In 2011, JOHN BRIGHT-ON assisted Johntrecs Collections, (a producer & Distributor of shoes & sandals in ondo state Nigeria) researched the ways low income consumers form preferences, and their consideration sets in making palm-sandal choices in the footwear subcategory. On my advice, Johntrecs used innovation to create a new subcategories of footwear targeting consumers with thin wallets. The  the footwears were differentiated by prices consumers don’t possible and geographic category competitors lack some capabilities to unleash assaults. With this initiative, Johntrecs saw a phenomenal growth in brand relevance, market shares, revenue and profit margins. what does this mean? The strategy is a classic kinetizing initiative - targeting consumer groups that most likely to be drawn to palm-sandals in a footwear subcategory.