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.
BrandsA 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.
ModelsDifferent models of the same product such as a mobile phone manufacturer that offers 4 models with different features, functions and prices.
StylesStyles such as a model of men's belt that is available in 8 colors.
FormulationsProducts versions that have different ingredients such as an organic and non-organic peanut butter product.
PackagingPackaging variations such as a green tea that is sold loose leaf in a can and as tea bags in a box.
OptionsOptional features such as a phone that is sold with different sizes of memory.
PackagesOptions that are organized into packages such as the trim levels of an automobile model.
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