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Introduction

Product mix can be defined as the mix of goods or products sold by a company. It is also known as sales mix, and can refer to physical products, or services. The company can be large or small. A small company that has found its niche may have a limited product mix. There are less products or services offered, but there's less opportunity for product failure. Larger companies have larger product mixes. While there's a greater chance that some of the products or services will fail, there are also more products with a chance to succeed. A good example of product mix is a health food store. They could have a limited product mix, offering a small variety of products, or offer more products for a greater product mix.

Product Mix
The product mix of a company, which is generally defined as the total composite of products offered by a particular organization, consists of both product lines and individual products. A product line is a group of products within the product mix that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges. A product is a distinct unit within the product line that is distinguishable by size, price, appearance, or some other attribute. A product mix is an important consideration for any firm. It offers the ability to expand your customer base by offering more products in more niches. Understanding the basics of a product mix will help you understand why it is so important to your organization.

Dimensions of Product Mix


A company's product mix has four important dimensions and those are width, length, depth, and consistency. These product mix dimensions provide the handles for defining the company's product strategy. The company can increase its business in four ways. It can add new product lines, widening its product mix. In this way, its new lines build on the company's reputation in its other lines. The company can lengthen its existing product lines to become a more full-line company. Or it can add more versions of each product and thus deepen its product mix. The company

can pursue more product line consistency-or less depending on whether it wants to have a strong reputation in a single field or in several fields.

Product Mix Width: It means the number of different product lines the company carries. Product Mix Length: Refers to the total number of items the company carries within its product lines. Product mix length depends on the size of the company and the industry on which it functioning and level of the competition. Product Mix Depth: This means the number of versions offered of each product in the line. Varity of products within same product line indicates the depth of any product mix. A lot of variation in products does not guaranty success some time few products can compete with a lot of others. Competiveness of market and customers trend are the main catalyst for product mix depth. Consistency of the Product Mix: How closely relate the various product lines are in end use, production requirements, distribution channels, or some other way. Consistency of product lines depends on the target customer, product positioning and distribution channels. Product lines will be less consistent if they perform different functions for buyers.

Walton Hi-Tech Industries Ltd


Walton Hi-Tech Industries Ltd. (Walton HIL) is the pioneer of Refrigerator, Freezer, Air Conditioner and Motorcycle Manufacturing Technology in Bangladesh. R. B. Group (Mother Company) is the country's top business Group in electrical and electronics, Motorcycle, Electricity generating equipments and other household electrical & electronics appliances using the brand name WALTON. The company has been running its business with a great reputation since 1977. Establishment of Walton HIL to manufacture Refrigerator & Freezer, Air Conditioner, and Motorcycle etc. in Bangladesh is a milestone in the path of success and reputation of the brand WALTON. Walton HIL has introduced first advanced research and manufacturing

technologies and equipments for household & commercial Refrigerator & Freezer, Motorcycle and Air Conditioner etc. in Bangladesh. The company desires to provide the latest technology based products with innovative design, excellent quality and different models & capacities. In this concern, Management of Walton HIL ensures their commitment to provide quality products at any cost. WALTON brands main products are different types of Televisions (CRT, LCD, LED), DVD Players, Motorcycles, Refrigerators & Freezers, Microwave Ovens, Steam Ovens, Domestic and Industrial Generators, Manganese & Alkaline Batteries, Air conditioners and various types of necessary and useful home appliances etc. Walton HIL is furnished with strong Research & Development (R&D) Division comprising with a large team of dedicated highly skilled engineers & technical personnel from home and abroad. It is fully equipped industrial set-up with annual production capacity of 1.2 million Refrigerator & Freezers, 0.15 million Motorcycle and 0.3 million Air Conditioners, 1.0 Million Televisions (CRT, LCD & LED). The Industry has its own Mold & Die making section, high precision molds & dies are made by the help of the state-of-the-art VMC, CNC Wire-Cut, EDM etc. machines. The company has three Poly Urethane Foaming Plants, three Thermoforming (Vacuum forming) Units; highly equipped Metal Forming Units with Powder Coating, Nickel-Chrome Plant & Die-Casting Section, and robot operated Injection Plastic Molding Plant, Highly equipped Test Lab, Printing & Packaging Section etc. Walton HIL always emphasizes on supreme priority to achieve customer satisfaction.

Product Mix of Walton Hi-Tech Industries Ltd


The first semi-automated Refrigerator and freezer manufacturer Company in Bangladesh named WALTON HI-TECH INDUSTRIES LIMITED (Walton HIL). It is considering first ever complete Refrigerator production unit in Bangladesh. This company desires to provide the latest technology based products with innovative design, excellent quality and different type of models as per expectation of customers. OEM and ODM are available. Walton not only produces refrigerator and freezer but also manufacture and assembles motorcycle, television, air-conditioner, DVD player, and generator.

