Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

Exercise 3

For years, Ferrari has been known as the manufacturer of expensive luxury automobiles. The company plans to attract the major segment of the car-buying market who purchase medium-priced automobiles. As Ferrari considers this trading-down strategy, what branding strategy would you recommend What are the trade-offs to consider with your strategy