Heinz stopped marketing its "Bite Me" brand of frozen pizza snacks due to disappointing sales. This is an example of a ________.
A) filling-out strategy
B) downward line stretch
C) product line contraction
D) value stretch
E) cannibalization strategy

Question

Quizplus · Accepted Answer

Product line contraction refers to removing or discontinuing certain products from a company's product line. In this case, Heinz stopped marketing a particular brand of frozen pizza snacks due to poor sales, indicating a contraction in their product line.

The other options are not applicable in this scenario:
A) Filling-out strategy refers to adding new products to an existing product line. 
B) Downward line stretch involves introducing a lower-priced product in an existing product line. 
D) Value stretch is the opposite of downward line stretch, involving introducing a higher-priced product in an existing product line. 
E) Cannibalization strategy involves introducing a new product that competes with an existing product from the same company.

Heinz Stopped Marketing Its "Bite Me" Brand of Frozen Pizza