Chapter Reference

Chapter 8: New Proposition Development and Innovation

Overview

In this activity, you will gain a clearer idea of product range terminology.

Activity Description

The product range encapsulates the products in the company’s portfolio and maps out how they are related as a category. This would take into account its product item, line, mix, length, depth, and width.

To begin, choose one company from the following list:

• L’Oréal

• Ikea

• Apple

• LG

• Johnson and Johnson

• Cadburys

Give examples for your chosen brand of what would be included in each category below.

• Product Item

• Product Line

• Product Mix

• Product Line Length

• Product Line Depth

• Product Mix Width

Consider:

• How synergistic are these products to each other?

• What new innovative products would you propose that would fit in within their existing product range?