Product Line and Product Mix 123456.pptx

Product line

1. Product Line By Dr. K. Sai Charan

2. Product Line A Group of Products that are closely related because they function in similar lines, are sold to same customer groups, are marketed through same type of outlet or fall within given price ranges. For Eg : Trident Company has various types of Notebooks or Various types of Bedsheets. So Such Notebooks are one Product Line and Bedsheets are another Product Line. According to Philip Kotler, a product line can be defined as “a group of products that are closely related because they function in a similar manner, and sold to the same customer groups, are marketed through these same types of outlets, fall within given price range.”

3. Types of Product Line Downward Product Line - It is about adding new products to the existing Lines at Lesser Price to make their product easily available. For Eg : A company like Zara has to collaborate with TATA Group Retail Wing to enter Indian Market and Provide the same quality at Half Price. Upward Product Line - It is about adding new products to the existing lines but with Higher Price for improving growth rate and Brand image. For Eg : Manish Malhotra partnered with Etihad Airways to create a virtual reality fashion show at Lakme Fashion Week in Mumbai in August 2016.