The Product Line

My complaining articles continue. This time I address two important topics on product lines of the companies.

In 2009 while I was developing iPhone apps, I read books on Steve Jobs. Those books sold millions and most probably every major marketing manager had read them. One of the reasons of Apple's success was attributed to the simplification of its product line. When I read it, it made a lot of sense to me. However, after all those years I see no effect of it on the companies. They still keep extending their product line with indistinguishable products.

I recently bought an electric toothbrush. Such products are a motorized handle and removable brush bits. The changed bits differ depending on the use that is acceptable. However, the company producing it offered almost twenty different varieties of the handle which is simply a battery operated motor. These devices are not serviceable as well. Increasing the complexity of a simple product makes it impossible for the company to manufacture them in Germany or the USA. My proposition for the companies is to come up with minimum number of products to satisfy customer needs. Simplify the design, make them serviceable, manufacture them locally and sell them directly online. Instead of overcomplicating a simple machine, use the technology to develop different products. Ex: Battery operated kitchen mixers, mini massagers, adult toys...

One last word on the environmental friendliness of the products. All the global consumer good companies spend millions of dollars to emphasize their environmental sensitivity. However, none of their products is serviceable. Increasing the serviceability of a product doesn't decrease the sales of a company, but increase the brand royalty. A short lived experience for a customer would probably lead to a change of brands. Additionally, selling the spare parts for the products offered at a reasonable price would strengthen the products status among its rivals. Providing experience to the customer is important. If the company keep charging ridiculously high prices for the accessories and spare parts, the end user would be forced to buy cheap aftermarket alternatives which would damage the experience.