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Control
Your
Product
Mix,
Control
Your
Destiny!
White
Paper
Emcien
Corporation
www.emcien.com
Emcien
White
Paper
–
Product
Mix
Management
The
Explosion
of
Product
Variety
In
this
“Information
Age”
of
consumerism,
buyers
have
access
to
more
information
than
ever
before.
They
can
choose
products
based
on
exact
feature
choices
before
they
buy.
This
allows
them
the
luxury
of
being
more
selective
in
buying.
This
customer
luxury
has
translated
into
a
serious
challenge
for
manufacturing
companies
and
their
distribution
channels.
To
meet
the
feature
choice
demand
and
maintain
market
share,
companies
are
offering
more
and
more
feature
choices.
The
result
is
unprecedented
product
proliferation,
increased
costs
and
caused
tremendous
inefficiency
in
the
supply
chain.
Companies
today
have
global
supply
chains
to
take
advantage
of
the
benefits
of
cost
differentials.
The
extended
supply
chain
further
aggravates
the
cost
of
managing
proliferated
products,
making
it
almost
impossible
to
manage
the
product
mix
across
long
time
horizons
and
multiple
locations.
A
poor
product
mix
can
destroy
all
the
benefits
of
even
a
well‐oiled
supply
chain.
To
survive
in
this
environment,
it
is
mandatory
for
a
company
to
manage
its
product
configuration
mix
by
quantifying
its
impact
on
the
supply
chain.
What
is
Product
Mix
and
Where
Does
it
Fit?
The
Product
Planning
Group
is
typically
responsible
for
the
product
mix.
Product
Planning
may
take
into
account
sales
performance
of
the
product,
market
surveys
for
the
category,
and
market
trends.
The
output
from
Product
Planning
is
the
Product
Mix.
The
Product
Mix
is
the
set
of
product
choices
that
a
customer
will
be
allowed
to
order.
It
includes
all
feature
choices
and
feature
combination
choices.
This
defines
the
number
of
“customer
orderable
combinations”
the
company
needs
to
plan
to
build
and
support.
www.emcien.com
2
Emcien
White
Paper
–
Product
Mix
Management
The
Product
Mix
is
an
input
into
all
order
entry
systems
with
which
a
customer
interfaces,
including
sales
configurators
and
price
sheets.
The
Product
Mix
is
also
an
input
into
the
supply
chain
planning
systems.
The
supply
chain
systems
are
tasked
with
planning
for
the
source,
make
and
delivery
of
the
product
mix
that
has
been
determined
by
the
Product
Planning
Group.
How
is
Product
Mix
Planning
Typically
Done
Today?
Today,
while
most
departments
have
automation
tools
to
facilitate
their
jobs,
over
90%
of
product
planners
store
and
manipulate
their
product
configuration
mix
on
Excel
spreadsheets
or
homegrown
tools.1
Product
planners
have
to
manage
a
dynamic
product
mix
for
a
changing
marketplace
and
the
different
spreadsheets
sheets
are
very
hard
to
synchronize,
and
often
do
not.
The
product
mix
is
composed
of
configurations
with
long
feature
lists,
which
require
multi‐dimensional
data
manipulations,
well
beyond
the
capabilities
of
simple
spreadsheets.
Due
to
the
lack
of
tools,
50%
of
managers
have
a
portfolio
planning
effort
only
once
or
twice
a
year,
and
more
than
25%
do
not
have
product
portfolio
planning
meetings
at
all.2
Due
to
the
lack
of
tools,
companies
are
struggling
to
manage
and
maintain
the
product
mix.
As
the
market
shifts,
product
planners
react
by
adding
feature
choices
to
the
product,
without
quantified
metrics
on
the
impact.
Features
choices
are
rarely
eliminated
due
to
the
lack
of
quantified
what‐if
analyses.
This
manifests
in
product
complexity
chaos
across
the
enterprise.
Product
proliferation
adds
tremendous
uncertainty
to
the
planning,
delivery
and
support
of
the
product.
Impact
of
Product
Mix
on
Your
Customers
It
hardly
needs
to
be
stated
that
the
product
mix
defines
the
face
of
the
company
that
the
customer
will
see
and
experience.
Customers
buy
products
based
on
availability
of
their
preferred
feature
choices.
If
a
customer
is
inundated
with
feature
choices,
it
results
in
a
poor
customer
experience.
