A few years ago, Frito-Lay developed Frito-Lay Lemonade as a thirst-quencher for those consumers who also like Frito-Lay's salty snacks such as Fritos Corn Chips. But when people think of the brand name Frito-Lay, thirst-quenching is not a benefit that comes to mind and Frito-Lay Lemonade failed. This innovation strategy is known as a
A)brand extension.
B)radical invention.
C)product line extension.
D)disruptive innovation.
E)product deletion.

Question

Quizplus · Accepted Answer

The strategy used was a brand extension, where a company uses an existing brand name to launch a product in a different category. Frito-Lay attempted to extend its brand into the beverage market, which did not align with consumer perceptions of the brand.

A Few Years Ago, Frito-Lay Developed Frito-Lay Lemonade as a Thirst-Quencher