Kofola is a Czech cola that was created during the communist era. Its sales collapsed after the fall of communism. Consumers perceived Coca-Cola to be "glamorously capitalistic." During the first decade of this century, the cola has made a strong comeback. The beverage company has been so successful with its cola that it has introduced a citrus version as well as a children's fruit-based drink--all marketed under the Kofola brand. This is an example of a(n):
A) change in strategic marketing strategy.
B) mix extension.
C) change in organizational goals.
D) line extension.
E) organizational restructuring.

Question

Quizplus · Accepted Answer

Introducing new flavors or variations of a product under the same brand, such as a citrus version and a children's fruit-based drink in the case of Kofola, is an example of a line extension. This strategy involves expanding the product line within the same product category to attract different customer segments or to offer more variety to existing customers.

Kofola Is a Czech Cola That Was Created During the Communist