Product Mix

Marico offers numerous products under different brand names. The product mix for Marico would include categories such as hair care, skin care, fabric care and health foods. 

Product Mix

Product mix is the set of products and services sold by a company. It is also called 'product assortment'.

Product Width:

The number of different products offered by the company. Marico, it deals with hair oil, hair care, edible oil, deodorants, personal wash and fabric care categories.

Product Line:

The product line for Marico encompasses 11 brands: Parachute, Parachute Advansed, Nihar, Parachute Body Lotion, Saffola, Hair and Care, Livon, Nihar Uttam, Set Wet, Revive and Mediker. 

It refers to a group of products that perform a similar function, are sold to similar consumer groups and are marketed through the same outlets, or fall within the same price range. 

Product Depth:

The number of variants within the product line. Marico has:-

1. Parachute coconut oil

2. Parachute Advansed: Jasmine, Scalp Therapie, Hot Oil, Ayurvedic Hair Oil, Aftershower, Advansed Coconut Hair Oil. These brand variants of Parachute each offer a new value-add for the customer.

3.Nihar Naturals: Shanti Badam Amla Hair Oil, Coconut Hair Oil

4. Parachute Advansed Body Lotion: Parachute Advansed Soft Touch, Deep Nourish, Summer Fresh, Butter Smooth, Summer Fresh Lotion Spray

5. Saffola: Saffola oils (Total, Gold, Active, Tasty), Saffola Salt Plus, Saffola Oats (100% Natural, Masala Oats, Fruit and Nut Oats), Saffola Muesli

6. Hair and Care: Silk-n-Shine, Hair and Care Hair Oil

7. Livon: Silky Potion, Hair Gain Tonic, Cream Conditioning Colour

8. Nihar Uttam: Coconut oil

9. Set Wet: Deos (Bite, Rave, Lounge, Cool, Macho, Adventurer, Sexy, Casanova, Romeo), Perfumes(Cool, Devil), Hair Gel (Cool Hold, Vertical Hold, Casual Hold, Ultimate Hold, Wet Look, Zatak

Product Consistency:

It defines how closely related are the various brand variants with respect to end use, production and distribution channel etc.

Explore

Exploring is the options for new products to fill the line by modernizing and stretching it. For example, Parachute may want to com out with a hair oil for different skin types, like acne prone, building on the insight that many people with skin problems refrain from using Parachute oil.

BCG matrix:

                                                                                Source

Deals with the cash flow of various brands.
For Marico, the Star is Parachute, Saffola
                  Question mark is Hair & Care
                  Cash Cow is Set Wet, Zatak and Livon
                  Dog is Mediker