Question

Topic: Strategy

Same Brand Name Logo, Different Segmentation

Posted by Anonymous on 5/6/2015 at 4:31 PM ET 125 Points
Hello,

So I have a product (Chewing gum) that have different segmentation...


1st segment the mass population : 0.20$/pack

2nd segment mid to high income : 0.33$/pack

3rd segment is mid to high income too : 0.50$/pack (Sugar free)

Now, all of them have the same typo for their brand name logo...I'm changing now the logo so it can be more updated vis a vis the consumer perception..

Should I change it only for the 2nd and 3rd segment, and leave the 1st segment with the old one?

Or should I replace the 3 segments with the new logo?

(By changing the logo I mean the typo not the name)
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RESPONSES

  • Posted by Gary Bloomer on 5/6/2015 at 5:17 PM Accepted
    What is different about the product in each group to justify the pricing structure?
  • Posted on 5/6/2015 at 5:46 PM Author
    0.20$ segment = Class C gumbase, normal Flavoring, normal packaging (Mostly blocking to segment for Chiclets)

    0.30$ segment = Class B gumbase, Natural long lasting Flavoring, Unique Flavors (3 flavors), with a Kind of luxury product comparing to the previous segment

    0.50$: Sugar free,Aspartame free,Natural Flavors
  • Posted by Jay Hamilton-Roth on 5/6/2015 at 6:16 PM Accepted
    Leave one alone (think of it as your "control" experiment).
  • Posted by Peter (henna gaijin) on 5/6/2015 at 9:39 PM Accepted
    If changing the logo on just the higher end products would help you segment better, then do it. But if people are already choosing the appropriate segment you want based on the current differentiating factors (so the high income people are not buying cheapest product, but instead the more costly products), then changing the logo for just one or two categories won't necessarily do anything for you.
  • Posted by saul.dobney on 5/7/2015 at 5:11 AM Accepted
    Seems like a perfect example of when you'd do some product testing research. Take two matched samples, show one sample the new logo just for the two higher priced options, the second with all three with the new logo. Ask each person in each sample to say which they would choose from the three products, or none (you could also have a third matched sample as a test group with all on the current logo as a reference). See how purchase preference would change by comparing the results from the different sample groups.
  • Posted by Shelley Ryan on 5/21/2015 at 9:48 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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