A product line in marketing is formed in terms of its width, length, depth and integrity. This allows us to evaluate the content and direction of such lines when developing marketing thailand whatsapp number strategies and tactics for a company.
Width
The breadth of the product range determines the total number of product lines that a manufacturer markets. For companies that produce a wide range of products, such as electrical appliances and home appliances, it is important to provide marketing support for each line so that they focus on selling to different target audiences.
Length
It characterizes the variety of products within a line. It is believed that a wide range of products provides more options for customers and increases their satisfaction. But products with similar characteristics in one line can cause competition between them.
Expanding the range is a costly action for production and promotion. It requires a clear justification for possible sales volumes and profitability.
Depth
This is a set of options offered by the manufacturer for purchasing products (volume, configuration, assembly, packaging, etc.). That is, a customer wishing to buy cement for home work can take a package of one, three, five kilograms, a 20 kg bag. He can purchase the M-600 composition of the same package for strong solutions.
The depth of the assortment is determined by the total number of possible potential purchases: multiplying the number of available packages (in this case, four) by the cement options (two).
This calculation is also made for other products. If a company offers three packs of chips (40, 100 and 140 g) with eight recipe options, then the depth of the brand's product line on the market will be 24 items.
Integrity
The integrity of a trade line is determined by the close interrelation and complementarity of its elements in the final use.
Product line characteristics
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The highest degree of product line integrity is the formation and offering on the market of a set of interrelated goods and services that satisfy human needs. For example, a consumer kit for mobile phones includes accessories such as cases, stands, car mounts, tripods, lenses, selfie sticks, screen magnifiers, and the like. It is important that they all be harmoniously interconnected.
Prices for product lines can be divided into three categories. Depending on the cost, products are classified as cheap, medium and expensive. According to statistics, consumers usually pay more attention and think about buying expensive products than cheap ones. Therefore, the longer they think about choosing a product from a line, the more valuable and thoughtful it is.