What is a down market extension?

• A. Extending into higher-priced premium segment.
• B. Targeting a lower price point with a brand extension.
• C. Merging with another brand to reach different markets.
• D. Launching a line of luxury products.

Answer: (D)

Down-market extension means expanding a brand into a lower-priced segment to attract price-sensitive customers. It usually involves offering a more affordable version of existing products or a sub-brand that carries the brand’s equity but at a lower price point, broadening the overall market reach without altering the core brand too much. The option that captures this idea describes targeting a lower price point with a brand extension. The other descriptions point to moving into higher-priced, luxury, or premium positioning, or to a merger to reach different markets, none of which describe lowering the price to reach new customers.