Bachelor of Business Administration (Hons) Finance

(BA242)

Principles and practice of Marketing (MKT420)

D1BA2421A

Discuss the Product Mix and Product Line

 Discuss the Product Mix and Product Line of Nestle Company

A product mix is the set of all products a particular seller offers for sale. A product
mix consists of various product lines and has a certain width, length, depth, and
consistency.

The width of a product mix refers to how many different product lines the
company carries. Nestlé’s range of product lines includes baby foods, milk, cereals,
dairy products, confectionery, ice cream and chocolates, culinary foods and pet care
products. Nestlé also provides a broad range of nutritional and flavored beverages
and offers product line with specific nutritional functions.

The length of a product mix refers to the total number of items in the mix. Nestlé
had an average product length of 2.8. Within the range of Nestlé’s milk products
include growing up milk, full cream, filled milk and adult milk.

The depth of a product mix refers to how many variants are offered of each
product in the line. For instance, Nestlé adult milk comes in two functional forms
(bone and heart health).

The consistency of the product mix refers to how closely related the various
product lines are in end use, production requirements, distribution channels, or some
other way. Nestlé’s product lines are consistent insofar as they are consumer goods
that go through the same distribution channels.
 Next, Nestlé had distinctive product lines catering to the needs of infant, young
children, adults who are concerned with their health and athletics who wants a
performance boost. Nestlé R&D has always been focusing on creating products with
micronutrient fortification to address deficiencies, therefore, with Nestlé’s expertise in
the field and food and nutritional sciences, they can aim to develop an additional
product line with a range of milk products cater for the management of elderly health.

Besides, the development of brain healthy fortified food is for the benefit of the
aging population in Singapore. In the longer run, Nestlé can also introduce a range of
new food products such as elderly snacks, healthy food and drinks and healthier
culinary products with a different positioning and target the different segments of the
silver market.