让产品线扩展物有所值企业培训（Allow product line extensions to be worth enterprise training）.docVIP

让产品线扩展物有所值企业培训（Allow product line extensions to be worth enterprise training） Although the product line expansion has many successful examples, such as danone Activia, yulan oil Regenerist and bayer Low Dose, many of the product line extensions do not add up. That is the extent to which the new product line extends to category, company or brand to increase sales, while taking into account cannibalism, competition and other market factors. Marketers may have different reasons to expand their product lines. They may have a winning idea, or they need something new to sell to consumers, and something new to share with retailers to keep their shelves full. For whatever reason, a lot of product line extensions are not enough to be augmented, so it is difficult to change in the market because of the low volume of sales or the number of brand replacements. It turns out that, on average, the closed product line expansion generates only 1% of the category sales (the McKinsey quarterly, 2006). In addition, many of the similar product line extensions have been eroded mainly by its parent brand, which will worsen the next year when product line expansion marketing support is reduced. Marketers how to predict the product line extension can increase how much sales concept, not only from the parent brand level (this is the traditional forecast sales growth range), and from the category and brand portfolio level? In addition, how can marketers optimize their product lines if they should be expanded? The answer lies in a comprehensive approach to increasing the ability to make full use of effective innovation, forecasting and product line optimization techniques. Equally important, namely, increasing prediction competition environment, must be considered in order to ensure accuracy, and explore the category growth opportunities and consumer use occasions, in this way, marketers to find new ways to achieve business growth. From the marketing point of view, the four levels of increasin