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7 Examples of Product Depth

Product depth is the number of versions of a product that a firm offers. This introduces variety to satisfy diverse customer needs and reach more target markets. In some cases, product depth also allows a large firm to gain market share by competing with itself to squeeze out real competition. The following are illustrative examples of product depth.


A firm may offer multiple brands in the same product category to give the illusion of choice and competition. Such brands may have different target markets. For example, a fast moving consumer goods company that offers a brand of shampoo marketed to women and a brand of shampoo marketed to men.


Different models of the same product such as a mobile phone manufacturer that offers 4 models with different features, functions and prices.


Styles such as a model of men's belt that is available in 8 colors.


Products versions that have different ingredients such as an organic and non-organic peanut butter product.


Packaging variations such as a green tea that is sold loose leaf in a can and as tea bags in a box.


Optional features such as a phone that is sold with different sizes of memory.


Options that are organized into packages such as the trim levels of an automobile model.
Overview: Product Depth
The variety of a firm's products in a single product category.
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