T4 - Product, Services, and Branding Strategy - Lecture & Tutorial

Topic 4 – Online Lecture
Product, Services, and

Branding Strategy
RMIT Classification: Trusted
Recap: Marketing Process
Where are you in this simple model of marketing process?
Source: Kotler et al. (2017)

2
Topic Outline
1. What Is a Product?
2. Product Decisions
3. Branding Strategy
4. Product Life Cycle
Source: Cawthray and Murphy (2021)
3
Pre-class activity: Video of P.S charcoal
After watching the above video,

discuss these questions:
1. What makes P.S Charcoal
different from other product?
2. What values does P.S Charcoal
offer to consumers?
Source: MMA Global (2018)

4
Product
Definition & Classification
• What is a Product?
• Product classification
5
What is a Product?
A product is anything that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need.
Products include more than just tangible objects. Broadly defined, “products” also include
services, events, persons, places, organizations, ideas, or mixes of these.
A product or a company’s market offering often includes both tangible goods and services.
• Pure tangible goods (e.g. toothpaste, instant noodle, etc.)
• Pure services (e.g. massage, hair cut, etc.)
• Goods-and-services combinations (e.g. car showroom with repairment service)
Tangible Intangible
GOODS SERVICES
Source: Kotler et al. (2017, p. 245)

6
Product – Services
Services are a special form of product that consists of activities, benefits, or
satisfactions offered for sale that are essentially intangible and do not result
in the ownership of anything.
5 characteristics of Services
Do not result in any • Do you own a hotel when you book a room at that hotel? NO!
ownership
Intangibility • Can you see, taste, hear or smell the service before buy it? NO!
• Service provider and service user must come together to make the
Inseparability service happen.
• Service quality can be different, depending on who, where and when

Variability and how it is completed.
• Can you resell a hotel room of previous night? NO! When it’s over, you
Perishability cannot resell it tomorrow like a bottled water.
Source: Kotler et al. (2017, p. 245 & p. 271))

7
Product - Experience
• Experiences represent what the product or service will do for the
customer (rather than focusing on the product/services features).
• As products and services become more commoditized, companies are
moving to a new level in creating value for customers. To differentiate their
offers, firms create and manage customer experiences.
When you buy an iPad, you are buying more than

the physical product. You are also buying the
experience of using it, as well as the emotion
associated with it.

8
Example of brands go beyond Product to

Experience
Nike is a fine example of taking a product and
authentically enhancing the brand through lifestyle
experiences.
• They provide value to consumers through Nike+
Running App, Nike+ Training Club, and the many
running and training events they run globally.
• Encouraging people to work out they have
particularly championed the movement of
women to become more involved in an active
lifestyle, bringing fun into the training experience
through community, empowerment, and
convenience.
Souce: Added Value (2015)

9
How about the Product Experience during Covid-19?
Source: Nike (2020)

10
What Is a Product?
In addition to tangible products and services, marketers have broadened the

concept of a product to include other market offerings:
• Organizations (both profit and non-profit) : RMIT, Red Cross
• Persons: presidents (Donald Trump), entertainers (singer Chi Pu, Justin
Bieber), sports (football player Messi). They all use Person Marketing to
build their reputations/impacts.
• Places: cities ( “Vitamin Me” by Queensland, Australia) or country (Vietnam
– the Timeless Charm)
• Ideas: what does Marketing service agencies sell to their clients? IDEAS!
11
Examples: Products
12
Three Levels of Products

Product planners need to think about products
and services on three levels. Each level adds
more customer value.
• Core customer value: what is the buyer really

buying? Core benefits customers seek.
• Actual product: product/service features,

design, quality, brand name, packaging, etc.
All that makes the products work and deliver
the Core Customer Values!
• Augmented product: additional consumer

services and benefits.
13
Example of Core
Customer Value
Charles Haskell Revson was born October
11, 1906 in Boston. In 1932, brothers
Charles and Joseph Revson, and chemist
Charles Lachman, founded Revlon.
An American businessman and

philanthropist, Revson believed, “in the
factory we make cosmetics; in the store
we sell hope.”
Source: Revlon (n.d.)

