Product Line
Many companies create Product lines as a marketing strategy to keep the sales of consumers who are already buying the brand and even attract more consumers. However, the key factor is that consumers are more likely to respond positively to brands they know and love. They will also be willing to buy new products from these brands based on their positive experiences with the brand in the past. These consumers are also likely to influence other people who would influence other people and so on. In this article, we’ll discuss what a product line is, the product line for coca-cola, the best skincare product line, and product line vs product mix.
Above all, companies use product lines to measure trends, which helps them to determine which markets to target.
What is a Product Line?
A product line is a set of related products marketed under the same brand name by the same company. Most firms sell multiple product lines under their various brand names, often differentiated by price, quality, country, or targeted group.
While businesses often expand their offerings by adding to existing product lines because consumers are more likely to buy products from brands they already know. Moreover, product lines can be abandoned if they prove abortive. The full portfolio of product lines is a company’s product mix.
What Is the Purpose of a Product Line?
Product lines improve market reach, client retention, and sales value. Product lines aim to keep brand-loyal customers.
Product Lines Examples
- PepsiCo (PEP) owns Frito Lay, Gatorade, Quaker Oats, and Tropicana among many brands.
- Coca-cola produces soft drinks, energy drinks, bottled water, tea, and coffee among other products.
- Nike Inc. (NKE) produces product lines for track and field, basketball, and soccer, among other sports. Footwear, apparel, and equipment are among the company’s product ranges.
- Starbucks Corporation’s (SBUX) numerous product lines include coffee, ice cream, and drinkware.
- Microsoft Corporation (MSFT) is a well-known brand that provides a number of well-known product lines, including Windows, MS Office, and Xbox.
It’s worth noting that some businesses never branch out beyond a particular product category. Rather, they concentrate their efforts on being the market leader in a single area. Michelin, for example, is a tire manufacturer. Crox specializes in rubber-soled footwear. Gorilla glue is a company that specializes in adhesives.
What Is Product Line and Mix?
A product line is a single line of comparable items offered by a firm, whereas a product mix is the sum of all product lines supplied by the company.
What Is Product Line Example?
Starbucks sells coffee, tea, and snacks. Nike (NYSE: NKE) sells basketball, soccer, and golf. Each sport product line may include footwear, apparel, and equipment sub-product lines.
What Are Product Line Activities?
Product-line activities support a product line but not each unit. Product-line activities include assembly line engineering modifications, product design adjustments, and product line warehousing and storage expenditures.
Product Line for Coca-cola
Here we are going to use the Coca-Cola product line as a case study:
The product line for Coca-Cola: The Coca-Cola Company is a beverage retailer, manufacturer, and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola and was invented by pharmacist John Stith Pemberton in 1886. Further, the Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200+ countries or territories and serves 1.6 billion servings each day.
The company operates a permit distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which they sell to various bottlers throughout the world who hold an exclusive territory. In addition, the Coca-Cola Company owns its anchor bottler in North America, Coca-Cola Refreshments.
The Coca-Cola Company headquarter is located in Atlanta, Georgia.
The product line constantly expands by bringing new vitality to the iconic carbonated beverage brands, Coca-Cola, Fanta, and Sprite, reflecting the changing trends and lifestyles of consumers.
At the same time, an increasing variety of non-carbonated drinks – including waters, teas, coffees, juices, and sports and energy products. Which are being developed to meet the desires of growing numbers of people.
Significantly, they adapt to more products or specifically create them to expand our wellness segment. This enables selective consumers to choose from a wider selection of tasty, tantalizing refreshments.
Some Major Coca-Cola products
Here is some major product line for Coca Cola in the USA: Dasani water, Fanta, Powerade, Sprite, Flavored Cokes such as Cherry, Vanilla and many more, Barq’s Root Beer, Fresca, Mr. Pibb, Nestea, Minute Maid, Bacardi Mixers Fruitopia, TaB, Tahiti Treat, Mello Yello, Splice, & Mexican Coke.
This is of course just a partial list as there are literally hundreds of beverages in their portfolio in various markets around the world.
Basically, the Coca-Cola Company made 7 types of drink for the world:
First Energy drinks: For those with a high-intensity approach to life, these brands of energy drinks contain ingredients such as ginseng extract, guarana extract, and caffeine and B vitamins
Juices/juice drinks: they bring innovation to the goodness of juice in their more than 100 juices and juice drink brands, offering both adults and children nutritious, refreshing, and flavorful beverages.
Soft drinks—their dozens of soft drink brands provide flavor and refreshment in a variety of choices. From the original Coca-Cola to the most recent introductions, soft drinks from The Coca-Cola Company are both icons and innovators in the beverage industry.
Sports drinks: Carbohydrates, fluids, and electrolytes team together in our sports drinks, providing rapid hydration and terrific taste for fitness-seekers at any level.
Tea and coffee: bottled and canned teas and coffees provide consumers’ favorite drinks in convenient take-anywhere packaging, satisfying both traditional tea drinkers and today’s growing coffee culture.
This is so much more than soft drinks, their brands also include milk products, soup, and more. So you can choose a Coca-Cola Company product anytime, anywhere, for nutrition, refreshment, or other needs.
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Best Skincare Product Line
Are you having problems figuring out the best skincare brand for your skin? Look here we’ve listed 10 of the best skin care product line. To help you quit searching and start looking forward to glowing.
