5 Ways to Reach Down-Market Consumers Without Harming Your Brand

Many executives worry that they are not doing enough to fend off low-cost rivals by targeting down-market customers.  For instance, reaching young consumers as they begin forming buying habits and settling down offers a critical opportunity to gain long-term loyalty.  At the same time, however, these executives are equally worried that down-market strategies could tarnish their brands.  Are affordable offerings a door to new customers or an unjustifiable risk?