productline

Product line, in business and marketing, refers to a group of related products offered by a single company under a shared brand identity. Items in a product line are linked by form, function, customer base, or distribution channel and are designed to meet similar needs. A product line is part of a broader product assortment or product mix, which also includes other lines and standalone products. Companies manage lines to optimize market coverage, balance production capabilities, and allocate resources.

Management decisions include adding line extensions (new variants within a line), pruning or discontinuing underperforming items, and aligning with brand architecture. The goal is to maximize profitability and strategic fit while avoiding cannibalization among lines and within lines.

Examples include consumer electronics with a premium and a midrange line, or a cosmetics company with skincare, color cosmetics, and fragrance as separate lines. In automotive industries, a carmaker might offer compact, sedan, and SUV lines each with multiple models.

Performance is tracked by metrics such as revenue, gross margin, or contribution margin by line, as well as market share and growth rate. The product line's lifecycle typically follows introduction, growth, maturity, and decline, with decisions about refreshes, expansions, or pruning driven by demand, costs, and strategic goals. Product line management sits at the intersection of marketing, product development, and operations, and is influenced by brand architecture, competitive dynamics, and resource constraints.