In
a
survey
of
customers
for
mobile
devices,
over
45%
said
too
many
product
choices
prevented
them
from
actually
making
a
purchase
decision3.
In
1
Chief Marketing Officer Council Survey – 2006.
2
Chief Marketing Officer Council Survey – 2006.
3
Source – RBC Capital Markets Survey, 2006, Consumers' mobile technology purchasing criteria,
Conducted by InsightExpress.
www.emcien.com
3
Emcien
White
Paper
–
Product
Mix
Management
Impact
of
Product
Mix
on
Your
Supply
Chain
The
supply
chain
planning
solutions
have
to
source,
make
and
deliver
on
the
product
mix
that
is
handed
to
them
by
the
product
planners.
The
product
mix
typically
contains
all
the
feature
choices
that
the
customer
is
allowed
to
order.
The
supply
chain
has
to
plan,
prepare
to
build,
and
deliver
all
possible
combinations
of
the
product
mix
that
have
been
offered
to
the
customer.
This
can
be
a
very
large
number.
For
a
typical
PC
computer
that
number
can
be
well
over
a
one
million
configurations!
These
million
configurations
also
have
a
very
large
number
of
parts
that
have
to
be
planned
and
stocked
in
the
right
quantity.
The
product
mix,
as
given
by
Product
Planning,
does
not
contain
information
of
how
the
mix
is
going
to
satisfy
the
customer
orders.
How
many
units
of
each
configuration
are
required?
So
why
is
this
important?
It
is
important
because
the
supply
chain
is
measured
on
product
availability
and
service
levels.
The
product
availability
depends
on
stocking
the
right
quantity
of
parts
or
the
right
configuration
mix
of
finished
goods.
Without
this
critical
information,
the
supply
chain
will
have
to
carry
more
parts
and
finished
goods
as
the
product
configurations
grow.
A
common
symptom
of
this
is
‘too
much
inventory
and
shortage
of
the
right
parts.’
If
the
company
builds
finished
goods
inventory,
it
is
very
common
to
see
a
build‐up
of
‘wrong
product
mix
inventory’.
The
supply
chain
manages
the
units
at
the
SKU
(Stock
keeping
unit)
level,
and
does
not
have
knowledge
of
the
feature
mix
of
the
SKU.
So,
if
two
SKU’s
are
identical,
except
for
one
feature,
the
supply
chain
cannot
detect
it,
and
will
stock
them
as
two
different
units.
An
example
is
two
identical
cell
phones,
one
with
Bluetooth
and
one
without.
These
two
units
may
both
satisfy
a
customer
who
doesn’t
need
Bluetooth
once
you
have
feature
level
visibility.
But
supply
chain
systems
do
not
have
feature
visibility,
and
cannot
make
option
tradeoffs
to
consolidate
configurations.
Hence
the
supply
chain
cannot
fix
product
4
Conversion rate is percentage of online traffic that makes a purchase on first visit.
www.emcien.com
4
Emcien
White
Paper
–
Product
Mix
Management
proliferation.
Only
the
product
planners
have
visibility
into
the
feature
choices
of
configurations,
and
the
authority
to
change
the
mix.
Hence
the
supply
chain
suffers
with
rising
cost
and
reduced
efficiency
when
it
has
to
support
a
poor
product
mix.
Take
Control
of
Your
Product
Mix
Companies
are
beginning
to
recognize
that
their
product
mix
is
one
of
the
biggest
drivers
of
customer
experience
and
supply
chain
costs.
Over
75%
of
Fortune
500
manufacturers
have
a
current
initiative
to
address
their
product
complexity,
with
very
high
executive
sponsorship
and
visibility.
The
success
of
these
projects
rest
on
understanding
that
product
mix
management
is
not
an
island.
A
successful
mix
can
be
quantified
with
metrics
on
the
upstream
and
downstream
operations.
The
three
basic
efficiency
metrics
of
Product
Mix
are:
1. Number
of
configurations
2. Demand
Coverage
by
Configuration
3. Number
of
unique
parts
required
Reduced
configuration
efficiency
(smaller
percentage
demand
captured
by
each
configuration)
500
configurations
cover
70%
of
the
demand
(total
=
2700
configurations)
Number
of
Configurations
is
one
of
the
most
important
indicators
of
product
complexity.
