Flerprodukter

Flerprodukter is a term used in Scandinavian business literature to describe a strategy where a company offers multiple products or product variants within a brand, line, or portfolio. The approach can involve extending an existing product line with new models, flavors, sizes, or features, as well as entering related product categories to broaden the brand’s scope. The goal is to serve diverse customer needs, access different market segments, and increase overall revenue and customer loyalty.

Benefits of flerprodukter include greater market coverage, opportunities for cross-selling and higher lifetime value, risk diversification across products, and the potential to achieve economies of scope through shared distribution, branding, and development efforts. It can also provide valuable feedback from different product performances to inform innovation and strategy.

Challenges include increased complexity in product development, manufacturing, and supply chain management, higher marketing and inventory costs, and the risk of cannibalization between products. Successful implementation requires disciplined portfolio management, clear brand architecture, and alignment between product strategy, pricing, and distribution.

Management approaches often involve product line extension, line filling or line stretching, and careful differentiation of products to maintain a coherent brand image. Key practices include market research to identify customer needs, profitability analysis by product, and coordinated product development across functions.

See also: product portfolio, diversification, assortment planning, cannibalization, brand architecture.