Stephen Wunker Contributor

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?

http://www.forbes.com/sites/stephenwunker/2014/10/08/5-ways-to-reach-down-market-consumers-without-harming-your-brand/