What is Line Stretching?
Line Stretching:
Decision associated to line stretching is taken when the marketer feels he can raise his profits through either adding or dropping items by the line. This can be both ways as upward or downwards. Downward stretch taken place while the company final which its offering are at high price and of the market and then stretch line of it downward for illustration P&G. Ariel detergent started at premium end and after that the down market ariel bar was established to tap lower segment.
Conbary to that upward stretch arises. It occurs while a company enters the upper end by a line extension. The regimes for it may be a higher growth rate, superior margins or simply a wish to be a total line marketer. Throughout such stretch the brand had used hygiene like is core benefit, therefore there was no dissonance within the minds of the consumers.