While a product line targets a specific category of products, the product mix refers to the broader range of products offered by a company. For example, Detergents can be considered a product line, and liquid detergents, powder detergents, and bar soaps would be the variants within that line. Similarly, an FMCG company might have multiple brands for a single product type, each serving a different market segment.

Understanding both product line and product mix is crucial for developing an effective marketing strategy. By analyzing customer preferences and market trends, companies can optimize their product offerings to meet consumer needs and enhance brand loyalty. This comprehensive approach ensures that a company’s portfolio remains diverse and competitive in the ever-evolving market landscape.