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Product Line – Length

Panjang lini produk menunjukkan jumlah produk yang berbeda dalam lini produk. Sebuah lini produk yang panjang memiliki banyak produk yang berbeda di dalamnya dan lini produk singkat memiliki sejumlah kecil produk yang berbeda. Pekerjaan manajer produk adalah untuk menentukan berapa banyak produk untuk memasukkan dalam lini produk. Jika ada jenis produk terlalu banyak dalam lini produk, mereka akan mulai bersaing satu sama lain, meningkatkan biaya yang tidak perlu dan bahkan membingungkan pelanggan. Jika lini produk yang terlalu pendek akan membatasi pilihan pelanggan dan mengirim pelanggan ke pesaing dengan pilihan produk yang lebih besar.

Product Line – Depth

Beberapa jenis produk dalam lini produk dapat dibagi lagi menjadi beberapa kelompok, kedalaman lini produk menunjukkan berapa banyak subkelompok lini produk mengandung. Misalnya Samsung telah membagi ponsel mereka ke dalam baris layar sentuh berikut produk, slider / folder, keyboard QWERTY dan telepon bar. Masing-masing lini produk dapat lebih dibagi menjadi subkelompok pada saat menulis artikel ini Samsung memiliki ponsel slider 7 seluler dan 32 ponsel layar sentuh ponsel, 32 adalah lini produk yang mendalam.

Product Line – Width adalah jumlah produk line yang telah dibagi bagi secara mendalam serta dalam suatu perusahaan itu membuat produk-produk yang berbeda manfaatnya. Misalnya unilever yang memiliki banyak produk yang berbeda-beda seperti rinso, sunsilk, dsb.

Contoh Perusahaan yang mengembangkan Product Line

UNILEVER

Unilever adalah perusahaan multinasional yang memproduksi barang konsumen yang bermarkas di Rotterdam, Belanda. Perusahaan ini didirikan tahun 1930. Perusahaan ini mempekerjakan 206.000 pekerja. Memproduksi makanan, minuman, pembersih, dan konsumen pribadi. Beberapa merek terkenal milik Unilever adalah: Rinso, Sunsilk, Dove, dan Clear. Di Indonesia, Unilever bergerak dalam bidang produksi sabun, deterjen, margarin, minyak sayur dan makanan yang terbuat dari susu, es krim, makanan dan minuman dari teh, produk-produk kosmetik, dan produk rumah tangga.

Unilever Indonesia didirikan pada 5 Desember 1933 sebagai Zeepfabrieken N.V. Lever. Pada 22 Juli 1980, nama perusahaan diubah menjadi PT Lever Brothers Indonesia dan pada 30 Juni 1997, nama perusahaan diubah menjadi PT Unilever Indonesia Tbk. Unilever Indonesia mendaftarkan 15% dari sahamnya di Bursa Efek Jakarta dan Bursa Efek Surabaya pada tahun 1981.dan mempunyai lebih dari 1000 supplier.

Contoh bahwa Unilever Mengembangkan Product Line

Product Line – Length: misalnya Produk Lifebuoy. Lifebuoy memiliki banyak jenis didalam brand tersebut. Ada Lifebuoy Shampoo, Sabun Lifebuoy, Lifebuoy Hand Sanitizer, dsb. Itulah yg dimaksudkan dengan product length yg dipisahkan jenis-jenis dalam produk atau brand yang sama.

Product Line – Depth: Misalnya Produk Lifebuoy. Didalam jenis Lifebuoy Soap, terdapat berbagai macam pembentukan atau jenis-jenis dalam sabun lifebuoy tersebut. Misalkan saja sabun Lifebuoy yang batangan, ada lagi sabun lifebuoy yang cair yang dipaketkan kedalam botol atau sachet. Jadi intinya adalah product line depth ini membagi suatu produk lebih dalam lagi.

Product Line – Width: Misalnya saja satu kesatuan perusahaan Unilever yang mana Unilever company telah meluncurkan banyak produk-produk yang berbeda manfaatnya. Seperti Rinso, Surf, Sunsilk, Lifebuoy, Molto, clear, blueband, Axe, dan masih banyak lagi. Keseluruhan jenis produk itulah yang dinamakan Product line –width.

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