Product bundling
Product Bundling is a
marketing strategy that involves offering several
products for sale as one combined product. This strategy is very common in the
software business (for example: bundle a
word processor, a
spreadsheet, and a
database into a single
office suite).
It is most successful when :
- a) there are economies of scale in production,
- b) there are economies of scope in distribution,
- c) consumers appreciate the resulting simplification of the purchase decision and benefit from the joint performance of the combined product,
- d) when the marginal costs of bundling are low.
- e) when production set-up costs are high,
- f) when customer acquisition costs are high
Product bundling is most suitible for high volume and high margin (ie.; low marginal costs) products.
See also : marketing, product management