Product Line Extensions Strategy

According to the Pearson's Marketing Principle, Product Line is a firm's total product offering designed to satisfy a single need or desire of target customers. Product Line Extensions have three strategies : 1)Stretching is adding new items to line 2) Filling is adding sizes or styles 3) Contracting a product line is dropping items. Yoplait uses all these strategies well. There are more than 20 different flavors of yogurt in yoplait. They also play with non-fat and low-fat stuff too. They add new flavor or less fat product in the line, but also remove some products that are not popular. They do not add new items, but flavors which I assume its a style. Therefore, I do not think that they use the Stretching strategy.

Chap 8. Managing product line