market segment

Slide 15.33Strategies to sustain rapidmarket growthImprove product quality and add new product featuresand improved styling.Add new models, accessory items and personalisingoptions.Enter new market segments.Increases its distribution coverage and enters newdistribution channels.Shifts from product-awareness advertising toproduct-preference advertising.Lowers prices to attract the next layer of pricesensitivebuyers.Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1 st Edition © Pearson Education Limited 2009