#10. Tatcha
Calling all luxury lovers: Japenese skincare brand Tatcha is adored by Meghan Marke and Kim Kardashian. According to beauty folklore, Kim and Meghan reach for the Rice Polish Classic Foaming Enzyme Powder on a daily basis. The brand’s best-sellers also include the Water Cream and One Step Cleaning Camellia Oil. Further, Victoria Tsai found the tatcha brand.
#9. Drunk Elephant
Relatively new to the scene, all-natural brand Drunk Elephant is quickly achieving “cult” status for their synthetic-free, toxin-free skincare range which actually delivers on what’s written on the bottle.
Their Lala Retro Whipped Cream was recently voted best moisturizer in Australia. It also boasts of six antioxidant-rich African oils designed to increase your skin’s elasticity and moisture. Plus, it’s packed with fermented green tea to combat aging and inflammation.
#8. La Roche Posey
Named after the city in which this French pharmacy brand was founded. La Roche Posay has been recognized by the scientific community for its skincare properties thanks to its high content in Selenium, a rare and powerful natural antioxidant. Formulated with the miraculous thermal water native to the region. Moreover, this dermatologically approved range is designed for sensitive skin types.
#7. Fresh
If you’ve ever found yourself browsing through the aisles of Sephora overseas (hands up!), you’ve more than likely come across cult skincare brand Fresh. One of the first skincare brands to start talking about and using natural ingredients, Fresh is the brainchild of Lev Glazman and Alina Roytberg, who founded the range in 1991.
The one product that everyone needs to try? The Soy Cleanser which sells one unit every minute, the cult product that was the brand’s first foray into skincare. It uses the amino acid-rich ingredient to gently cleanse the skin and remove make-up, leaving your complexion soft and nourished.
#6. Sunday Riley
Sunday Riley challenges the myth that naturally derived products are less effective than their more chemical-y counterparts. With millennial product names like Luna, Juno, UFO—it’s no wonder the brand is a staple on the bathroom shelves of fashion girls everywhere.
#5. The Ordinary
Beauty conglomerate deciem, best known for its affordable skincare line. The Ordinary had been in turmoil after former CEO Brandon Truaxe announces that the stores would be temporarily shut down and accused the company of criminal activity. After many ups and downs, The Ordinary is officially back!
#4. Glossier
Chances are you’ve heard of Glossier, founded by New York cool-girl Emily Weiss, 33, the line of skincare and make-up products not only sets trends but also manages to set itself apart.
If 16-step contouring tutorials are the problem, then Glossier’s clean packaging and user-friendly millennial pink products are the cure. It’s basically, no make-up, make-up. In the last year, Glossier has expanded beyond its hero products (Brow Bow and Milky Jelly cleanser) to include perfume, eyeshadow, and most recently mascara. Beyoncé, Saoirse Ronan, and Chrissy Tegan have all worn the brand’s products on the red carpet.
#3. SkinCeuticals
SkinCeuticals is the brainchild of anti-aging skincare scientist Dr. Sheldon Pinnell. Pinnell’s research paved the way for the continued development and delivery of innovative skincare products that improve the overall health and appearance of the skin. The first SkinCeuticals products were the classic Serum 10 and Serum 15, which established the company as a rising presence in the beauty industry. Over the years, SkinCeuticals added vitamins, antioxidants, and sun protection to its products to broaden the range. This is another best skincare product line you should try out.
#2. Estee Lauder
Estée Lauder, the founder of the company that bears her name, was a visionary and a role model. Lauder built her brand on this one simple and inspiring belief: “discover what makes you beautiful.” Today the brand’s Advanced Night Repair Synchronized Multi-Recovery Complex is one of the top-selling anti-aging products around the world.
#1. La Prairie
Found in Switzerland, this luxury beauty brand is responsible for creating the most covetable and high-dollar products, which cost anywhere from $400 to $1,600 a jar. So what makes the products so good? Part of it has to do with the La Prairie origin story. In 1931, a glandular transplant specialist named Dr. Paul Niehans started researching cell therapy. Though he believes that the root of all successful skincare can only be at the cellular level. From a stunning chalet hidden away in the Swiss mountains, Dr. Niehans found the all-exclusive cellular complex, found in all of La Prairie’s products. The complex is produced in three separate laboratories so that the complete recipe remains a secret; no single La Prairie chemist knows the full formula. Above all, this is one of the best skincare product line.
Product Line vs Product mix.
The product family offers a variety of items under the same brand name that are comparable but cater to slightly different needs or preferences, potentially attracting a wider range of clients. Product mix refers to the total number of product lines that a company offers to its customers. The product lines may range from one to many and the company may have many products under the same product line as well. Therefore, all of these product lines when grouped together form the product mix of the company.
The product mix is a subset of the marketing mix and is an important part of the business model of a company. A product mix is also a group of everything a company sells. However, the product line is a subsection of the product mix. A product line refers to a unique product category or product brand a company offers. For instance:
Coca-cola has product brands like Minute Maid, Sprite, Fanta, etc. under its name. These constitute the width of the product mix. Coca-Cola brand handles a total of 3500 products. These constitute the length. Minute Maid juice has different variants like apple juice, mixed fruit, etc. They constitute the depth of the product line ‘Minute Maid’.However, Coca-Cola deals majorly with drinking beverage products and hence has more product mix consistency.
FAQs
What is product line and mix?
A product line is a group of related products offered by a firm, whereas a product mix is the sum of all the product lines sold by a company.
What is product line policy?
Product policy refers to the types, quantities, and timing of products that a company sells. Product policies are broad guidelines established by management for making product decisions.
Why is product line important?
Produce line is a strategy that helps companies grow more audience of their products. Customers can most times buy all they need from a particular brand.
