Length(total sku*width), width(number of lines in a range) and depth(number of sku in each lines) of

a line & def of range(if they are together in grocery store same range)

Question : calculate average depth

Brand stretching = brand extension – two types: line extension& brand extension

Upward and downward vertical extension – line extension : launching high or low end products of
same line

Brand extension : whole new category , say from yogurt to biscuits or water etc.

Example: Virgin, Milka

The hero & the outlaw