What is the best clear definition for Product Line?

By Jon Ane

A product Line is a number of tightly knit products with common ground and related use grouped under the same family of products and sold to a specific market through similar marketing channels. Here is an example of one of the company’s Product Markets with several family branded Product Lines:

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G-POST STRATEGY TOOL – product line strategic selection

Product lines:

Make-up line: foundation, concealer,  contour, eyeshadow, mascara,  lipstick, blush, loose powder, bronzer, highlight, eyebrow pencil, and eyeliner:

Body skincare line: lotions, emulsions, gels and oils.

Anti-Ageing creams line: creams for dry skin, hypoallergenic skin, oily skin, night cream, day cream with sunblock, eye cream, etcetera.

The products of the Product Line can either compete with one another on the slightly different customer tastes of the Product Market, offering a greater variety of choices. Or, complete each other and offer more complementing products to the same customer―a larger shopping basket. Customers will buy competing products by preferring one product over another as their purpose and use are similar, so each product offers a replacement for another. For instance, if I bought an estate car, I would eliminate the Sadan or the MiniVan from my shopping list. However, completing products can be purchased together as they present different uses and purposes. Clearly, it is a strategic decision that comes with a cost. (Jon Ane, The Rosetta Stone of Strategy.) Do make sure all tactics and means in use would create synergy with your G-POST. Or else you might jeopardise it all. For more information, visit Jon Ane, The Rosetta Stone of Strategy.

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G-POST STRATEGY TOOL – “Strategy should never be like riding on an old Ottoman road where you realise you have been on it only when you get off it.” Jon Ane, The Rosetta Stone of Strategy.