Product

When it comes to the term ‘Product’ with Koot’s Brüt Vodka, we have it off pretty easy since we have a very small menu or line of product. But when it comes to figuring out how to organize our products, we use a technique called Product Mix or Portfolio. A “Product mix (or product portfolio) is the set of all product lines and items that a particular seller offers for sale.” (Marketing: An Introduction, Armstrong & Kotler, Page 22 Chapter 7) For example would be a company like Sony which has which a few portfolios such as Sony Electronics and Sony Pictures Entertainment but here at Koot’s we don’t have to worry about furthering ourselves in that direction because our market doesn’t call for that.

The product mix breaks down into three sub-categories which are length, depth, and width. All three of these will help organize ourselves in production and determine what we need to be successful in the production of our product. “Product mix length refers to the total number of items the company carries within its product lines.” (Marketing: An Introduction, Armstrong & Kotler, Page 23 Chapter 7) Basically referring to how many product lines your company produces. Fortunately, we provide only one product which is just Vodka. “Product mix depth refers to the number of versions offered of each product in the line.” (Marketing: An Introduction, Armstrong & Kotler, Page 23 Chapter 7) We at Koot’s have just one type of Vodka at the moment but are looking into opening up a new line of pre-mixed drinks. “Product mix width refers to the number of different product lines the company carries.” (Marketing: An Introduction, Armstrong & Kotler, Page 23 Chapter 7) Last but not least, Product mix “Consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.” (Marketing: An Introduction, Armstrong & Kotler, Page 23 Chapter 7) All of these are quite simple for our line of work since we provided a simple and straight forward product of Vodka with now flavored line and such that will drown out our prestigious natural flavors. Koot’s Brüt Vodka is simple but a luxurious vodka that isn’t drowned down by the glitz and glam that other brands might push onto the market.