Product Management and Portfolio Strategy
Understanding the Product and Its Elements
The product is the primary means to satisfy a desire or need. Products can be tangible, characterized by their physical attributes, or intangible, such as car insurance. Two key elements that exist simultaneously are the commercial attributes of a product (including product design and added services) and brand packaging, alongside the monetary value.
Management of the Product Portfolio
A product line is a group of products that are related to each other because they share similar characteristics. Key features include:
- Width: Indicates the number of different product lines offered by the company.
- Length: The total number of products or references that a company sells.
- Depth: The number of references for each