Abstract:

Today's OEM marketers must choose among a bewildering array of marketing corridors to reach consumers, with few established 'ground rules' to guide toward the best strategic choices. This paper discusses an approach to the corridor strategy problem based on understanding which 'pressure points' must be stimulated for different target groups. Results of an automotive market quantitative research program are presented, illustrating the pressure points driving brand choice; how brands perform on these key touchpoint drivers; and how strategy can be formed.