Produktketten

Produktketten, also known as product families or product lines, represent a group of related products offered by a company. These products typically share common characteristics, such as being manufactured using similar processes, serving a similar customer need, or being sold through the same distribution channels. The concept of a Produktkette is a fundamental element of product management and marketing strategy.

Companies organize their offerings into Produktketten to leverage economies of scale in production, marketing, and distribution. By developing a range of related products, a company can often reduce costs associated with research and development, manufacturing, and advertising. Furthermore, a well-defined Produktkette can enhance brand recognition and customer loyalty. Consumers often perceive a company as an expert in a particular area when it offers a comprehensive selection of related products.

Managing a Produktkette involves making decisions about product development, pricing, promotion, and product lifecycle management for each item within the group. Companies may choose to expand a Produktkette by introducing new products that complement existing ones, or they might prune the Produktkette by discontinuing underperforming products. The goal is to create a synergistic portfolio that maximizes profitability and market share. Understanding and effectively managing Produktketten is crucial for sustained business success.