This presentation will provide information on the Product Mix of Tata Industries.

1. (2012-13)
Subject : Marketing Management
Topic : TATA PRODUCT MIX
Sr. No.
1)
113
Raj Sah
2)
126
Govind Singh
3)
136
Sheetal Tamkoria
4)
Submitted By :
Roll No.
Name
147
Sudhir Yadav
Submitted To : Dr. Daisy Sheby Thekkanal

2. WHAT IS A PRODUCT MIX ?
Product mix is the sum total of all products that a
company offers.
For ex : A pet food manufacturer may offer several varieties of dog
and cat food.
Products within a product mix can either be similar or variegated.
1)
2)
3)
4)
There are also four dimensions to product mix :
Width
Length
Depth
Consistency

4. The TATA Group is one of the premier business conglomerate of
India and was founded by Lt. Mr. Jamsedji Tata.
The Group is one of the most respected business house of India.
Its main industry covers seven sectors viz, engineering,
materials, energy, chemicals, services, consumer
products. Information systems and communication.
This US $22 Billion colossal business group employs around
246000 personnel across 85 countries in the world.
Further, the Group is also involved with a number of community
development works.

5. PRODUCT LINE OF TATA GROUP
1) Agricultural Inputs
2) Automotive
3) Aviation
4) Chemicals
5) Communication
6) Consultancy
7) Electronics
8) Energy
9) Engineering
10) Financial Services
11) Food Products
12) Hospitality
13) Information Technology
14) Materials
15) Publishing
16) Trading

6. WIDTH OF PRODUCT MIX (TATA GROUP)
The product mix width comprises of the total number of product
lines of a company.
The total product lines of TATA GROUP is around 16 stretching
across 7 sectors.
Width = No. of product lines
= 16 (aprox.)
Such high width of the TATA GROUP clearly signifies its position
in the Indian as well as International Market .

7. LENGTH OF PRODUCT MIX (TATA GROUP)
Product mix length pertains to the number of total products or items
in a company’s product mix i.e.
Length = (No. of Product lines) * (Brands within each line)
Talking of The TATA GROUP, the length of product mix is certainly
high.
Each one of the product line has numerous of products in it.
For instance : In the Automotive product line, there are different
brands like Tata Johnson automotive, Tata Motors, TC Springs HV
Axels and many more.

8. DEPTH OF PRODUCT MIX (TATA GROUP)
This pertains to the total no. of variations for each product.
Variations can include size, flavor, and any other distinguishing
characteristics.
For instance, Tata’s Land rover has various similar products like
Freelander, Defender, discovery.
Though Higher depth reduces the profit margin but due to larger
options for consumers to choose between, it results in higher sales.

9. Land Rover Product Mix

10. CONSISTENCY OF PRODUCT MIX (TATA GROUP)
This pertains as to how closely related product lines are to one
another in terms of use, production and distribution.
Tata Group has products whose consistency is low as the product
lines are vivid and huge in number.
But, in Product lines such as food products and communication, the
products and services can be availed at retail stores though the use
of both is entirely different.