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MANAGING PRODUCTS, meaning, Definition - Coggle Diagram

- - - - Line Extension???
        
        Unilever ADD a NEW PRODUCT (Magnum) to a line
      - Trading up/ Line leveraging
        
        ADD line extension that's better QUALITY (Magnum better than Cornetto) than other product
      - Trading down
        
        ADD line extension LOWER QUALITY than other product
        
        IMPACT: REDUCTION in BRAND EQUITY
- - - - planned activity as introduction of a new product
      - Factors
        
        Business Objective Profit/sales
        
        Strategies objective-new prod ready, competitive product launched
        
        New technology availability
        
        Need for variety by the customer or sales channel/retailers
      - Risk
        
        need to introduce another product in its place
        
        spend large sum of promote
        
        need retrain manpower and sales channel
        
        action of customers is not know
- - - - adds product at price point below the current product
    - - adds product above current product
    - - stretch product simultaneously in lower and upper ranges