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Is it better to enter a market targeting lower income segment or the higher income segment?

Created by : Jacob Inasu, Manager - Brand Communications, Mudra Communications  | 06 29 2010 12:50:04 +0000
Keywords : is it better to enter a market targeting lower income segment or the higher income segment?
Activity:  153 views;  last activity : 07 06 2010 20:18:09 +0000
 
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Higher Income Segment Vs Lower Income Segment
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well Jacob , for targetting Perspective i wud lyk to say tht it will be depend upon the feature / Specification of the product and more about the price of tht product if the product cost is high then i think we should target only Higher segment(niche segment) and later on we can move towards lower income segment. so according to me the segmentation part will cover only after the knowing the cost of product.
By MANOJ KUMAR SINGH, Sales Personnel  | 07 05 2010 13:06:05 +0000
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I believe that its always better to target the higher income segment and then move on to target lower income segment. For one if you have a product which is unique, you can command a higher price point, if you're product is innovative we can command a premium for it. However now a days most of the products launched in the market are similar with a slight change in benefit - what i mean is that taking the Personal care industry (Soaps), each one of them does basically the same thing - clean. Along with that you could get fairness, moisture, etc. In such a scenario whom do you target. When a product is priced targeting the higher segment, it becomes aspirational to lower segment and when the product moves to target lower segment it generates huge incomes as this is satisfying his aspiration.
By Jacob Inasu, Manager - Brand Communications, Mudra Communications  | 06 29 2010 12:50:04 +0000
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lower income segment scope is high and higher segment is low.
By durga madhaba behera, senior sales officer, dabur india ltd  | 06 30 2010 18:13:39 +0000
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always target mass not few
By dheeraj bhardwaj, National Head, sahel impex ltd  | 06 30 2010 15:02:08 +0000
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Jacob good debate but difficult to take a side in general. If possible specify some product then we can debate over that. Normally targeting is done depending on the product.....     
By Jayant Vishnu, Art Director/Sr Art Director, Creative  | 06 30 2010 12:59:40 +0000
Argue for "Higher Income Segment"
Argue for "Lower Income Segment"
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