The marketing for both the segments are like parallel streams originating from the same river, as they are different in terms of their brand identity, positioning, attributes, target market and brand building process. In today’s evolving consumer centric environment and burgeoning competitive market, it is imperative for marketers to adopt a highly customised communication strategy where the channel/medium is determined basis the product and its demand.To swim through the tide and reach the other side, it is necessary for retailers, in fact for any industry to adopt a customized marketing channel strategy specifically for both luxury and mass products. The marketing for both the segments are like parallel streams originating from the same river, as they are different in terms of their brand identity, positioning, attributes, target market and brand building process.
