A company makes several different kinds of shampoo, but it did not have a dandruff shampoo designed for women until it added Pro-Women antidandruff shampoo. This is an example of a(n) ________.
A) downward product line stretch
B) upward product line stretch
C) cannibalization strategy
D) filling-out product strategy
E) product line contraction

Question

Quizplus · Accepted Answer

Adding a new product (Pro-Women antidandruff shampoo) to address a previously unmet need within an existing product line (shampoos) without moving up or down in market positioning or price points is an example of a filling-out product strategy. This strategy involves adding more items within the present range of the line to cover missing items and better satisfy customer needs.

A Company Makes Several Different Kinds of Shampoo, but It