What is product range?

Expanding a successful product into a range of variations can significantly enhance a company's market reach and profitability by targeting different market segments. A product range involves creating variations of a core product to appeal to diverse consumer preferences, as seen with Coca-Cola's different flavors or Apple iPhone's multiple models. This strategy allows businesses to leverage their existing brand and user data, making it a cost-effective way to maintain growth without the extensive research and development required for entirely new products. It differs from a product mix, which involves offering complementary products to the same target market, like Johnson & Johnson's extensive baby shampoo line or Coca-Cola's branded merchandise. In the software industry, companies like Netflix and Mixpanel use tiered subscription plans as a product range to cater to varying customer needs, contrasting with a product mix approach where companies like Google or Atlassian offer distinct products for different markets. Overall, developing a product range can help businesses extend the lifecycle of their flagship products and adapt to changing consumer demands.

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