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PRATHAM

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Medial • 4m

How to dominate a crowded segment ⁉️ Let's take the example of the Energy Drinks Market in India. This market was premium, with prices higher than your parents expectations with you. And in such a premium market, the cost of making the product is usually lower than the ego of a Delhi boy with a new car. But as India is more price-sensitive than your dad checking restaurant menu prices, you can dominate by offering cheaper prices with some variation. Sting - the energy drink that tastes like karela juice more like shit but costs less than your daily chai budget. Although it tastes as appealing as karela juice on a Monday morning, its affordability has helped it dominate Red Bull faster than relatives finishing food at a wedding buffet. The premium brands can't compete because of their brand value. moral : Target a "TOTALLY premium segment market," offer affordable prices with product variation. What do you think about this strategy?

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