So today we had a somewhat brief discussion on Product Hierarchy, from which I understood that a Product hierarchy is a tool used by an organisation to classify, organise and understand various offerings and marketing those optimal set of Products.
The following are the six levels of product hierarchy using Lipton Iced Tea as an example,
Need Family- This is similar to the core benefit discussed in the previous post, which can also be related to Maslow's hierarchy of need. Ex- The requirement arising out of thirst and to quench it.
Product Family-These are supplementary attributes which can also be satisfied with the core benefit mentioned above. Ex-satisfaction received by the taste and the feeling of joy.
Product Class/Category- In case of Lipton, beverage would be the category under which various options would be available. These are usually generic items.
Product Line- So under beverages, there could be Tea, Coffee, Cold drinks etc.
Product Type- In each of the above examples, there are sub products like Green Tea, Iced Tea.
Items- Items contain store keeping units which are basically variants available under product types like different sizes or flavours available in Lipton Ices Tea.
The following are the six levels of product hierarchy using Lipton Iced Tea as an example,
Need Family- This is similar to the core benefit discussed in the previous post, which can also be related to Maslow's hierarchy of need. Ex- The requirement arising out of thirst and to quench it.
Product Family-These are supplementary attributes which can also be satisfied with the core benefit mentioned above. Ex-satisfaction received by the taste and the feeling of joy.
Product Class/Category- In case of Lipton, beverage would be the category under which various options would be available. These are usually generic items.
Product Line- So under beverages, there could be Tea, Coffee, Cold drinks etc.
Product Type- In each of the above examples, there are sub products like Green Tea, Iced Tea.
Items- Items contain store keeping units which are basically variants available under product types like different sizes or flavours available in Lipton Ices Tea.
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