A company may expand its product line in an up-market or down-market direction for various strategic reasons. Up-market expansion allows a company to enter the luxury segment for higher growth, margins, or prestige. Down-market expansion provides access to value-oriented customers, blocks competitors, or offsets a stagnating core market. However, down-market moves risk cannibalizing the core brand if not carefully executed with proper segmentation, as demonstrated by Kodak's unsuccessful lower-priced film launch.