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The company can extend its product line down-market stretch, up-market stretch, or both ways. Product line extensions are a process where companies with an established brand alter the factors of a product or products to satisfy a refined segment in the market. [1] There are two types of product line extensions, horizontal and vertical.
When companies add a new item to a product line, it is referred to as the product line extension. The purpose of it is to attract new customers who may not be familiar or satisfied with the current standard product line. [8] For example, when a lifestyle pharmacy decided to add in a high protein muesli bar into its current product line of ...
From the line extension to brand extension, however, there are many different types of extension such as "brand alliance", [12] co-branding [13] [14] or "brand franchise extension". [15] Tauber (1988) suggests seven strategies to identify extension cases such as product with parent brand's benefit, same product with different price or quality, etc.
Ansoff pointed out that a diversification strategy stands apart from the other three strategies. Whereas, the first three strategies are usually pursued with the same technical, financial, and merchandising resources used for the original product line, the diversification usually requires a company to acquire new skills and knowledge in product development as well as new insights into market ...
Axe (by Unilever) has a range of similar products that use the same family brand (Axe deodorants, Axe shampoos, Axe shower gels, Axe hair stylers, etc.) . Umbrella branding (also known as family branding) is a marketing practice involving the use of a single brand name for the sale of two or more related products.
A core product or flagship product is a company's primary promotion, service or product that can be purchased by a consumer. [1] Core products may be integrated into end products , either by the company producing the core product or by other companies to which the core product is sold.
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Pages in category "Product management" The following 145 pages are in this category, out of 145 total. ... Product line extension; Product lining; Product literature ...