The
number
of
product
configurations
offered
to
the
customer
is
typically
bigger
than
the
actual
number
that
gets
ordered
in
any
one
model
or
product
cycle.
However,
very
few
companies
monitor
the
actual
number
of
configurations
offered
or
ordered.
Demand
Coverage
by
Configuration
is
sometimes
called
configuration
attach
rate
or
configuration
take
rate.
This
is
the
percentage
of
demand
that
a
configuration
satisfies.
Few
companies
have
started
to
recognize
the
importance
of
this
metric,
and
it
is
now
being
called
the
“efficiency
of
a
configuration”.
High‐efficiency
configurations
can
capture
a
high
percentage
of
demand.
Low‐efficiency
www.emcien.com
5
Emcien
White
Paper
–
Product
Mix
Management
configurations,
as
the
name
suggests,
cover
a
very
low
percentage
of
demand.
Understanding
what
feature
attributes
the
customers’
value,
and
offering
features
in
a
configuration
that
gives
customers
more
than
they
ask
for,
can
create
high‐
efficiency
configurations.
These
are
robust
configurations
and
have
high
inventory
turns
in
a
supply
chain.
Low
efficiency
configurations
have
low
turns
because
they
satisfy
such
a
small
demand
that
they
are
usually
stocked
in
the
wrong
place
at
the
wrong
time.
These
configurations
result
in
aging
inventory,
high
logistics
cost
and
poor
capital
utilization.
Many
companies
split
their
product
offering
between
build‐
to‐order
and
build‐to‐stock
based
on
the
efficiency
of
the
configurations.
Number
of
Unique
Parts
is
a
very
important
metric
for
a
product
mix.
As
the
number
of
configurations
proliferates,
typically,
so
do
the
number
of
parts.
However,
this
is
not
always
the
case.
A
very
large
number
of
configurations
can
be
built
with
a
common
set
parts.
The
configuration
take
rate
can
be
used
to
compute
the
parts
requirements.
However,
due
to
the
lack
of
product
mix
planning
tools,
most
companies
cannot
compute
this
metric.
This
results
in
parts
proliferation,
adding
tremendous
cost
to
manufacturing.
Companies
that
attempt
configuration
reduction
or
complexity
reduction
projects
without
paying
attention
to
these
basic
product
mix
metrics
will
not
see
any
financial
improvement.
On
the
contrary,
it
may
be
an
exercise
in
futility
because
when
the
benefits
do
not
pan
out,
the
marketing
group
will
bring
the
configurations
back
due
to
fear
of
customer
and
revenue
loss.
Successful
Case
Study
In
Product
Mix
Management
A
Fortune
500
PC
manufacturer
was
struggling
with
product
complexity
and
feature
proliferation.
The
company
offered
its
products
through
online
sales
and
retail
channels.
The
product
mix
in
each
channel
was
bloated.
The
parts
inventory
was
building
up
due
to
the
growing
option
choices
on
all
the
PC
models.
While
the
company
had
an
efficient
supply
chain
with
suppliers
carrying
parts
inventory
until
needed,
the
supply
chain
cost
was
rising.
The
retail
channels
were
unhappy
that
the
PCs
were
not
turning.
The
numbers
of
parts
was
exploding
and
the
company
did
not
know
what
parts
to
eliminate
while
filling
the
orders
and
keeping
customers
happy.
Solution
Approach
The
solution
to
addressing
the
complexity
was
approached
by
first
understanding
the
customer
configuration
choices
by
channel,
and
by
region,
using
existing
sales
data.
Since
the
company
offered
a
build‐to‐order
option
for
online
sales,
information
was
available
on
how
the
customers
had
configured
the
machines.
While
the
PCs
had
a
very
large
number
of
feature
choices,
the
data
showed
that
customers
select
feature
choices
in
very
distinct
patterns.
This
pattern
of
buying
is
called
combined
take
rates
or
feature
clusters.
For
example,
for
high‐end
gaming
machines
customers
selected
video
cards
and
memory
based
on
related
CPU
and
software
choices.
The
knowledge
of
these
combined
take
rates
can
be
used
to
bundle
the
product,
and
used
with
feature
upgrades
and
standardization.
The
total
number
of
configurations
is
reduced
while
giving
the
customer
more
than
what
he/she
asked
for.
www.emcien.com
6
Emcien
White
Paper
–
Product
Mix
Management
While
customers
buy
PC’s
for
the
right
feature
mix,
they
will
quickly
settle
for
a
configuration
that
is
close
enough
to
their
choice.
