Segmentation Strategies for New National Brands
研究了新全国性品牌应瞄准哪些市场细分，发现除了品牌转换频繁的细分，还应吸引忠诚于现有全国性品牌和主要购买自有品牌的细分，基于定价和分销变化分析，并用面巾纸面板数据说明。
The 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.