Today I learn a very good lesson. We discussed about a brand during the media meeting. Say that our brand is A. Brand A is targetted to mid low SES level and very modest people who are strongly sensitive with price. Our brand growth nicely among it target market and has a very strong image about "the grassroot"/ modesty. So this is a brand for people in the grassroot. It is good but with a very reasonable price.
Until early last year the management think that Brand A needs to be extended. So we launch brand A1 in a new category. The problem is the category where brand A1 enter is for a spesific needs. For those people who are well educated and it seems to have higher purchasing power. Therefore after 1 year launched, brand A1 did not move as expected. It seems that brand A is not strong enough in the different target market, among those people who really have that specific needs, while on the other hand, brand A consumers do not have need yet for product like brand A1 offer. Brand A1 needs to first educate the market and it needs time and money. So we learn that in order to make a brand extension we have to learn whether the mother brand is strong enough among the new target market ( where the extension is) , especially when it is targetted to different kind of people. Not just because the manufacture is able to make that kind of product.
Tidak ada komentar:
Posting Komentar