What does a product line consist of?

A product line consists of a group of products that are related or linked through various factors, such as similar functionality, target market, or branding. This linkage can occur because the products serve similar customer needs or are marketed under the same brand name. For example, a cosmetics company might have a product line for skincare that includes moisturizers, cleansers, and serums, all designed for similar uses and demographic groups.

Understanding this concept is essential in marketing because managing a product line effectively can enhance brand coherence and allow a company to address a wider range of customer needs without diluting its brand identity. This also allows businesses to engage in more targeted marketing strategies, as consumers looking for products within a specific category are more likely to choose options from a well-defined product line that they recognize or feel familiar with.