Marketing
Design the product portfolio end to end
When the portfolio grows complicated, manage the product mix, the line depth and the design decisions together with the life cycle, cannibalization and what the brand carries.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Product mix and line architecture
Foundational: you learn how a company decides what to sell. By the end of this program you can tell the three product policy decisions apart (mix breadth, line depth, item design), judge the three ways a new line connects to the existing business, name an upward stretch, a downward stretch and a line fill, and apply vertical and horizontal differentiation to a portfolio decision.
- Bose and the three decisions
- Mix breadth: which businesses to be in
- Stretching and filling
Apply it: Case: Selborne Preserves
4 lessons · ≈3 hours
- Program 02
Product line depth: the nine considerations
Intermediate: you learn to decide how deep a product line should run. By the end of this program you can work through customer heterogeneity, configuring the offering to the segment, competitive impact, legitimization, category size, margins and cannibalization, brand equity, the cost of variety and collaborator reaction, and design a line deliberately instead of extending it by reflex.
- Customer heterogeneity and positioning
- Competition and legitimization
- Brand equity, cost and collaborators
Apply it: Case: Brackenhill Coffee Roasters
5 lessons · ≈3 hours
- Program 03
Product design, development and the life cycle
Advanced: you learn to design an item, develop it and manage it over its life. By the end of this program you can use Levitt's four product levels (generic, expected, augmented, potential), name what winning products have in common and what speeds adoption, choose a development process and read a concept test, and manage the four stages of the product life cycle.
- Levitt's four product levels
- What winning products have in common
- New-product development
Apply it: Case: Lodestone Wearables
5 lessons · ≈3 hours