14
Example – 3 levels of product
Guarantee,
installation
services
LG brand
name, LG
fridge, LG
design
Storing foods
to keep them
fresh and
nutritious
15
Discussion: What are the 3 levels of products

of Samsung Galaxy Z Flip?
Source: Samsung (2020) and Samsung South Africa (2020)

16
Quiz
You buy a laptop to help you with your studies and to enjoy the experience of surfing
online and playing games. Which level of the product are you considering here?
1. Core benefit
2. Actual product
3. Augmented product
17
Quiz
As a student at RMIT, you are eligible for additional services such as C.V preparation,
interview skills and workshop, networking opportunities with Industry which are all value
added services provided by RMIT. Which level is RMIT trying to use to differentiate itself?
1. Core benefit
2. Actual product
18
Quiz
The beautiful packaging of the Kenzo perfume reminds you of a fresh flower blooming and
you buy the product because it looks so interesting and you liked the design. Which level
has Kenzo used to differentiate their product?
1. Core benefit
2. Actual product
19
Product classification – Types of Products
Consumer products are products Industrial products are those

and services bought by final purchased for further processing or
Our focus in consumers for personal for use in conducting a business.
this course! consumption. • Materials and parts
• Convenience products • Capital items
• Shopping products • Supplies and services
• Specialty products
• Unsought product
Source: Kotler et al. (2017, p. 247-248)

20
Consumer Products
Convenience Product Shopping Product
Convenience products are consumer products Shopping products are less frequently
and services that customers usually buy purchased consumer products and services that
frequently, immediately, and with a minimum customers compare carefully on suitability,
of comparison and buying effort. Usually low quality, price, and style.
priced.
E.g. Newspapers, candy, fast food, laundry
detergent, usually FMCG products (Fast Moving
Consumer Goods)
21
Consumer Products
Specialty Product Unsought Product
Specialty products are consumer products and Unsought products are consumer
services with unique characteristics or brand products that the consumer either does
identification for which a significant group of buyers is not know about or knows about but does
willing to make a special purchase effort. Buyers not normally think of buying, such as life
normally do not compare specialty products. They insurance or funeral services
invest only the time needed.
E.g. Medical services, cars, designer clothes, high-end
electronics (e.g. high-priced photographic equipment)
22
Marketing Considerations for Consumer Products

23
Product Decisions
Marketers make product and service decisions at three levels:
• Individual product decisions
• Product Line decisions
• Product Mix decisions
In this course, we focus more on Individual Product Decisions!
24
Product Decisions
Individual product Product Line Product Mix

decisions decisions decisions
Product attributes Product Line filling Adding new Product Lines
Branding Product Line Stretching Widening product portfolio
Packaging
Labelling
Support services
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1. Individual Product and Service Decisions

Product
Product
Branding Packaging Labelling support
attributes
services
Product attributes are the benefits of the product or service. They are:
• Quality has 2 dimensions: level and consistency.
• Performance quality (level): the ability of a product to perform its functions, this supports
the positioning. E.g. a Mercedes has higher performance quality than a Chevrolet:
smoother ride and better shock-resistant.
• Conformance quality (consistency): free from defects and consistent in delivering a level
of performance. E.g: Fuel consumption of the car must be consistent .
• Features: dimensions, source ingredients, services, structures, performance, components,
materials. Features are competitive tool for differentiating.
• Style and design: style is the appearance of a product, design is more than just appearance,
its include architecture and building of product. It contributes to the usefulness as well as the
look.
• E.g. the new design of chilly sauce bottle helps to squeeze the bottle
Source:to final
Kotler drops
et al. (2017, p. 250 - 251)
26
Examples of product attributes

Product design: Sonos created a wireless, internet-enabled What are the unique attributes of
speaker system that is stylish and easy to use and fills a whole this product?
house with great sound.
Source: Sonos (2021), Sonos (n.d.), and Samsung (2021)

27

Product
Product
attributes
services
A brand is a name, term, sign, symbol, or design, or a combination of

these, that identifies the maker or seller of a product or service. Branding
has become so strong that today hardly anything goes unbranded.
Branding helps buyer in:

• Identifying products that might benefit them
• Distinguish product quality and consistency
Branding helps sellers in some ways:

• It is the basis on which a whole story can be built about a product’s
special qualities.
• It protects and distinguish the sellers from their competitors’.
• Brands also help seller to segment markets. E.g: Toyota’s Lexus, Prius,
Land Cruiser, etc. Source: Kotler et al. (2017, p. 252)
28

