Market Modification:

The company can try to expand the number of brand users in three ways:

a) Convert Non Users: The company can attract non users to the product.

b) Enter New Market Segment: The company can try to enter new market segments- geographic, demographic and so on.

c) win Competition’s Customers: The company can attract competitors customers to try or adopt the brand.

Volume can also be increased by getting current brand users to increase their annual usage of the brand by convincing the customers to

  1. Use product more frequently

  2. More usage per Occasion

  3. New and more varied uses.