It deals with the various techniques on how the company can manage its product lines and product mix.

2. How can a company
build and manage its
product mix and product
lines?
By:
Kartik Singla
Indian Institute of
Technology(BHU),
Varanasi

3. A group of
products
manufactured by a
company that are
closely related
because they
perform a similar
function, sold to
same customer
groups or fall
within a price
range.

4. The complete set of all products and
items a company offers for sale.

5. Managing
product
mix
Width
Length
Depth
Consis-
tency

6. Depth: The number of variants
offered of each product in a product
line.
Width: Number of product
lines a company has.

7. Consistency: This describes how
closely related the various product
lines are.
Length: The total number of items
in a company’s product mix.

9. Lengthen each line
Increase product variants
Pursue line consistency
Add product lines

10. Line
analysis
Line
length
Sales
and
Profit
Market
Profile
Line
Stretching
Line
Filling
Managing
Product Line

11. Managing “Sales and Profit”
can help determine which items to build,
maintain, harvest or divest.

12. Product line managers must review how
the line is positioned against competitor’s
line to enhance “Market Profile”

13. “Line Stretching” refers to
lengthening the product line beyond its
current range (whether up or down) to
attract buyers from all segments.

14. “Line Filling” means adding more
items within the present range to keep out
competitors and ensure tight grip in the
market.

15. “Some companies which narrowed down
the consumer need gaps by introducing
new product variants and forms!!”