Moreover, in many markets, the development of product-line extensions is a competitive reality. As product categories evolve, a company must continuously adapt its product lines to changing market, competitive, and trade-intermediary conditions. Could Crest and Colgate have ignored the threat from Arm & Hammer’s baking-soda toothpaste? During the 1980s, pump packages were must-haves; today they have all but disappeared. In 1992, Colgate introduced its stand-up tube; now it seems that all the major brands have adopted such packaging. The list goes on.
“In many markets, the development of product-line extensions is a competitive reality. As product categories evolve, a company must continuously adapt its product lines.”