“ A group of products that are closely related because they function in a similar manner are sold to the same customer groups, are marked through the same types of outlets, or fall within given price range”.
For example :- Nike products several lines of athletic shoes, Motorola products several lines of telecommunications products and AT&T offers several lines of long distance telephone services.
A major product line decision involves product line length.
The number of items in the product line.
The line is too short if the manager can increase profits by adding items.
The line is too long if the manager can increase profits by dropping items.
Product line length is influenced by company objectives and resources.