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- Title
SEGMENTATION STRATEGIES FOR NEW NATIONAL BRANDS.
- Authors
Blattberg, Robert C.; Buesing, Thomas; Sen, Subrata K.
- Abstract
The authors examine the issue of determining the market segments to which a new national brand should be targeted. The usual recommendation is that the new brand should be targeted toward those segments that exhibit considerable brand switching. However, a new national brand should also attempt to attract segments that are loyal to existing national brands as well as segments that primarily purchase private labels. These implications follow from an explicit consideration of the changes in pricing and distribution patterns which occur when a new national brand is introduced. The results are illustrated with a set of diary panel data for facial tissue.
- Subjects
UNITED States; BRANDING (Marketing); MARKETING strategy; MARKET segmentation; HOUSEHOLDS &; economics; PRODUCT management; BUSINESS names; PRICING; PHYSICAL distribution of goods; MARKETING; COMMERCIAL products; BRAND equity; HOUSE brands; MARKET penetration; CONSUMER preferences
- Publication
Journal of Marketing, 1980, Vol 44, Issue 4, p59
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298004400409