Segment straddlers: A success formula?

With an intention to increase their market reach in India, auto manufacturers have adopted a different product placement strategy. Instead of offering multiple products for different segments, carmakers now have a single product that competes in multiple segments. This is being done not just to rake in more numbers but also to attract customers from the lower as well as the higher segments. People can buy a lower-priced car or the base variant positioned in a higher segment or a higher positioned car or the top-end variant at a lower price…