The famous Oreo cookie has added to its brand. The Oreo company now sells piecrusts, ice cream cones, and cookie dough. Now Oreo can compete more broadly in the industry because of its product line extension.
The product lines are characterized as a marketing strategy used by companies with the objective of gaining market and increasing sales of products through current and new consumers.
This strategy occurs when a company makes available on the market a group of differentiated products sold by the same brand, but with different features and benefits to meet the needs of different types of target audience. The expansion of the product line is an effective strategy to increase brand value and customer loyalty, since there is a greater likelihood of consumers returning to consume a brand they admire and have had good experiences in previous purchases.
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