High-Extender Product

A type of Performance Leader product where the user benefits are higher than the Standard Leader product while the buyer benefits are the same. Standard Leader competitors usually introduce High-Extender products to broaden their product line to cover the higher end of the market.

High-Extender Product:
A type of Performance Leader product where the user benefits are higher than the Standard Leader product while the buyer benefits are the same. Standard Leader competitors usually introduce High-Extender products to broaden their product line to cover the higher end of the market.

Example 1:

Excel Corporation introduced name-brand beef, which arrives pre-priced and ready for the meat counter. It is now selling in 120 grocery stores. The beef has a longer shelf life because it is vacuum-packed.
(PI 91-Year 1987-SIC 2011)

Explanation: This Performance Leader High-Extender Product has been introduced by a Standard Leader company. The product carries additional benefits for both the channels of distribution and the consumer.

Example 2:

Quaker's new premium dog food, Tender Chops, which looks like premium pork chops, retails for 12% more than Quaker's regular dry food, without costing much more to make.
(Year 1987-SIC 2047)

Explanation: Quaker's regular dog food is the Standard Leader product. The new premium dog food, called Tender Chops, is a Performance Leader product. Quaker, itself, is a Standard Leader company.

Example 3:

The big six pet food companies are still fighting it out with introductions of expensive products. The big six are going after the 16% of the market occupied by premium priced pet food companies. There is little brand loyalty in the industry. Alpo's premium cat food is the most successful new pet food in years.
(Year 1990-SIC 2047)

Explanation: The big six companies are Standard Leaders. They are seeking to introduce Performance Leader High-Extender Products to compete for the 16% of the pet food market owned by the smaller Performance Leader competitors.

Example 4:

Maxwell House has moved upscale. Under the Maxwell House Private Collection label, the company now sells whole beans and premium ground coffees in selected supermarkets.
(Year 1987-SIC 2095)

Explanation: Maxwell House is a Standard Leader company who has introduced Performance Leader High-Extender Products under the Maxwell House private collection label.

Example 5:

Goodyear produced its one-millionth Aquatread less than one year after it was launched, proving that sales of well-differentiated products can indeed be brisk.
(Year 1994-SIC 3011)

Explanation: Goodyear is a Standard Leader company producing a Performance Leader High-Extender Product in its Aquatread.