Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics. Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old woman. Which type of strategy is being implemented by the introductions of these cosmetics?
A)portfolio breadth expansion
B)product portfolio width adjustment
C)product item contraction
D)product line extension

Question

Quizplus · Accepted Answer

The introduction of cosmetics for the over-50 woman represents a product line extension strategy, where existing product lines are expanded to cater to a new target market.

Cover Girl and Revlon Are Both Recognized as Leading Manufacturers