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

By: New Markets Advisors

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.