Line Extensions

Published: 2021-06-29 06:45:35
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Category: Science

Type of paper: Essay

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Line Extensions are the least risky of new product introductions, they tap into the success of existing prodcuts and refresh a line up with new flavours, fragrances and so forth. They are particularly important in categories where consumer like news such as in snacks, beautycare, fashion and consumer electronics. The challenge with line extensions is for them not to simply cannibalise existing revenue. For example a Lays Cucumber flavour launch may bring new users into the potato crisp category whereas "fillet mignon" may simply cannibalise "BBQ" or "Fried Chicken".
The real challenge for marketers is to expand their innovation portfolios from "safe" line extension and "commercial innovation" work into true innovation territory where both the risks and rewards are greater.
"Only 27 more to go", I texted when A175 went up.
"Only?", he texted back.
Suddenly, the lady who was tending the line and handing out tickets made an announcement. "The average wait time is 62 minutes. This is a first come, first serve department. The A tickets are the express tickets, and the B and C tickets will have to wait longer."
Thank goodness the A-tickets were express. However, just when we thought things couldn't get any worse, a baby started to scream. At least the air conditioning worked, and it struck me then: There is a huge opportunity for innovation here!

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