The product Line Rationalization is the aspect where Route 11 failed to balance, Route 11 had attempted

to increase cash flow was to reduce the breadth of its product line, another issue was that there were
hard to quantify costs that slow moving flavors imposed.

For Route 11 it was difficult to detect and monitor stockouts at the retail level and how these affected
sales, they also struggled with having to reduce the number of flavors it markets also additional flavors
added operating costs, but the management believes that certain scents are important for the image of
the brand, and that pruning can cause damage to the line brand. For this reason, Route 11 had
discontinued some of its slow movers but as the pressure to increase cash flow increase, Route 11 was
considering further cuts in its product line.

In order to solve the problem Route 11 try showing retailers the different flavors. But it didn’t work in
favor of the retailers because for each slow-moving flavors of Route 11, the retailers would be forced to
hold too little inventory of the big sellers.

Case Solution.

First you haave to Know your products and what are you selling, Unnecessary expansion of products
doesn’t always work. You have to know about the competition in the market and the potential sales for
your products. Build a strong feedback base from retailers and consumers it's very important

Having a Proper pricing strategies for distributors and retailers will help also