Fig 1. Rank the attractiveness of "The Harolds", "Jessicas", and "Lovisas", then choose which one your brand should target.
Your task is to analyse
which of those three would be the most logical and profitable segment to target a product
extension of the brand that you analysed for Assignment 2.
You must show how you have compared and assessed their attractiveness for the brand by using each of the following
The fit of the segment with the brand's identity/positioning
Your brand offers certain products using a certain identity/positioning. In some ways strong brand identities are
good, but it can be limiting (e.g. imagine if Apple launches a vacuum cleaner, and yet Samsung can do that with no
damage to their brand).
Which of the segments are most likely to respond to your brand's identity, or do you want to
risk it and use a new/multi-brand strategy?
Size and growth
How large and lucrative are these segments? What are current market factors influencing these segments? A large,
fast-growing segment may be good, but would they have the willingness to pay? It may be better to target a small,
niche segment if it means the potential to yield a higher margin.
Just because they are big segments, does not mean we can reach them.
Can we communicate with this segment