product range

Product rangeclick for a larger image
Fig. 71 Product range. An example from the car-manufacturing industry.

product range

the number of PRODUCTS and BRANDS sold by a firm. Depending upon the firm's degree of SPECIALIZATION or DIVERSIFICATION its product range may be classified as follows:
  1. product line or product class: a number of closely-related products. The products in a line may serve a particular consumer segment or price range, or may be used together by the consumer, or may employ common distribution outlets. For example, a motorcar supplier such as Ford offers a number of different versions of a particular model, say the Mondeo (differentiated by engine size, trim, accessories etc.), within a limited price band designated in Fig. 71 as ‘basic’, ‘de luxe’ and ‘super de luxe’. Alternatively, a kitchenware supplier may market together as a product line such items as food mixers, toasters and kettles;
  2. product group or product family:

    a combination of individual PRODUCT LINES which together constitute a firm's product offering to a particular MARKET. A motorcar supplier like Ford, for instance, offers a number of different car models (Cougar, Mondeo, Focus and Ka) to serve different segments of the motorcar market (see Fig. 71);

  3. product mix: all the PRODUCT GROUPS and PRODUCT LINES which together constitute a firm's total product offering. The firm's product range might be closely related or very diverse depending upon the spread of the firm's business interests. Ford's product mix, for instance, consists primarily of motorcars, trucks and tractors, while a more diversified company will produce many different products. (see DIVERSIFICATION). See MARKET SEGMENTATION, PRODUCT LIFE CYCLE, PRODUCT-MARKET MATRIX, MARKETING MIX, PRODUCT LINE PRICING, PRODUCT VARIETY.
References in periodicals archive ?
This PCR product range, combined with our existing post industrial products (PIR content), offers great alternatives to our global customer base who are looking for 'green' and sustainable products to include in their product and systems offering," said Stephan Liozu, vice president and general manager Spunlaid division in North America.
Managing director Greg Phillips said: "By integrating the skills and expertise of both North-East Bakery and former Milligans staff, we have been able to maintain our high standards and provide customers with a complete and enhanced product range."
The acquisition includes the assets and entire Flytec product range.
The product range comprises lightweight grades based on recycled fibers, as well as kraft topliner made from virgin fiber.
Alongside flame retardants and plasticizers, the company's product range includes bonding agents, modifiers, blowing agents, antistatics and emulsifying agents.
Mike's key responsibilities will be to establish new business for the newly acquired PC Maritime product range as well as identify opportunities and maintain accounts for the existing product range.
Formica's product range for 2004, 'The Collection', offers a large range of high-quality, high pressure laminate and introduces exciting elements and textures.
Attracted to Beacon Foods by the company's excellent reputation in the UK food industry, he said, ``Their history of growth is quite phenomenal and their product range is unique.
Volvo CE executives say the product range will be further developed and launched globally under the Volvo brand in late 2002, as part of the company's plan to increase production at the Asheville facility.
Lati USA, Mount Pleasant, S.C., a two-year-old compounder of engineering thermoplastics, has expanded its product range by becoming the North American distributor of Kocetal-brand acetal resins produced by Kolon Chemical Co.
Mark Healey has taken on the role at Alstom Drives and Controls' airport division and will be responsible for promoting the company's product range.
As the group looks to expand its product range in the plastic packaging segment, Scientex Bhd has announced it will buy Klang Hock Plastic Industries Sdn Bhd (KHPI) for RM190 million cash.

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