Targeting the 300 million farmers in India who still use plows harnessed to oxen,John Deere engineers created a line of relatively inexpensive,no-frills tractors.The Deere team then realized that the same equipment could be marketed to hobby farmers and acreage owners in the United States,a segment that they had previously overlooked.This is an example of ________ strategy.

Question

Quizplus · Accepted Answer

This is an example of a product extension-communications adaptation strategy. John Deere used the same product (tractors) in a new market without changing the product itself, but they adapted their marketing communications to appeal to the new segment (hobby farmers and acreage owners in the United States). This strategy involves extending the product as it is into new markets with adapted promotional strategies to fit the new audience's preferences and needs.

Targeting the 300 Million Farmers in India Who Still Use