Choosing the best product ranges and assortments

Abstract

How can a low price brand be promoted in such a way that it gains sales from its competitors and not from another, more expensive brand made by the same manufacturer? A firm has taken over a company operating in the same field as its own. The managing director wishes to know if he should include the new company under his own corporate umbrella, or continue to sell its products as if they came from a separate manufacturer. A brand is sold in a range of flavours. Should each one be advertised separately, or should the range be advertised as a whole, or should one flavour be used to spearhead the advertising for the whole range? A bank wishes to know if the addition of another service will gain it sufficient additional customers to warrant the cost of the service. Should a range of products in related fields be sold under the same name or under different brand names? A fashion product is sold in a range of different designs. Each additional design costs a certain amount to produce and market. The manufacturer wishes to select the optimum number and combination of designs for his range.

Citation

ROTHMAN, J. (1967), "Choosing the best product ranges and assortments", Management Decision, Vol. 1 No. 2, pp. 10-14. https://doi.org/10.1108/eb000781