termékvonal

Termékvonal is a concept used in business to describe a group of related products offered by a company that share attributes such as function, target market, or brand positioning. In Hungarian usage, it denotes a coherent subset of a company’s product portfolio designed to meet the needs of a specific customer segment within a given category. A termékvonal typically comprises variations in models, sizes, flavors, or packaging, all aligned to a common market or purpose.

The concept is distinguished from broader portfolio decisions by focusing on a set of items that are marketed together and often marketed under a single brand or sub-brand. The breadth of a termékvonal refers to how many distinct product families it contains, while depth refers to the number of variants within each family. Management decisions about a termékvonal involve assessing market demand, profitability, competitive position, and strategic fit, including the potential for cannibalization of existing items.

Common strategic actions include line extensions, which add new variants to an existing line, and line pruning, which removes underperforming items. Effective termékvonal management coordinates with pricing, promotion, distribution, and product lifecycle planning to optimize revenue and margins, and to support a clear brand architecture and messaging.

Examples across industries illustrate the idea: a beverage company might offer several flavors within a single cola termékvonal; a consumer electronics brand could maintain a line of smartphones with different screen sizes; a personal care brand might group shampoos and conditioners under one care line.

See also: product mix, portfolio, brand strategy, product line management.