Four Dimensions of Walton product mix are described below: Product Mix Width: It means the number of different product lines the company carries. Walton has all together 6 product lines and these are Walton Television: Walton purchases picture tube and other parts from South Korea and assembles television in Bangladesh. It achieved Bangladesh Gov. Successful model certificates for T.V assembling purpose. Walton has divided its television product on display panel basis line in to 3 sub lines: LED Television LCD Television CRT Television

Walton Motorcycle: Walton produces 100cc to 140cc motorcycle maintaining international standard quality as per requirements of its customers of different countries or regions. Walton motorcycle has security control system with voice alarm. Walton Motorcycle has introduced some special specifications like as mobile phone indicator, Digital gear display, Fuel location meter, Air shock absorber, Remote control, Hydraulic Brake, Anti-Theft lock and Alloy rim etc. Walton Motorcycle also has fuel efficient technology & Euro3 standard engine. Walton achieved ISO 14001 motorcycle certificate. Walton has divided its motorcycle product line on CC basis in to 4 sub lines: Walton Motorcycle 100cc Walton Motorcycle 110cc Walton Motorcycle 125cc Walton Motorcycle 140cc

Walton Refrigerator Walton Refrigerators are produced based on DECS technology. DECS Technology provides longer enduring cooling system, Energy consumption is very low, properly ensure exact moisture for proper nutrition and all food value. Currently Walton manufactures only frost refrigerator but trying to develop non frost Refrigerator. Walton has ISO 9001 and ISO 14001 Refrigerator certificate. Walton has divided its refrigerator product line on Cft basis in to10 sub lines: 10Cft

10.5Cft 11Cft 11.5Cft 12Cft 12.5Cft 13.5Cft 15Cft 20Cft 26Cft

Walton Generator Walton Generator scientifically developed technology that deliveries of Clean Power that means much more reliability but interruptions are very low. Walton Generator technologies are very smart. Generator operates with a click from remote location. Walton Generator has some special specifications like as Non Contact Transistor Ignition System, Automatic Voltage Regulator (AVR), Auto Circuit Barker, 50Hz Rated Frequency, 12-8.3A DC Output, 4-Stroke Engine and Digital Display Meter. Walton has divided its generator product line on fuel basis in to 2 sub lines: Diesel Generator Gasoline Generator

Walton Air Conditioners Walton only manufactures Split Air Conditioners. Walton Air Conditioner is highly efficient and silent in operation with an attractive design, long life operation with air purifying filter. Its products has digital display to easily read exact temperature setting, fully functioned cordless remote handset helps in easy setting of temperature, Power saving compressor, Programmable timer and Auto restart. Walton has divided its Air Conditioner product line on capacity basis in to 3 sub lines: 1Ton

Walton Television LED Television W24S20 W42L8E LCD Television W24E61 CRT Television SF21T11 & SF21U11 SF21D9B &SF29D9B SF21T10A & SF21U10A S21N91 & SF21T91 S14N07 & S21N07 S14N01 & S21N01 SF29T01 & SF21D 1.5Ton 2 Ton

Walton DVD: Walton manufactures high Quality DVD with Latest Technology.

Product Mix Length: Refers to the total number of items the company carries within its product lines. Product mix length depends on the size of the company and the industry on which it functioning and level of the competition. Walton has total 58 products out of its 6 Product line and those are:

Walton Motorcycle Walton Walton Walton Walton

Motorcycle 100cc Cruize-100cc Sprint-100cc Stylex-100cc

Motorcycle 110cc Fusion-110cc

Motorcycle 125cc Mars-125cc Sphinx-125 Fusion-125cc Jaguar ProV-125cc Xplore-125

Motorcycle 140cc Xplore-140cc Sphinx-125/140cc

Walton Refrigerator 10Cft 10.5 Cft W2DA 90 WD19 A WFF2 A3 11Cft 11.5 Cft D1H5 W3D2 A0 12Cft 12.5C ft W125 C W2D2 B0 13.5Cf t W2D2 D4 W2D2 GC W2D3 F5 15Cft 20Cft 26C ft WSS 5

Walton Generator Diesel Generator Silent Katrina-5000E Gasoline Generator Sparks- 4500/4500E Power Plus -1500E Power Max -3100/3100E Zet-1000 Spirit-1350 Zoom-1200 Power Craft -7000E Superia- 6000/6000E Excel- 2200/2200E

Walton Air Conditioner 1 Ton KF (R)-32GW/VK 1.5 Ton KF (R)-50GW/VK1 2 Ton KF (R)-70GW/T

Walton DVD DP601 DP602

Product Mix Depth: This means the number of versions offered of each product in the line. Varity of products within same product line indicates the depth of any product mix. Walton basically manufactures low to mid end product and its target customers are lower to middle class people. Wantons products compete with lowpriced Chinese and Malaysian electronic companys product not with high end, exclusive European and Japanese products. Considering above mentioned factors I think Waltons product mix is not so deep but not too shallow. Consistency of the Product Mix: How closely relate the various product lines are in end use, production requirements, distribution channels, or some other way. Consistency of product lines depends on the target customer, product positioning and distribution channels. Product lines will be less consistent if they perform different functions for buyers. Walton manufactures electric, electronics and mechanical products. It means its products lines are little bit assorted less consistent. Because T.V, refrigerator, dvd, air-conditioner are home appliance products and motorcycle and generator are mechanical products and these products customers do not belongs to similar group. But Walton has strong distributorship channel and all of its products used to display and sale under the same roof of a show room. In this point its distributor channel a little shaped up its less consistency of product mix.

Conclusion

Product mix is an important consideration for businesses that have large product or service lines. The proper product mix can increase sales by offering a product or service that will meet the demands of almost any consumer. A firm's product mix is particularly important in a competitive industry where there are multiple competitors competing for different customer segments.