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Product Planning

Michael Hall

TermDefinition
Product Plannin The decisions made about what features should be used in selling of a business’s products.
Product Mix All the different products that a company makes or sells.
Product Line A group of closely related products manufactured or sold by a business.
Product item specific model, brand, or size of a product within a product line.
Product Width The number of different product lines a business manufactures or sells.
Product Depth The number of product items in a product line.
Product Positioning Efforts a business makes to identify, place, and sell its products in the marketplace.
Line Extentions Adding new product lines, items or services.
Product Modifications An alteration to an existing product: New and different varieties, Formulations, Colors, Styles, Features, Sizes
Product Bundling when two or more similar products are placed on sale for one package price
Brand Name Word or group of words that can be spoken.
Brand Mark Unique Symbol, design, distinctive coloring, or lettering
Trade Name Identifies the company or a division of a particular corporation.
Trade Character A personified brand mark.
Trademark word, name, symbol, sound, device, or combination that has been given legal protections by the federal government.
Package Physical container or wrapping for a product.
Label Information tag, wrapper, seal, or imprinted message that is attached to a product or package.
Brand Extensions Uses an existing brand name to promote a new and improved product in a company’s product line
Brand Licensing Allows others to use the brand name for a fee
Mixed Brands National manufacturer makes the product for a private label
Co-Branding Combines one or more brands
Gap the difference between what is currently available and what is needed/desired
Product Development The first step is to generate new business ideas that are unique. – Can the product be • Repositioned • Improved • Brought out in a new size, flavor, or package?
Brand Name, design or symbol that identifies the products of a company.
Created by: mhall1980
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