The selected product directly fits into the current product mix of Cedar City Creamy (CCC Company), as it also falls in the same category that is covered by the company. Cedar City Creamy has a fairly contained product mix that fits its mission to “make everyday life better, every day.” Teams of Cedar City Creamy has product strategy is about to increase the current product line rather than creating a new product line for Cedar City Creamy (CCC Company). However, regarding price horizontal extensions current product strategy will follow up the up-ward or up-scale extension as the introduction of a new product will also open a new market for Cedar City Creamy (CCC Company). The company would offer a new product in the same targeted market along with the new geographical segment where the company was not serving previously. Thus the introduction of a new product strategy will support geographical market expansion to increase the chances of sales (Fifield, 2012).

However, for teams, suggested plan downward and downscale extension is not the best option. The Cedar City Creamy will also bring improvement in the current positioning strategy to build a positive image in the market. A current positioning strategy is not fully focused on interactive social media marketing. Thus the current positioning strategy of Cedar City Creamy Company should be updated. Cedar City Creamy also added the different flavors of the creams, and their ice-cream is yummy. In the new recommended positioning strategy, social media marketing, and advertisement will be given importance to create an image in the minds of proposed customers. Recommended changes in the proposed strategy will draw an impact on the core benefits and supplemental features of products. The proposed strategy will have chances of increase in sales because of expansion in the product line and market segments. Supplemental features will make the product complete. Symbolic and experimental benefits will provide sensory pleasure to the customers. Moreover, these features will have a positive impact on product positioning in the market. Target customers also desire to have proper details about materials and prices before contract; therefore, Cedar City Creamy Company should provide these details about agreement or contract.