Chapter 6

Product Line Strategies

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

—Peter Drucker


The two quadrants of product line and branding strategies are referred to as the managed sectors. The rationale for these quads is they serve as a kind of holding zone for products on their way to the cost-price leadership quadrant and then on to decline. What marketers do in this area is apply a variety of practices to products and services to retain them, or to manage them in a kind of controlling pattern that can last for years. Coca-Cola, Budweiser beer, Tide soap, and Sylvania ...

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