Product lining

Product lining is the marketing strategy of offering for sale several related products. Unlike product bundling where several products are combined into one, lining involves offering several related products individually. A line can be comprised of related products of various sizes, types, colours, qualities, or prices. Line depth refers to the number of product variants in a line. Line consistency refers to how closely related the products that make up the line are. Line vulnerability refers to the percentage of sales or profits that are dirived from only a few products in the line.

The number of different product lines sold by a company is referred to as width of product mix. The total number of products sold in all lines is referred to as length of product mix. If a line of products is sold with the same brand name, this is referred to as family branding. When you add a new product to a line, it is referred to as a line extension. When you add a line extension that is of better quality than the other products in the line, this is referred to as trading-up or brand leveraging. When you add a line extension that is of lower quality than the other products of the line, this is referred to as trading-down. When you trade-down, you will likely reduce your brand equity. You are gaining short term sales at the expense of long term sales.

Image anchors are highly promoted products within a line that define the image of the whole line. Image anchors are usually from the higher end of the lines' range. When you add a new product within the current range of an incomplete line, this is referred to as line filling.

Price lining in the use of a limited number of prices for all you product offerings. This is a tradition started in the old "five and dime" stores in which everything cost either 5 or 10 cents. Its underlying rationale is that these amounts are seen as suitible price points for a whole range of products by perspective customers. It has the advantage of ease of administering, but the disadvantage of inflexibility, particularly in times of inflation or unstable prices.

See also : brand, marketing, product management, brand management

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