Product
Product
attributes
services
Packaging involves designing and producing the container or wrapper for a

product.
Traditionally, main function of the package is to hold and protect the product.
How about now?
• Packaging helps to promote the product on shelves. It also gives a company
advantage over competitors and boost sales.
• Packaging helps to attract customers’ attention, and describe the product .
E.g. Heinz’s ketchup bottle: quickly squeeze and better fit with the fridge’s door.
29
Packaging examples
A growing trend is the Story-selling Use of QR code: collaboration

transparency of sustainability between Murakami and Louis
credentials through packaging Vuitton
30

Product
Product
attributes
services
Labels identify the product or brand, describe

attributes, and provide promotion. Labels range from
simple tags to products to complex graphics that are
part of the package.
• The label describes some things about the
product: who made it, where it was made, when it
was made, its contents, how it is to be used, etc.
• Labels also help to identify products or brands
and to promote the brand, support its positioning
and connect with customers.
However, there are some issues with labels: labels

can mislead customers, fail to describe important
ingredients, fail to include needed safety warnings. Source: Kotler et al. (2017, p. 254)
31

Product
Product
attributes
services
Product support services: a company’s offer usually includes some support services.
E.g. After-sale service of many products, including mobile phones, cars, printers, laptops, etc.
Porsche’s Customer
Service:
• Technical Support
• Motorsport parts sales
• Racing Gear
Source: Kotler et al. (2017, p. 255) and Porsche (2021)

32
2. Product Line
Product line is a group of products

that are closely related because they
function in a similar manner, are sold
to the same customer groups, are
marketed through the same types of
outlets, or fall within given price
ranges.
E.g. Adidas produces several lines of

athletic shoes, clothing, and
accessories.

33
2. Product Line Decisions

Upward
Product line length is the number of items in the
product line.
The line is too short when the manager can increase
profits by adding items. The line is too long when the
manager can increase profits by dropping items.
The firm can expand its product line in two ways:

• Line filling: adding more items within the present Downward
range of the line. E.g. Coke’s various flavour
products.
• Line stretching: lengthen a firm’s product beyond its
current range, by downward, upward or both ways.
E.g. Toyota launched Lexus as upward while launched
its Yaris (with the price of $14,115) as downward.
34
3. Product Mix
A product mix (or product
portfolio) consists of all the product
lines and items that a particular seller
offers for sale.
E.g. 3M products include both

Consumer product and Business
Products. 3M’s Consumer Product
Mix consists of major product lines:
Cleaning & Protecting; Personal
Health care; Home Improvement;
Decorating, Organizing & Crafts;
School Supplies; Office; and Sports
& Recreation. Each line and subline
has many individual items. This
company has thousand products in
their portfolio. 35
3. Product Mix decisions
The company can increase its business in four ways.

(1) It can add new product lines, widening its product mix. In this way, its new
lines build on the company’s reputation in its other lines.
(2) The company can lengthen its existing product lines to become a more
full-line company.
(3) It can add more versions of each product and thus deepen its product mix.
(4) The company can pursue more product line consistency—or less

36
Branding Strategy:
Building Strong Brands
37
Brand equity
Brand represents the consumer’s perceptions and feelings about a product and its
performance. It is the company’s promise to deliver a specific set of features,
benefits, services, and experiences consistently to the buyers
Brand equity is the differential effect that the brand name has on customer response
to the product and its marketing.
Advantages of Branding

38
Building strong brands
MAJOR BRAND STRATEGY DECISIONS
Brand positioning Brand name selection Brand sponsorship Brand development
Attributes Selection Manufacturer’s brand Line extensions
Benefits Protection Private brand Brand extensions
Beliefs and values Licensing Multi-brands
Co-branding New brands
We
focus
on
this
39
Brand Name Selection

