11.4 how can a company build and manage its product mix and product lines by vishnupriya aryabhumi
How can a company build and manage its product mix and product lines
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How can company build and manage its product mix and product lines?
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Transcript of How can a company build and manage its product mix and product lines
Managing product mix
Adding more product variants to each product and deepening its product mix.
Lengthening each product line.
New product lines can be added, thus widening its product mix.
Pursuing more product line consistency.
Line Stretching
Lengthening of the product line beyond its
current range, whether up-market, down-
market, or both ways.
Line Modernization
Improvements must be done to encourage
customer migration to higher-valued,
higher-priced items.
These slides were created by Ashish Soni, IIT
Delhi during a Marketing internship by Prof.
Sameer Mathur, IIM Lucknow (See
www.IIMInternship.com)