Product Mixing

A product mix is consists of all the product lines and items that a particular seller offers for
sale. Reckitt Benckisers product mix consists of six major product lines; Fabric Care,
Surface Care, Home Care, Health Care, Personal Care, Food. Each product line consists of
several sub lines/brands & each line has many individual items.
A companys product mix has four important dimensions; width, length, depth and
consistency.

i. Width
Product mix width refers to the numbers of different product lines the company caries.
Reckitt Benckiser markets a fairly wide product mix consisting of more than 100 brands
organized into six major product lines; Fabric Care, Surface Care, Home Care, Health Care,
Personal Care, Food, Pharmaceutical.
ii. Length
Product mix length refers to the total number of items the company carries within it is
product lines. RB typically carries many brands within each line. Each brand consists of
several individual items.
iii. Depth
Product line depth refers to the number of versions offered of each product in the line. RB
French's Mustard comes in a variety of flavors: Honey Dijon, Spicy Brown, Horseradish and
Honey.
iv. Consistency
The consistency of the product mix refers to how closely related the various product line are
in end use, production requirements, distribution channels , or some other way. RB product
lines are consistent insofar as they are consumer products that go through the same
distribution channels. The lines are less consistent insofar as they perform different function
for buyers.

Fabric Care

Surface
Care

Home Care

Health Care

Personal
Care

Food

Calgon

Cillit Bang

Finish

Strepsils

Veet

NoSalt

Vanish

Lysol

Airwick

Mucinex

SavlonDettol

Spray
nWash

Dettol

Mortein

Nurofen

Clearasil

Woolite

Harpic

Gaviscon

Cherry

Robin

Powerclean

Destac

Skincalm

Blanka
Calfort
Hydra
Excel

Clean &
Smooth
Espadol
Lanolin

Sprayfresh
Bom Ar
Neophos

Trix

Frenchs
Mustard
Frenchs Potato
Sticks
Frenchs Fried
Onions
Frenchs
Worcestershire
Sauce

Biactol

Franks RedHot

Pif Paf

Benagol

Sunbeam

Cattlemens

Haze

Nureflex

Sagrotan

Nugget

Dettols packaging is distinct in its very own way. The green & white colours are associated with
hospitals. All Dettol products have a sword on the pack, which is a symbol for fighting germs
and infection. Over the years, the clouding action and the sword have become synonymous with
the brand and have been creatively used in Dettol advertising.