Desirable qualities for a brand name include:
1. Suggest benefits and qualities: LandCruiser, Vietnamworks, Hotjobs, Lean
Cuisine, Lotte Xylitol, Foody, etc.
2. Easy to pronounce, recognize, and remember: iPod, JetStar, Nike,
Amazon.com, Mekong, Sumo BBQ, etc.
3. Distinctive: Lexus, Innova, Galaxy, etc.
4. Extendable (to other categories): IBM, Amazon.com, Sony
5. Translatable for the global economy: Irish Mist (Mist means fertilizer in
German); GM’s Nova means “Doesn’t Go” in Spanish; Pizza Hut P'Zone: “Pe
Zon” means “nipple” in Spanish.
6. Capable of registration and legal protection: a brand name cannot be
protected if it reuses or is similar to existing brand names. E.g. Burger King in
Australia.
40
Brand Sponsorship
National brands: manufacturers sell their output under their own brand names.
E.g. Sony Bravia HD TV or Samsung Galaxy, etc.
Store brands (private brands): retailers and wholesalers create their own
brands
E.g. Mega Market has several brands of their own: Aro (FMCG products: dishwashing liquid, laundry
detergents, packaged foods), Horeca (kitchen products, stock powders, plastic containers), Sigma
(stationeries). Saigon Coop-mart has SGC brand name.
Licensed brand: some companies license names or symbols previously

created by other manufacturers, names of well-known celebrities or characters
from popular movies & books.
E.g. sellers of children’s products use famous character names with their items, such as Winnie the
Pooh, Scooby Doo, Harry Porter, Biti’s Marvel, etc.
Co-brand: occurs when two established brand names of different companies

are used on the same product.
E.g. Sony Ericsson, Nike+iPod Sport Kit, Virgin Master Card, Fiat – Mattel created Barbie car
Source: Kotler et al. (2017, p. 266 - 267)
41
Example of brand sponsorship: Biti’s Marvel
Source: MMA (2018)

42
Brand Development Strategy
A company has four choices when it comes to developing brands

43
Line Extension Strategy – Extending an existing brand name to new forms,

colours, sizes, ingredients or flavours of an existing product category.

44

Brand Extension Strategy – Extending an existing brand name to new
product categories

45

Multi-brands – Different brands in a given product category
Multi-branding offers a way to establish different features and appeal to different
buying motives. It also allows a company to lock up more reseller shelf space.

46
New brands are used when existing brands are inappropriate for new
products in new product categories or markets.

47
Product and its

Product Life Cycle
48
The five stages of the

product-life cycle
1. Product Development Stage
2. Introduction Stage
3. Growth Stage
4. Maturity Stage
5. Decline Stage
Sales and profits over the product’s life from

inception to decline

49
Product Life Cycle of Coca Cola
Present:
1892 – 1900s: - Product
- Became improvement: new
popular flavor, design,
across the packaging
1886: US - New market
- Introduced - Made
segments
as a soda available in - Enlarge
fountain bottles distribution
drink channel
- 5 cents a
glass
Coca Cola
Introduction Growth Maturity Decline
50
Stage 1. Product Development
During product development, sales are zero and the company’s investment
costs mount. Firm invests human resources and financial resources into
Research & Development activities. Market research, concept testing and
product testing as well as market testing are necessary and important in this
stage.

51
Stage 2. Introduction
• The introduction stage starts when the new product is first launched.
• In this stage, profits are negative or low, promotion spending is relatively
high, only basic versions of the
product are produced.

52
Stage 3. Growth
• The growth stage is where sales begin to climb

quickly.
• New competitors will enter the market.
• They will introduce new product features
• The increase in competitors leads to an increase
in the number of distribution outlets.
• Profits also may increase during the growth stage.
E.g. There were few competitors during the

introduction stage of Amazon’s e-book reader,
Kindle. During the growth stage, competition
became more intense as Sony’s digital reader called
Daily Edition and Apple’s iPad entered the market.
53
Stage 4. Maturity
• The maturity stage is characterized by slowing product growth.

• The slowdown in sales growth results in many producers with many
products to sell.
• Competitors begin marking down prices, increasing their advertising and
sales promotions, and upping their product-development budgets to find
better versions of the product. These steps lead to a drop in profit.

54
Stage 5. Decline
• The sales of most product forms and brands eventually dip.
• Management may decide to maintain its brand without change in the hope that
competitors will leave the industry.
• Management may decide to harvest a product, which means reducing various
costs (plant and equipment, maintenance, R&D, advertising, sales force) and
hoping that sales hold up.
• Management may decide to drop the product from the line.

