SEGMENTATION STRATEGIES FOR NEW NATIONAL BRANDS

Robert C. Blattberg, Thomas Buesing and Subrata K. Sen
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Robert C. Blattberg: Graduate School of Business, University of Chicago, USA
Thomas Buesing: Peat, Marwick and Mitchell, USA
Subrata K. Sen: Graduate School of Business, University of Chicago, USA

Chapter 12 in Perspectives on Promotion and Database Marketing:The Collected Works of Robert C Blattberg, 2010, pp 189-197 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe 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.

Keywords: Quantitative Marketing; Tracker Model; Customer Level Data; Marketing-Mix Modeling (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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