Product line

A product line is a group of related products that are offered for sale. Unlike product bundling, where several products are combined into one, product line creation involves offering several related products individually. A line can comprise products of various sizes, types, colors, quantities, or prices.

• La depth of the line refers to the diversity of sizes, colors and models offered.
• La amplitude of a line is measured by the number of product lines you understand.
• La consistency of a line refers to how related the products that make up the line are.
• La vulnerability of the line refers to the percentage of sales or benefits derived from just a few products in the same.
• La portfolio length involves counting all products that exist within the portfolio. It is the total number of products that the brand offers to the market.

The number of different lines that a company offers for sale is known as the breadth of the product mix. The total number of products sold in all lines is known as the length of the product mix. If a line of products is sold under the same brand, it is known as a family brand. When a product is added to a line, it is said that there has been an extension of it. When you add a line extension of better quality than the current products, it is said that there has been brand leverage. When the line extension is of lower quality than the other products, there has been an impoverishment of the brand. You are gaining short-term sales at the expense of long-term sales.

Line pricing consists of setting a limited price band for all products in the line. This is a tradition that goes back to the first five and dime stores where everything was 5 or 10 cents. Its main advantage is that it makes business management easier, but its disadvantage is its inflexibility, especially in times of high inflation or unstable prices.