Editing Product lining (section)

{{short description|Marketing strategy of offering several related products for sale simultaneously}}
{{more citations needed|date=April 2016}}

{{Marketing}}
In [[marketing]] [[jargon]], '''product lining''' refers to the offering of several related [[product (business)|products]] for individual sale.  Unlike [[product bundling]], where several products are combined into one group, which is then offered for sale as a units, product lining involves offering the products for sale separately. A line can comprise related products of various sizes, types, colors, qualities, or prices. ''Line depth'' refers to the number of subcategories under a category. ''Line consistency'' refers to how closely related the products that make up the line are. ''Line vulnerability'' refers to the percentage of sales or profits that are derived from only a few products in the line.

In comparison to product bundling, which is a strategy of offering more than one product for promotion as one combined item to create differentiation and greater value, product lining consists of selling different related products individually.<ref>Chen, Y. (1997). Equilibrium Product Bundling. ''The Journal of Business''. ''70''(1), 85–103. {{JSTOR|2353482}}.</ref> The products in the product line can come in various sizes, colours, qualities or prices.<ref>Neubauer, J., Steffen, B., & Margaria, T. (2013). Higher-order process modeling: Product-lining, variability modeling and beyond. {{arxiv|1309.5143}}.</ref> For instance, the variety of coffees that are offered at a café is one of its product lines and it could consist of flat white, cappuccinos, short black, lattes, mochas, etc. Alternatively, product line of juices and pastries can also be found at a café. The benefits from having a successful product line is the brand identification from customers which result in customer loyalty and multiple purchases.<ref>Kekre, S., & Srinivasan, K. (1990). Broader product line: A necessity to achieve success? ''Management Science'', ''36''(10), 1216–1232. {{doi|10.1287/mnsc.36.10.1216}}. {{JSTOR|2632661}}.</ref> It increases the likelihood of customers purchasing new products from the company that have just been added into the product line due to the previous satisfying purchases.<ref name=":0">Krishnamurthi, P. (2007). [http://fmcg-marketing.blogspot.co.nz/2007/10/product-lining-and-price-lining.html Product lining and price lining]. Retrieved March 20, 2016.</ref>