Marketing

1) The four dimensions of a company’s product mix include width, length, depth and consistency.
A) Width: The width of a company’s product mix refers to the number of product lines sold by the company.
B) Length: The length of a company’s product mix refers to the number of total products or items in a company’s product mix.
C) The depth of a company’s product mix refers to the total number of variations of each product.
D) The consistency of a company’s product mix refers to how closely product lines are related to one another in terms of use, production and distribution.
General Mills’ product mix makes use product lines including: baking products, dough/pastries, fruit, cereals, ice cream, meals, organic/natural, pasta, pizza, snacks, soups, vegetables, and yogurt. Hence the width of the company is about 13 product lines. General Mills has exactly 13 product lines and each product line contains an average of 5 brands. This means the company’s product mix has a total length of about 65.
General Mills’ provides a huge variation of each product. All the different types of products are varied in terms of flavors and/or size. The depth of General Mills’ product mix is nearly incalculable due to the many product lines, and brands presented within each product line with each having its own many variations.
The product mix presented by General Mills has a high level of consistency as all the products sold are related to one another. All products from the company are edible and fall under the “food” category.