Bukhara State University

(b) Parallel Entry:
The firm must time its entry with the competitor. If the competitor rushes to launch the product, the company does the same. On the contrary, if the competitor takes its time, the company also takes time, using the extra time to refine its product.
(c) Late Entry:
The firm might delay its launch until after the competitor has entered.

2. Product Line:

The product line is a group of products that are closely related either because they satisfy a class of need or are used together or sold to the same customer groups or marketed through the same type of outlets or fall within given price ranges.
According to Stanton, A broad group of products intended for essentially similar uses and possessing similar physical characteristics constitutes a product line. For example, Bajaj Electricals turns out fans, electric lamps, cables, electric irons, heaters, transformers and so on.
The important advantages are:
(a) It provides for fuller utilisation of productive capacity.
(b) It facilitates entry into new items without extra marketing expenses.
(c) It enables the marketer to consolidate his advertising and promotional strategy.
(d) It promotes consumer satisfaction.
(e) It acts as a deterrent to competitors who try to step in.
(f) It increases the profitability of the company.
(g) It also satisfies the dealers.
(h) It reduces the risk.
(i) It avoids seasonal fluctuations in sales.

Product Line Decisions:

In fact, decision about adding a new product is not different from other managerial decisions. Taking decision of the product line depends upon a number of factors:
(a) Company’s objectives
(b) Product specialisation
(c) Product influences
(d) Elimination of unsought goods
(e) Marketing influences
(f) Buying habits
(g) Changes in market demand
(h) The distribution net-work
(i) The company’s cost structure
(j) The availability of raw material