Trenders påvekan på Line Extension - En fallstudie av Skånemejerier

Sammanfattning: The purpose of this study is to look at the line extensions of the Swedish dairy company Skånemejerier. We have chosen to focus on how trends in ecological products and Functional Food influence the line extensions. The competition in the food sector have made it harder for companies to be seen in the market area and the companies have to make their brands more visible. That is one of the reasons why companies work with line extensions. The study is based on a qualitative approach because we wanted to come closer to our subject in order to establish a greater understanding for the case itself. We have completed five interviews with category business managers at Skånemejerier. We have understood that companies that introduce new products within the current trends have easier to develop line extensions. When the products have been at the market for a while, the companies change the strategy and update the range through flavour changes, because it is hard to stretch the range too much for companies. It is expensive for the companies to support a wide product range and they are defined with shelf space from the wholesalers.