Product mix (product line portfolio )

Product mix (product line portfolio) is a set of products and services offered by a company. It is the combination of items a company offers to its customers. A product mix comprises the total range of product related variables a company has to work with, such as product design, product features, packaging, colours, branding and pricing. Companies usually have several different types of product mixes to choose from, depending on the market they are targeting and the needs of their consumers. These mixes may include consumer products, industrial products, services and agricultural products. Product mixes can be varied continually over time to ensure the company stays relevant and competitive.