CHAPTER III:

Product Range
Analysis

BRIAN S. INCOGNITO
Instructor
3.1 Product range concept

3.1.1 Definition
3.1.2 Dimensions
3.1.3 Large versus short
product range
3.1.4 Roles on the product
lines
Definition:
A product range refers to variations of a single
product that are made in order to create similar yet
distinctly different products. Each version of the
product is designed to attract a different market
segment with the intention of maximizing sales and
building the customer base.
Understanding the Product Range
A product range (or product line) is a group of products (mobile
phones, laptops, microwaves, etc.) that have these similar
characteristics:

• are closely related in form and/or function 

• are similarly priced
• are marketed and sold through similar customer groups

When a company develops a strong core product range, the product

range allows the company to focus on those product lines while still
offering enough variety in size, color, taste or functionality to appeal to
a wide range of potential customers.
Advantages of Product Range

When companies roll out a product range, they are seeking to

attract customers in a certain demographic, with common
aspirations, income and purchasing behavior patterns.

For example, a company may offer an excellent shampoo, and

then develop alterations to the original formula for common
audience targets.
Advantages of Product Range

Companies may also opt to create a product line extension from

its product range.

For example, A popular soft drink may opt to add in hints of

pumpkin and cinnamon to capitalize on fall-winter taste themes.
This has already happened in coffees and alcoholic beers..
How a Product Range Benefits a Business

• Many companies have a flagship product that helps launch the

business and build brand awareness. But the product lifecycle will
eventually run its course, and sales will either level out or drop off.

• There’s also the matter of expansion. A single product will grow

your business to a certain level, but more products are needed to
continue the growth.  

• A product range is relatively low-hanging fruit for a business that’s

already carved out a niche for a specific type of product.
How a Product Range Benefits a Business
• Another benefit is you don’t have to invest as much in research
and development.

• In short, having a product range can significantly expand the

market of a core product, and it’s easy to discover which product
variations will be the most successful if you’re already collecting
user data.
Product Range Examples

Even a business as large and successful as Coca-Cola has a product range.

Their flagship product, regular Coke, is wildly successful and has been for over
125 years. But they’ve expanded with a product range that includes:• Diet
Coke, Coke Zero, Coke Life, Cherry Coke, Vanilla Coke, Orange Vanilla Coke

But Coca-Cola products go well beyond beverages these days with a healthy
product mix. They have a whole range of merchandise emblazoned with their
logo in the Coca-Cola online shop. They also give customers the ability to
purchase customized bottles with a person’s name in place of the Coca-Cola
logo. 
Johnson & Johnson has one of the largest product
mixes in the world. But the product they are probably
best known for today is baby shampoo. The J&J baby
product line started way back in 1894, but when they
introduced the “no more tears” shampoo in 1953 it was a
clear winner.

The company has taken that one extremely popular

product and created a range of shampoos for babies
that includes:

 The original Baby Shampoo

 Head-to-Toe Wash & Shampoo

 Calming Shampoo

 Clean and Fresh Shampoo & Body Wash

Apple iPhone
The iPhone may be the biggest invention of
the 21st Century, but that doesn’t mean
there isn’t room for a product range. To
begin with, Apple released just one iPhone
model every year or two. It was so
innovative and there was such a lack of
competition that Apple didn’t need other
versions to attract different market
segments other than adding two different
finishes in 2008.

All that changed in 2013. That year Apple

released the iPhone 5S and iPhone 5C.
The 5S had three metallic finishes, greater
storage and more features compared to the
cheaper 5C that came in five vibrant colors.
Conclusion
Creating one amazing product is just the start. Finding ways to
expand the product with variations can help you capture an even
larger market share and attract new customers. Once you have a
successful product the next step is to begin building a product
range that will maximize profitability. 
QUIZ/ ACTIVITY: Give your stand on the following comparisons,
situations and definitions about Product Range. If you AGREE, state
facts to support your answer. If not, then explain why.

• #1: A product line is vertical whereas a product range is horizontal.

A product line is a family of products derived from the same
ancestry. Say an iPhone 4, 6, 7 then 8.

• #2: A product range is a group of products that generally have

something in common or compliment each other in some way. Say
an iPhone, an iPad and MacBook air are a range, they all do
different things but are related.
COMPARISON:
• #3 For example, a car manufacturing company manufactures
different models and types of cars in it's product line, but if the
same company manufactures other electronic appliances or
devices as well, that would be it's product range .
ASSIGNMENT: Answer the following briefly:

1. Compare and Contrast the following:

• Product Range vs. Product Mix
• Product Range vs. Product Line
• Product Mix vs. Product Line

2. Cite importance, relevance and role of Product Range,

Product Mix and Product Line into Product Management. How
it will help you as Product Manager and as a company as a
whole?
3.2 Product range analysis
3.2.1 Why product range analysis
3.2.2 Tools and methods
3.2.3 SWOT
3.2.4 Operational dimension ABC method
3.2.5 Strategic approach
3.2.5.1 BCG
3.2.5.2 Mc Kinsey
3.2.5.3 ADL
 Product Range Analysis

A careful analysis of product range provides the basis for targeted

adjustments to boost sales, taking into account your business targets,
sales channels and personalization requirements. When evaluating
portfolio, we do not only ask the questions but also provide with
answers.

In this process, it helps us separate the wheat from the chaff. This
often means that hard choices must be made with regard to “must-
haves” and “nice-to-haves”.