Pacific Brands

Pacific Brands

Pacific Brand Limited (an Australian lingerie manufacturer) is facing a new “normal” of a slow, extended period of economic recovery.  Having just launched two new higher-end products, management is seeing a trend of trading down from department store product lines to discount store brands and private labels. Students are challenged to determine the appropriate market segments and if and how to target those segments.

KEY FACTS

Models Segmentation
Target Audience
Context
Complexity
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