Now that the same choice is available in the mid-sized segment. The Ikon segment is expected to draw customers both from the Zen segment and the upper end of the mid-sized segment. Manufacturers have also worked out car financing packages in such a way that the monthly instalment for say, an Ikon 1.3, is similar to that for a Zen, making it attractive for customers to upgrade. But there may be dangers to a price segmentation. For instance, there is still a gap between the Rs 10 lakh and Rs 27 lakh price ranges, something that new entrant Skoda is expected to fill.
Candy combines both consumer needs and packaging.
Mirc's research showed that youngsters liked to watch television at a high decibel level. This naturally disturbed their parents and grandparents. Mirc decided this was a market waiting to be tapped. It resolved the volume issue by offering a cordless headphone. In this instance, Candy's success has actually broken the price myth.