ABSTRACT
This chapter discusses a number of concepts associated with the product range sorting policy. The product range, in combination with the choice of the target group, is the most important marketing mix variable for retail. The technical structure of a product range must be completed from a product range philosophy on the level of product categories. Product categories are assembled to offer the consumer a selection within a sub product range. The operation of the pyramid can be illustrated using the brands structure of supermarket product groups. Depending on the product range philosophy of the supply formula, the original pyramidal structure will vary. With the sorting per product range of a large number of retailers, the private label plays an important role. Private label include all brands that appear exclusively within the product range of a certain retailer or group of retailers.
