Contents of the product matrix

[subornaakter24]

The product range matrix must be sufficiently extensive, including a large number of product groups, to satisfy the needs of buyers from a variety of target audiences. If you do not cover everyone, you simply lose profits.

Important: you should already have a so-called core product group. This is the main product your business provides, and we will not talk about it now. It is assumed that you have already hotmail email list decided on your core product (or service). Below are other possible categories.

Category "Locomotives"

Their main purpose is to "lure" the client, demonstrate more favorable (apparently) prices compared to competitors, push to purchase. Even one group can cope with these tasks.

The name "milk" is also used for this category of goods. The point is that everyone knows the prices for milk. If a buyer enters a sales area and sees this product on the first shelves for 250 rubles, he will immediately leave, reasonably deciding that everything else here is very expensive.

Or this approach: place an advertising billboard on the store with information that excellent coffee machines of a popular brand are currently on sale at an attractive price (lower than in other retail outlets in the city). Then, as soon as a customer enters and is interested in this coffee machine, the manager explains that yes, this product is available, and there is also a similar one, but much better and only a little more expensive. That is, the “locomotive” product “dragged” the person into the store, and he was sold a more expensive thing.

It is clear that someone will buy the promotional product, but many will choose something in addition to it or even a higher-priced option.

Category "Related Products"

Managers are usually very pleased if they can sell something in addition to the main purchase. It is in your interests to have a wide range of related products in the product matrix.

Usually, such additional sales have a significant margin, and often they bring the lion's share of income in the business. A simple example: for a mobile phone, related products will be cases, headphones, chargers, a power bank, etc. And for a car, this is, for example, a set of keys or tools.

Related products

Source: William Potter / shutterstock.com

Category "Status goods"

They are also necessary. Why? For two main reasons: there will always be buyers willing to pay a lot for a quality item. In addition, all other goods next to expensive ones seem even cheaper than they actually are.

Indeed, there are categories of people for whom quality is the most important thing, and they can afford not to look at the price. As for the second reason, it will be clearer to understand it with an example.

A person studies the landing page of a construction company and finds three different prices for houses, namely: 900 thousand rubles, 1.3 million rubles and 1.9 million rubles. Which option will he choose? Most likely, the middle one, based on the calculation that it will probably be the optimal match between price and quality. And the last offer may have some expensive "bells and whistles", because it costs almost two million.

But if you now present this same person with another house worth 3.5 million rubles, it will seem to him that 900 thousand is “not money anymore,” and 1.9 million is “just right.” That’s how the presence of a status product played its role.