Companies serving the middle market may decide to apply a two-way stretch, that is, to stretch
the line in both directions. Texus instruments having medium-price and medium-quality calculators
goes to downmarket by introducing economy-range calculators to compete with Bowmar, and also
with brand TI BA II Plus to face competition with Hewlett Packard’s brand HP 12C in the upmarket.
■Line fi lling: Unlike line stretching, when a company adds new items to a product line along with
its current range, we call it line fi lling. Too much line fi lling may result in self-cannibalization and
customer confusion. Kodak introduced Kodak Funtime to compete with low-price brands. But over
time, it was observed that Kodak’s regular ...
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