Page 42 - PRODUCT

LINE MODERNIZATION

Product's improvements

Reasons:
Companies plan improvements to encourage customer

migration to higher-valued, higher-priced items.
A major issue is timing improvements so they do not appear too

early (damaging sales of the current line) or too late (after the
competition has established a strong reputation for more advanced

equipment)
Example: Microsoft, continually introduce more advanced versions

of their products. Microsoft Office 2019 is the current version of
Microsoft Office for both Windows and Mac. It is the successor to

Office 2016 and will be succeeded by Office 2021 on October 5,
2021.

3.3 PRODUCT FEATURING

•The product-line manager typically selects one or a few items in the line
to feature

At other times, managers will feature a high-end item to lend prestige
to the product line

Sometimes a company finds one end of its line selling well and the
other end selling poorly

The company may try to boost demand for the slower items
Example: Bonia may announce a special low-priced shoes to attract

customers