After extensive customer research and segmentation, an artist sketchpad company decided it would offer low-priced pads for artists. It then decided it
could off-set the lower price by removing the pads from retail stores and
offering them exclusively through their own website. After implementation of
their marketing strategy, sales plummeted for the sketchpad. What question
should the company have asked itself about the promotion of its sketchpad
before implementing their new marketing strategy?
What would be the ideal price for your targeted segment?
What special features are critical for this segment?
Where does this segment look or shop for your product?