According to an article on marketing.com.uk, some brands are attempting to straddle both the premium and mass markets, while also staying true to the core loyalists of their brands.
But is this really possible? The article cites two examples of efforts to make this approach work in the UK:
• Hotel Chocolat recently launched a Purist Rare and Vintage line of chocolates, featuring some of the world’s rarest cocoa. Concurrently, the company also introduced the brand in smaller portions, hoping to attract a larger audience through reduced prices at retail.
• Baylis & Harding, a mass-market toiletry brand, has adopted packaging with a premium feel that invites comparison with higher-tier brands in the category. The article says the packaging makes the brand appear more expensive than it really is.
The danger of this approach is the perception that a brand no longer is authentic to consumers. Consumers are still drawn to the “appeal of real.” That is, they want to know exactly what it is they’re buying, and they shun brands that pretend to be something they’re not.
Does blurring the lines a bit make sense for your brand? In making the go/don’t go decision, it’s imperative that you really know your consumer well.
