Milky Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavors to its traditional product. In this case, is the company using a brand extension or a line extension? Explain your answer.
Milky Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavors to its traditional product. In this case, is the company using a brand extension or a line extension? Explain your answer.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Milky Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavors to its traditional product. In this case, is the company using a brand extension or a line extension? Explain your answer.
Expert Solution
Step 1 Introduction
Line extensions take place when a company introduces additional products under the same brand name in the same category. Examples of line extensions include new flavors, packaging designs, colors, added ingredients, and package sizes.In contrast, brand extension is a new product in a completely different category.
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