In the 1970s, Gillette introduced The Hot One, a self-heating can of shaving cream, but stopped making it when it found little demand for the product beyond well-groomed campers. Gillette used a _____ strategy with The Hot One.
A) trading down
B) produce alteration
C) diversification
D) repositioning
E) product-mix contraction

Question

Quizplus · Accepted Answer

Product-mix contraction is the process of reducing the number of products in a company's product line. Gillette used this strategy with The Hot One because it found little demand for the product beyond well-groomed campers.

In the 1970s, Gillette Introduced the Hot One, a Self-Heating