Product Line Decisions

product line

A group of products that are closely related because they function in a similar manner, are sold to the name customer groups, arc marketed through the same types ofoutlet, or fall wiihin given price ranges.

We have looked at product strategy decisions such as branding, packaging, labelling and services for individual products. But product strategy also calls for building a product line, A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlet, or fall within given price ranges. For example, Volvo produces several lines of cars, Philips produces several lines of hi-fi systems and Nike produces several lines of athletic shoes. In formulating product line strategies, marketers face a number of tough decisions.

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