55
Product Life-Cycle Strategies

Key characteristics, objectives and marketing strategies of each stage of
the PLC

56
Product Life-Cycle Strategies

Key characteristics, objectives and marketing strategies of each stage of
the PLC

57
Topic 4 – Tutorial
Product, Services, and
Branding Strategy
Activity 1: 3 levels of product

 Each team has to choose 1 product (with specific brand name) and analyse
3 levels of that product.
 Draw your “3 levels of product” and explain your product for the whole class.
59
Activity 2: Brand Development Strategy

 Research some companies and provide evidence of their brand
development strategies
 Choose any company, search and identify as many brand development
strategies as possible (with evidence). Then you can share your results
with your classmates or your group.
E.g., Vinamlk, Sony, Samsung, Yamaha, Nestle, Pepsico, Nestle, P&G, Unilever,
Johnson & Johnson, etc.
60
Further Reading: Marketing 4.0

(This part will not be taught in class)
61
From Selling the Four P’s to

Commercializing the Four C's
4P's 4C's
Companies develop products Co- Customers can customize and
Product
developed according to customers' Creation personalize products and services
needs and wants
Companies use cost-based, Dynamic pricing – flexible prices

competition-based, and customer Price Currency based on market demand and
value-based pricing capacity utilization
Peer-to-peer distribution – access

Companies decide where to distribute Communal to products and services are served
the products for customers' Place
Activation instantly with the peers in close
convenience proximity
Companies sending messages to Social media allows customers to

customers as audiences through ads, Promotion Conversion
converse with each other.
PR, sales promo, etc.
Source: Kotler, Kartajaya, and Setiawan (2017)
62
Co-Creation
• Co-creation is the new product

development strategy.
• Through co-creation and involving
customers early in the ideation
stage, companies can improve the
success rate of new product
 Disney theme part let customers personalise
development.
their own MagicBand with Disney character and
• Co-creation also allows customers designs.
to customise and personalise
products and services, thereby
creating superior value propositions.
Source: Kotler, Kartajaya, and Setiawan (2017)
63
How co-creation is helping accelerate product and

service innovation
In an Industry 4.0 environment,

many companies are
augmenting their approaches to
the development of new
offerings
Source: Kwan (2020)
64
Types of co-creation partners
Source: Kwan (2020)
65
Case Study - IKEA | Co-creating with Australia’s

future designers
IKEA is ‘bringing customers and

IKEA suppliers closer through
co-creation’ (IKEA 2020).
In early 2018, Swedish furniture

and home goods retailer IKEA
launched ‘Co-Create IKEA’, a
digital platform encouraging
customers and fans to develop
new products (Fournier 2019).
66
Case Study – Coca-cola | Co-creation Experiment

Coca-Cola taps 'co-creation' for product innovation (WARC 2018)
 ‘As of late 2018, Coca-Cola has entered a

co-creation experiment with customers to
make sure its Southeast Asia product strategy
reflects the tastes of the region and its people’
 ‘Consumers are changing, it is very difficult to

keep and hold people’s attention. [Co-creation]
forces you to push boundaries, to be on the
lookout for going to mass market faster.’ – said
Andrea Bracho Poirier, Manager of
Commercial Insights for Coca-Cola Southeast
Asia.
Source: WARC 2018 Source: Fournier 2019
67
Case Studies
Source: Kwan, Schroeck, and Kawamura (2020)

