In an age where customers crave choices and personalization, product strategy can make or break your business. Two powerful pillars of product strategy, product mix and product depth, often determine your brand’s appeal, impact, and future growth.

But what do these terms actually mean? How do you get the balance right between offering enough options and keeping things clear for your customers? And how do SaaS companies like Fostio and brands in any sector use these ideas to win more customers and boost revenue?

Let’s unpack these concepts in depth, using practical tables, real-world examples, and a step-by-step approach that you can apply to your own offerings.

What is Product Mix?

The product mix is sometimes called the product assortment, and it basically means everything you offer to your customers at one time. If your business were a restaurant, the product mix would be the entire menu, not just the appetizers or desserts, but every single dish.

A carefully designed product mix helps you meet customer needs, reach new markets, and remain competitive. Let’s break down the four main building blocks of a product mix.

Four Key Components of Product Mix

Visualizing the Components

Width: Imagine a store selling Laptops, Smartphones, and Tablets, so width is 3. Length: If the smartphone line has 5 models, the laptop line has 4, and the tablet line has 3, the length is 12. Depth: If each smartphone model comes in 3 colors and 2 storage capacities, that’s a depth of 6 for that model. Consistency: If all these product lines are electronics, the mix is highly consistent.

Read More: What is Product Marketing? Strategies, Tips, and Tools

Diverse Industry Examples

Retail (Walmart)

• Width: Groceries, clothing, electronics, pharmacy.

• Depth: Dozens of cereal types in groceries.

SaaS (Fostio)

• Width: Customer relationship management (CRM), email marketing automation, web analytics dashboards.

• Depth: Three to five price tiers, monthly and annual plans, optional add-on features in each.

What is Product Depth?

Product depth refers to how many versions or varieties exist within a single product line. If your product line is "ice cream," the depth might count the number of flavors, sizes, or even packaging options.

Key Elements of Product Depth

Types and Variations: Size (small, medium, large), color (red, blue, green), features (basic, pro), flavor, scent, etc. Pricing Plans: For software like Fostio, product depth often comes from tiered subscriptions.

Expanded Table: Product Depth in Practice

More In-Depth Examples

Consumer Goods

• Shampoos: Available for different hair types (oily, normal, dry), each with several scents and package sizes.

• Beverages: Cola available as regular, diet, zero sugar, in cans and bottles of varying sizes.

SaaS (Fostio)

• Plans: Starter, Growth, Pro, Enterprise.

• Optional Add-ons: Advanced analytics, custom integrations, priority support.

Fostio Table Example

Why Product Depth Matters

Choosing the right product depth is a strategic decision. Too little, and you miss out on customer segments. Too much, and you risk confusion or operational complexity. Here’s why getting it right is important.

Meets Varied Customer Needs

People want choices. By offering different colors, features, or sizes, you meet the unique tastes and demands of various customer segments.

Enables Effective Segmentation

More depth helps you target specific market niches. For example, “Starter” and “Enterprise” plans for Fostio let you serve both small businesses and large corporations.

Boosts Revenue via Upsell and Cross-Sell

When people start with a basic product, you can introduce premium options or add-ons as natural upgrades. Think Spotify Free to Premium, or Fostio’s Starter to Pro plans.

Drives Satisfaction and Loyalty

When customers feel like your products fit them, they’re more likely to stick with your brand and tell their friends.

Creates Competitive Advantage

Competitors can copy your core idea but not always your unique combo of variants, pricing options, and customer-centric touches.

Read More: A Complete Guide to SaaS Product Development

Examples of Product Depth in Action

Let’s bring these ideas to life.

Electronics

A laptop manufacturer offers:

• Multiple models (basic, gaming, business)

• Each with various processors, RAM, storage, screen sizes

• Plus color options and bundled accessories

Depth Table: Laptop Line

Cosmetics

A makeup brand’s foundation line may include:

• 30 plus different shades (for a variety of skin tones)

• Different finishes (matte, dewy)

• Formats (stick, liquid, powder)

• Multiple package sizes (travel, full-size)

SaaS Products (Fostio Example)

Fostio distinguishes its product depth by offering:

• Four core plans (Starter, Growth, Pro, Enterprise)

• Each plan includes a different set of features: user limits, storage, analytics depth, and support level

• Optional modules: “Social Media Integration”, “Advanced Reporting”, “API Access”

Fostio Table: Tier Comparison

Read More: User Personas: Solve Product Pain, Drive Growth

How to Define Product Depth – A 5-Step Framework

Ready to develop your own dazzling product depth? Here’s the practical approach, broken down.

Identify Your Core Product and User Segments

Figure out what your main product is and who your primary customers are. For Fostio: Core product = Unified Marketing Dashboard; key user segments = small business owners, marketing managers, enterprises.

Pinpoint Features to Differentiate

Determine which product characteristics matter most to your users. Could be features, customer support, performance, price, and more. In Fostio’s case: User count, analytics power, reporting, integrations, support type.

Create Logical Tiers or Variants

Organize product features into clear categories such as Starter, Pro, Enterprise. Or group by major feature differentiators: entry-level, advanced, specialized.

Set Pricing and Value for Each Tier

Clearly define what makes each variant unique; set prices so each tier delivers value and encourages upgrades. Make sure the journey from “basic” to “premium” is obvious and compelling.

Test, Iterate, and Adjust

Launch your lineup, listen to customer feedback, watch sales data, and don’t be afraid to revise or consolidate options.

Framework Table: Fostio Example

How Fostio Can Help

• Helps you organize and analyze your entire product mix in one dashboard

• Provides insights into which product variants or tiers are performing best

• Tracks customer preferences and buying patterns for better segmentation

• Offers tools for easy A/B testing and feedback collection on new product variants

• Lets you automate marketing for each product line or tier to target the right audience

• Generates clear reports to support data-driven decisions about expanding or optimizing your product depth

• Integrates with sales and support platforms so you can quickly adapt offerings based on customer feedback

• Simplifies launching, managing, and iterating on multiple plans or add-ons within your SaaS or e-commerce business

Conclusion

Product mix and depth are not just “nice-to-have” ideas. They are powerful levers that influence your ability to serve customers, grow revenues, and stand out in any market.

A thoughtfully designed product mix and depth allows you to help your customers find their “perfect fit,” compete on value, not just price, and evolve alongside customer needs and business trends.

Whether you’re building the next Fostio or running a retail operation, use these concepts to shape a lineup that’s appealing, adaptable, and primed for growth.

FAQs

1. What exactly is the difference between product depth and product length?

Product depth is about the number of variants within a line (for example, 10 types of toothpaste). Product length is the total number of all individual products you sell across all lines (for example, 4 kinds of toothpaste plus 5 mouthwashes plus 3 toothbrush packs = length 12).

2. Why would a SaaS like Fostio want lots of depth in its offerings?

Fostio can serve a wider range of customers and grow revenue by letting users upgrade their plans or add specialized features as they grow.

3. How do you know if you have “too much” depth?

If customers are overwhelmed by choices, or if you’re struggling to maintain or support all variants, you may need to simplify. Always check sales data and ask for feedback.

4. Can product depth change over time?

Absolutely. Seasonal releases, trending features, and user feedback often lead companies to add, remove, or revise product variants regularly.

5. How often should a business assess its product mix and depth?

At least annually, and ideally after any major product launch or market shift. Fast-moving industries like SaaS may even do quarterly reviews.