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downward stretching

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00:55 Aug 9, 2021
English to Italian translations [PRO]
Marketing - Marketing / Market Research
Additional field(s): Business/Commerce (general), Retail
English term or phrase: downward stretching
Definition from MBA Skool:
It occurs when a new product is introduced into an already established line of products. Often the new product is launched at a lower price point than its peers in the same brand. The objective of downward stretching is to use the brand equity or existing positive brand image of an existing line of products to launch new items.

Example sentence(s):
  • However there are significant dangers to downward stretching, particularly for a prestige brand, including: product cannibalization of their higher-margin products, overall deterioration in their brand image, needing to support multiple products in the marketplace, or multiple positionings. Marketing Study Guide
  • A more serious problem with downward stretching is that the new low-end item might eat away at the sales of or cannibalize the company's higher-end items, leaving the company worse off. ZABANGA Marketing
  • In the year 2008, TATA motors had launched their car price at Rs.1 lakh. Initially they had targeted the upper and middle class consumers for the models SUMO and Indica , the launch of NANO indicates downward stretching, where TATA extended its products to the lower class category of consumers. CareerRide.com
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Question posted on behalf of translation team:
GBK marketing and advertising specialistsGBK marketing and advertising specialists


This question will remain open until an answer receives the required level of agreement from peers. Submission is still possible.


Summary of translations provided
4 +1offerta promozionale
Ettore Peyrot


  

Translations offered


10 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
offerta promozionale


Definition from own experience or research:
L'offerta promozionale è appunto un downward stretching
https://it.wikipedia.org/wiki/Promozione e
https://megamarketing.it/come-utilizzare-gli-sconti-dei-clie...

Example sentence(s):
Ettore Peyrot
Italy
Local time: 08:08
Native speaker of: Italian

Votes in favor of/against selecting this as the best translation of the term asked
Yes  Angie Garbarino
9 days
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