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Product Planning

Jaryd Craig

TermDefinition
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 A 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 position Efforts a business makes to identify, place, and sell its products in the marketplace.
Line Extension Adding new product lines, items or services.
Product Modification An alteration to an existing product
Product Bundling Multiple products or components packaged together into one bundled solution.
Price Bundling when two or more similar products are placed on sale for one package price
Brand Name, design or symbol that identifies the products of a company.
Brand Name Word or group of words that can be spoken. • Ex: Nike, Coca-Cola Classic, Cover Girl, Tylenol
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 Extension 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.
Product Planning the decisions made about what features should be used in the selling of business products
Created by: 200323598