OBSERVATIONS: Gaining 'Bonus Customers' by Stretching the Market

A brand that leads its product category in market share may profit from marketing only to its core segment if the product category is popular enough to become a 'social necessity' to others outside that core segment.

Gaining ‘Bonus Customers’ by Stretching the Market

Betsy D. Gelb University of Houston

When an 86-year-old woman bought a pair of Nikes recently, her very first athletic shoes, anyone might have guessed that she had taken up walking, or some other...