Product mix strategy

The product mix is dependent on the the product line which is a group of closely
related products that are that are considered a unit because of marketing, technical or end use
considerations. So analyze the each product we have to know the two factors:
1. Sales and Profit
2. Market profile
According to the product mix (Product assortment) is come up both Product lines
and individual product. The product assortment is the set of all products and items which is
particular seller offers for sale.
The product line and the product mix are very much related with each other
because of their functionality is similar and that are sold to the similar kind of customer and
marketed similar kind of outlet within the given price ranges.
An individual Product is a distinct unit within the line of product by size ,price, appearance
,attribute.
A companys product mix has some important attribute which is given below :
Breadth: The breadth is also called assortment .It refers to the number of merchandise brands in
the merchandise line.The Van heusen has 3 different merchandise lines.
1. Formal wear
2. Party wear
3. Casual wear
Width: This refers to how many different product lines the company carries.
Van Heusen is the brand product/merchandise from the house of Madura fashion
ltd. So the company has different product lines for this particular vanheusen merchandise
product.

Trouser( Men
& Women)

Blazer & Suit (Men

& Women)

Accessories
(Men &
Women)
T-shirt and
casual
wear(Men
& women)

Shirt(Men
&Women)

Van heusen

Depth: This is refers to how many variants, shades, models ,pack sizes etc are offered of each
product in the time. the
The depth of merchandising refers to the average n.o. of SKU(Stock Keeping
Unit)Within Each brand of merchandise lines. Here Van heusen has 3 subbrand- Van heusen
sport, Van heusen Formal and V-Dot -3 SKU of sub brand. This SKUs largely shown in Retail
and showroom outlet.
Vanheusen products have various shades colour, sizes are available.
Men

Women

Type of Shirt

Casual, Formal, Sport

Casual,Formal

Size

Small, Medium, Large,Xtra large

Small,Medium,Large,Xtra large

Type of fabric

Giza cotton, cotton, Linen

Cotton,Non iron cotton,Polly

cotton,Sateen

Colour(Main)

White, Blue, Cream, Grey

White, Blue, Cream,Grey,Green

Colour shade

113 colour option

110 colour option

Sleeve Length

Full sleeves, Half Sleeves

long sleves,Short sleeves

Sleeve type

Round cuff ,chiseled cuff

Round cuff,Chiseled cuff,

Collar Type & size

Semi cut way collar and mandarin

Mendarine collar,Wing collarSpread

collar with the standard size

collar

39cm shirt collar size 15

33cm,34cm,35,36cm

40cm shirt collar size 15

37cm shirt collar size 14.76

42 cm shirt collar size 16

38cm shirt collar size 15.16

44cm shirt collar size 17

39cm shirt collar size 15.55

40cm shirt collar size 15.94
41cm shirt collar size 16.94
42cm shirt collar size 16.73
43cm shirt collar size 17.13

Shirt fit type

Slim, Regular fit, Custom fit

Slim fit,Regular fit, Custom fit

Type of trouser

Casual,Formal ,sport

Casual,Formal,Party

Trouser Size

28,30,32,34,36,38,40

24,25,26,27,28,30,31,32,33,34,36,38

Trouser Colour

White, Blue, Cream, Grey

White, Blue, Cream, Grey

Trouser fit type

Regular fit, Slim fit, Ultra slim fit

Regular fit,Slim fit

Type of fabric

Cotton, Poly viscose, Satin

Cotton,poly cotton,Satin

Type of T shirt

Casual ,Formal

Casual Formal

Size of T-shirt

S,M,L,XL,XXL

XS,S,XM,M,L,XL,XXl

Suit ,Blazer &

Formal,Party

Formal,Party

Slim fit,Ultra slim fit Regular Fit

Slim fit,Ultra slim fit Regular Fit

jackets type
Suit ,Blazer &
jackets fit type

Length: It refers to the total number of items in the mix.

Under the vanheusen product category various items are present:
For Men & Women
Shirt

Trouser

T- shirt &
casual wear

Blazer & suit

Accessories

1.cotton Shirt

1. Formal plate 1.Formal t-

1.Formal Business

1.Sunglass

2.Iron free

less trouser

shirt with base

suite(Men/Women)

2.Shoes

shirt

2.Plate trouser

colour

2.Waist coat

(Casual and

3.Wrinkle free

3.Cotton

2.Party T-

3.Single breasted

Formal)

shirt

trouser

shirt

blazer(Men/Women)

3.Wallet

4.3x Drier

4.Iron free

3.Batches t-

4.Evening

4.Leather Bag

shirt

trouser

shirt

Blazer(Men/Women)

5.Belt

5.Crush free

5.Stretchable

4.V neck

6.Shocks

shirt

trouser

5.Round neck

7.Jewellery

6.Premium

6.Jeans

7. High neck

8.Tie

collar

9.Travel Bag

shirt
7.Party shirt
(Corporate)

Consistency: This refers to how closely the various product lines are related in end
use,Production requirements distribution channels.
The Van heusen products contact their delivers an impression that can strengthen or weaken the
customer view of the company.So the company use various channel for communication to reach
their end user. The common channels are Advertising,Sales promotion,Public Relation,Personal
selling,Direct marketing.
Also the Company distribute the Van heusen product through Retailer,Wholeseller and
Franchise.Now they are very much dependent on online store to distribute their product among
the end user.