Marketing to Go: Product Mix The Checkerboard Design and Marketing Podcast

The following audio is from a blog post and video in our Marketing-to-Go series. Marketing to Go: Product Mix

The product mix is a table that categorizes a company’s products into “product lines.” Large companies with many products may have groups of lines called silos or platforms. If a company doesn’t categorize its products and consider its product mix, confusion can result. Having a methodical system of organizing products is much more efficient and easier to work with. In addition, once a company has organized its product mix and come up with a written system of categorization for its products, this categorization can be used across the company.

A product mix table can provide a nice overview and also identify opportunities as well as problems. For example, a chain of trendy women’s clothing stores may offer a huge variety of merchandise to its customers. The people who manage the chain’s new offerings need to keep track of all the merchandise by category, to make sure that each season they offer casual clothing, professional clothing, activewear and accessories. If management assembles a product mix table for the new season and notices that there are no new activewear styles, they can put more effort into that area.

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