Table 3 Failed vs survivor line...

Table 3

Failed vs survivor line extension sample with penetration below category mean

Category	Line extension quarterly penetration below category mean – %
	Failed				Survivor
	Q1	Q2	Q3	Q4	Q1	Q2	Q3	Q4
Cookies	71	75	77	86	58*	56*	59*	60*
Coffee	87	84	83	87	58*	56*	53*	53*
Cereal	77	81	82	89	52*	50*	49*	50*
Toothpaste	82	83	83	92	60*	59*	57*	55*
Air freshener	75	81	81	89	53*	48*	52*	44*
Mean	78	81	81	89	56	54	54	52
Std deviation	6	3	2	2	3	5	4	6

Category	Line extension quarterly penetration below category mean – %
	Failed				Survivor
	Q1	Q2	Q3	Q4	Q1	Q2	Q3	Q4
Cookies	71	75	77	86	58*	56*	59*	60*
Coffee	87	84	83	87	58*	56*	53*	53*
Cereal	77	81	82	89	52*	50*	49*	50*
Toothpaste	82	83	83	92	60*	59*	57*	55*
Air freshener	75	81	81	89	53*	48*	52*	44*
Mean	78	81	81	89	56	54	54	52
Std deviation	6	3	2	2	3	5	4	6

Note(s):

* = p ≤ 0.001 (cf failed new line extensions in same quarter). Around 90% of failed LEs have a penetration below the category norm at the end of their launch year. This is in contrast to the half of the successful LEs that are below the norm

Source(s): Authors’ own work

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