How many brands must a marketeer ideally have in his portfolio? How many distinct consumer segments exist in a market? How many distinct consumer benefits can be offered in any product category? These are million dollar questions that marketers are constantly seeking answers for.
Every new brand attempts to find a new benefit and hence a distinct consumer segment to address, hoping to get a share from existing brands in the market. And only time tells whether the segment (and brand) is sustainable in the long run.
At one level, the world can be looked upon as one big market
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