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Segment Youth Segment

Positioning Points of Difference: Trusted brand quality and trendy

Alternatives Your Decision & Justification

They should go with premium footwear only


 Premium Footwear
since their brand is well associated with that
Product  Premium Footwear &
sector rather than accessories which is a new
Fashion Accessories
field for them
 New Brand Name with no
association with Matrix
 New brand name with the
It should be new brand name with association
association of Matrix
to matrix. Since only a new name other than
-“Neo” from Matrix
Brand matrix can attract the youth for trendiness and
 Matrix extension like
association with matrix gives confidence on
Matrix Plus, Matrix Ultra
the brand
etc
 Use Matrix Name itself

 New Stores with new brand


name
 Matrix Premium Stores New stores with new brand name. This will
 Separate Zone in Matrix only give new image to brand and attract new
Retail Store
Premium Store customers at the same time will not affect
 Separate Zone in Matrix regular matrix customers
Premium Store with
separate salespeople

Outsourcing. Since price is not the major


Sourcing  Manufacturing concern, matrix can outsource it and utilize its
Products  Outsourcing plants to produce the regular matrix products
economically
Among the four expert opinions given which one do you agree with the most? Why?
Vinod Sawhney
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This option is very much straight and does not have the possibility of messing up the sales of
matrix. New brand’s distance from matrix will increase its brand image.
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Matrix Footwear India Ltd.