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New Markets Insights
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Strategy and Analysis from Innovation Specialists

5 Ways to Reach Down-Market Consumers Without Harming Your Brand

10/8/2014

 
By: New Markets Advisors

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Many companies are not doing enough to fend off low-cost rivals. They worry that adopting a down-market strategy could ultimately harm their brand. At the same time, young customers who are establishing roots could become valuable, long-term customers. Is the risk worth the reward?
Our new piece for Forbes looks at five of the strategies employed by companies that have successfully made the shift down market. We also explore how Mercedes-Benz is faring with its recent foray into the entry-level luxury car market.
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Story by Steve Wunker.

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  • About
    • Our Distinct Model
    • Team
    • Join Us
  • Services
    • Develop Growth Strategies
    • Uncover Jobs to be Done
    • Build Innovation Capabilities
  • Industries
    • Arts and Culture
    • Consumer Goods
    • Financial Services
    • Healthcare
    • Social Innovation
    • Technology
  • Past Work
    • Success Stories
    • Recent Clients
    • Testimonials
  • Our Thinking
    • Leading through the Coronavirus Crisis
    • Books
    • Working Papers
    • Articles
    • Blog
    • Speaking Engagements
  • Contact