Internet Activities 9.2 Product range terminology

Developing Products

In this activity, you will gain a clearer idea of product range terminology.

Activity Description
The product range encapsulates the products in the company’s portfolio and maps out how they are related as a category. This would take into account its product item, line, mix, length, depth, and width.

To begin, choose one company from the following list:

  • L’Oréal
  • Ikea
  • Apple
  • LG
  • Johnson and Johnson
  • Cadburys

Give examples for your chosen brand of what would be included in each category below.

  • Product Item
  • Product Line
  • Product Mix
  • Product Line Length
  • Product Line Depth
  • Product Mix Width


  • How synergistic are these products to each other?
  • What new innovative products would you propose that would fit in within their existing product range?