So
understanding
the
popular
Original
demand
coverage
curve
(454
configurations
to
cover
80%
demand
in
retail)
30
Optimized
configurations
to
cover
80%
demand
feature
attachments
was
very
useful
in
coming
up
with
the
standardized
product
configurations.
This
was
only
possible
because
Emcien’s
tools
allowed
option
trade‐
off
analysis
and
configuration
optimization.
The
PC
company
has
improved
product
margins
by
1.5%
and
the
retail
inventory
turns
have
doubled.
This
has
translated
to
tens
of
millions
of
dollars
to
the
bottom
line.
The
computer
market
is
very
volatile,
demand
is
constantly
shifting
and
products
are
constantly
changing.
The
company
recognized
that
the
product
planners
needed
tools
to
maintain
a
constantly
streamlined
product
mix
and
ensure
an
efficient
supply
chain.
What
Is
Not
Obvious
When
You
Eliminate
Options
Companies
that
undertake
complexity
reduction
projects
tend
to
cut
options
with
low
attach
rates.
However,
this
single
dimensional
view
of
customer
demand
can
result
in
poor
market
outcomes:
The
low‐take
option
may
be
the
only
choice
for
a
profitable
model
or
configuration,
which
in
turn
has
a
low
take
rate.
Eliminating
this
low‐take
part
can
erode
margins
and
cause
loss
of
valuable
customers.
On
the
other
hand,
there
may
be
a
case
for
eliminating
an
option
that
may
not
be
so
obvious.
An
option
may
have
a
high
attach
rate,
but
may
be
splintered
across
the
tail
configurations
for
many
models.
While
this
option
has
a
high
attach
rate,
eliminating
it
reduces
complexity
in
many
models
at
once!
Managing
product
configurations
requires
tools
with
the
capability
to
analyze
the
product
at
the
configuration
level
of
detail.
Single
dimensional
views
of
the
product
can
result
in
wrong
conclusions
–
hence
wrong
product
decisions.
www.emcien.com
7
Emcien
White
Paper
–
Product
Mix
Management
Conclusion
We
have
all
heard
of
the
frog
that
will
sit
in
water
without
realizing
it
is
heating
up,
until
he
is
cooked.
Similarly
–
product
configurations
have
slowly
crept
up
on
us.
A
problem
that
was
easy
to
manage
with
sheets
of
paper
and
spreadsheets
is
now
a
critical
problem
that
is
defining
the
cost
and
efficiency
of
the
supply
chain.
We
read
about
companies
like
Dell,
who
are
the
gold
standard
in
supply
chain
efficiency,
struggling
to
manage
product
configurations.
Today’s
competitive
environment
is
global,
with
extended
supply
chains,
demanding
customers,
and
shortening
product
lifecycles.
Companies
that
want
to
survive
in
this
environment
will
need
to
manage
their
product
mix
with
an
eye
on
the
supply
chain.
Section
Summary
Points
• Product
proliferation
adds
tremendous
uncertainty
to
the
planning,
delivery
and
support
of
the
product.
• Customers
are
willing
to
pay
a
little
more
to
avoid
the
hassle
of
wading
through
unlimited
choices.
• The
supply
chain
suffers
with
rising
cost
and
reduced
efficiency
when
it
has
to
support
a
poor
product
mix.
• Companies
that
attempt
configuration
reduction
or
complexity
reduction
projects
without
paying
attention
to
these
basic
product
mix
metrics
will
not
see
any
financial
improvement.
• Managing
product
configurations
requires
tools
with
the
capability
to
analyze
the
product
at
the
configuration
level
of
detail.
www.emcien.com
8
Emcien
White
Paper
–
Product
Mix
Management
About
Emcien
Emcien
is
an
Atlanta,
GA‐based
software
firm
dedicated
to
solving
complexity
problems
in
the
discrete
manufacturing
industry.
Companies
are
dealing
with
unrelenting
pressure
to
reduce
costs
in
their
manufacturing
and
supply
chain
operations.
Emcien
offers
a
unique
software
solution
to
help
optimize
product
mix
to
maximize
profits.
To
learn
more
about
Emcien,
visit
www.emcien.com.
www.emcien.com
9