CRITIQUE:

The article is not legible and clear, the interpretation of the article is very difficult. Rather than considering the customer perspectives, segmentation is done based upon the features of the product. The consumer demographics and pschycographics are not taken into account. The emphasis is given to features part, but the advantages and benefits parts are not considered since they are very important from the consumer point of view.The article itself is questioning the premium positioning of the brand. The emphasis is given upon the margin rather than differentiation and performance. Hence it is not about the margin of the brand, but is all about the differentiation, perfomance and the quality perception of the brand in the minds of consumers.