68
Reference List
• Cawthray, B & Murphy, P 2021, FMCG growth is set to reach 10% by the end of March, Kantar, viewed 10 March 2021,
<https://www.kantar.com/inspiration/fmcg/fmcg-growth-is-set-to-reach-10-by-the-end-of-q1-2021>.
• Kotler, P, Armstrong, G, Ang, SH, Tan, CT, Yau, OHM & Leong, SM 2017, Principles of Marketing, An Asian Perspective, Pearson Education Limited,
Harlow, United Kingdom.
• Kotler, P, Kartajaya, H & Setiawan, I 2017, Marketing 4.0: moving from traditional to digital, Wiley, Hoboken, New Jersey.
• Kotler, P, Kartajaya, H & Setiawan, I 2017, Marketing 4.0: moving from traditional to digital, Wiley, Hoboken, New Jersey.
• Kwan, A 2020, How cocreation is helping accelerate product and service innovation, Deloitte, viewed 1 March 2021,
<https://www2.deloitte.com/uk/en/insights/focus/industry-4-0/cocreation-accelerating-product-innovation.html>.
• MMA Global 2018, Vietnam – Promotion, MMA Global, viewed 1 March 2021,
https://www.mmaglobal.com/smarties-2018/finalists/winners/region:10?fbclid=IwAR1NYXiTyQg_W89lBymGDqGbUFNVk_kUGnKBQDCeTqovgL3KPvRRtn
ju_bA
.
• Nike 2020, 6 Moves to Do on a Flat Bench at Home with Kirsty Godso | Variations | Nike, YouTube, 28 March, viewed 1 March 2021,
<https://www.youtube.com/watch?v=sRLfuPB3FjE&list=PLNqKTn4CuEXfttHuG6V7V0QuATnl3hN89>.
• Porsche 2021, Customer Service, Porsche, viewed 1 March 2021, <https://www.porsche.com/international/motorsportandevents/motorsport/
customerracing/customerservice/>.
• Revlon n.d., Our founders, Revlon, viewed 1 March 2021, <https://www.revloninc.com/our-company/our-founders>.
• Samsung 2020, Galaxy Z Flip 5G: Worth the hype - Customization | Samsung, YouTube, 31 December, viewed 1 March 2021,
<https://www.youtube.com/watch?v=02iCL4MmvsI>.
• Samsung 2021, Make your own TV with The Frame | Samsung, YouTube, 12 March, viewed 15 March 2021, <https://www.youtube.com/watch?
v=qj8ydsvN0Yw>.
• Samsung South Africa 2020, Galaxy Z Flip: Official Launch Film, YouTube, 18 February, viewed 1 March 2021, <https://www.youtube.com/watch?
v=AUNh3yFxGUk>.
• Sonos 2021, Sonos Roam | The portable smart speaker for all your listening adventures, YouTube, 10 March, viewed 15 March 2021,
<https://www.youtube.com/watch?v=F3PKdtBOYK8>.
• Sonos n.d., How it started – Pioneers of wireless audio, Sonos, viewed 69
1 March 2021, <https://www.sonos.com/en/our-company>.
Thank you!
70

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Topic 4 – Online Lecture

Product, Services, and

Recap: Marketing Process

Where are you in this simple model of marketing process?

Source: Kotler et al. (2017)

Source: Cawthray and Murphy (2021)

Pre-class activity: Video of P.S charcoal

After watching the above video,

Source: MMA Global (2018)

Source: Kotler et al. (2017, p. 245)

• Service quality can be different, depending on who, where and when

Source: Kotler et al. (2017, p. 245 & p. 271))

When you buy an iPad, you are buying more than

Source: Kotler et al. (2017, p. 245)

Example of brands go beyond Product to

Souce: Added Value (2015)

How about the Product Experience during Covid-19?

Source: Nike (2020)

In addition to tangible products and services, marketers have broadened the

Three Levels of Products

• Core customer value: what is the buyer really

• Actual product: product/service features,

• Augmented product: additional consumer

An American businessman and

Source: Revlon (n.d.)

Example – 3 levels of product

Discussion: What are the 3 levels of products

Source: Samsung (2020) and Samsung South Africa (2020)

Product classification – Types of Products

Consumer products are products Industrial products are those

Source: Kotler et al. (2017, p. 247-248)

Source: Kotler et al. (2017, p. 247)

Source: Kotler et al. (2017, p. 247)

Marketing Considerations for Consumer Products

Source: Kotler et al. (2017, p. 247)

Individual product Product Line Product Mix

Product attributes Product Line filling Adding new Product Lines

Branding Product Line Stretching Widening product portfolio

1. Individual Product and Service Decisions

Examples of product attributes

Source: Sonos (2021), Sonos (n.d.), and Samsung (2021)

1. Individual Product and Service Decisions

A brand is a name, term, sign, symbol, or design, or a combination of

Branding helps buyer in:

Branding helps sellers in some ways:

1. Individual Product and Service Decisions

Packaging involves designing and producing the container or wrapper for a

A growing trend is the Story-selling Use of QR code: collaboration

1. Individual Product and Service Decisions

Labels identify the product or brand, describe

However, there are some issues with labels: labels

1. Individual Product and Service Decisions

Source: Kotler et al. (2017, p. 255) and Porsche (2021)

Product line is a group of products

E.g. Adidas produces several lines of

Source: Kotler et al. (2017, p. 255)

2. Product Line Decisions

The firm can expand its product line in two ways: