Product line

Product line strategies

1. PRODUCT PLAN

2. Key Product Mix Strategies
Expansion:Acompanyincreasesthenumberofproductlinesor
depth
Contraction:Acompanynarrowsitsproductmixtoeliminatelower-
performingproductsorlinesortosimplifyremainingproductsor
lines.
ChangeanExistingProduct:Acompanyimprovesacurrentproduct
ratherthancreatingacompletelynewproduct.
ProductDifferentiation:Withoutmodifyingtheproductinanyway,
acompanypositionsitasasuperiorchoicetoacompetitive
product.

3. Key Product Mix Strategies
DeepeningDepth:Acompanykeepsexistinglinesbutexpands
them.
DevelopingNewUsesforExistingProducts:Acompanyfindsand
communicatesnewusesforcurrentproductswithoutdisturbing
linesorproducts.
TradingUp:Acompanyaddsahigher-costproducttoanexistingline
toimprovebrandimageandincreasedemandforitslower-cost
products.
TradingDown:Acompanyaddsalower-costproducttoanexisting
lineofhigher-costproducts.

4. Product Mix extention

5. Sameproduct,
differentflavours,
orscents.
Product length

6. pDifferentsizes
Product Mix depth

7. Commercialization
Thefinalstageinthemanagementofanewproductisitsincorporationinto
themarket.Thesuccessorfailureofcompaniesinthisaspectismeasuredby
thecostrecoverygeneratedbythedevelopmentprocess

8. Thank you
Source: Product Plan: https://www.productplan.com/glossary/product-mix-strategy/