As all of you know that when a company is going to launch any new product or any company is going to make some changes in their existing product then they look for the segment,and we call it segmentation and then targeting their real customer for them that particular product or service is going to be more useful than others.in this stage how a company can grab a number of segment because it is a stage where a company has to compromise with their profit if they think from the point of you one segment they are going to loose another one.we can clear it by one example.suppose there is two brand one is related of high society class or we can say it comes under rich brand or costlier anything we can use.and another one is whom low income people like most.what happens generally if any company which is making a brand which comes under high class(costlier)product if the same company starts to make a product which is available in moderate price and affordable by low income customers,even after it the segment of lower income people will have in their mind that it is not affordable by them.an on the other hand vice versa of its true suppose that low or medium level brand launch a product of superior quality but high society people will not accept it because in their mind it is still a low brand and how can they make a good brand for them such type of mentality stop them to use that product or service which is actually for them.so in this scenario of customer attitude,it is too difficult for any company to cover all the segments.In the study of same i am trying to find out some solutions which can make this situation better than this,so i welcome of your suggestions.
|||Companies that have been successful at introducing two brands targeted at two different market segments (as per your example, a luxury brand and a commodity brand), typically create separate brand identities.
For example, Toyota has its Toyota branded vehicles (efficient, relatively economical, environmentally friendly). Toyota also has a luxury brand: Lexus. Customers understand the differences between the two brands. Another example: Honda brand, and its luxury line: Acura.
The marketing of a luxury and a commodity brand needs to be quite different and specific to each target customer.
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http://infection-in-the-air0513.blogspot.com/|||These thing are well known by the companies, so they never target one brand under such a huge differentiation in the segmentation. they have to create the two different identities for the brands and they deliver it to the public with two different messages. Even if they have the same name products may be define as x-economical, x-premium, x-low and so on.......
