Managing Product Lines

A product line is a firms total product offering designed to satisfy a single need or desire of target customers. Product line extensions can include stretching (adding new items to the line), filling (adding sizes or styles), contracting (dropping items), or downsizing (lower-priced items). Product lines can be wide (many options) or narrow (1 or a few options). 

An example of a product line would be Goldfish Crackers in a Bag, Goldfish Crackers in boxes, Goldfish Crackers in Cartons and Goldfish Crackers in Multi-packs. This is an example of a product using packaging to fill out the product line.  Filling is the process of adding sizes or styles to a specific product.  They come in small packages, Costco size, thrift packs and kid-size packs.