We have focused on designing our brands based on the appeal of each market segment. We also carefully examined our performance and that of our competitors and, in areas where our performance was not the best, we used benchmarking. We were not shy about copying the ideas of the best. For example, our Cost Cutter brand, Centra 260, was not the best or capturing the largest market share, so we looked at the best Cost Cutter brand, which was as good as our competitor, Elegant. This brand was not the highest rated one, however it outperformed the highest rated brand as it had the largest market share in the Cost Cutter segment. After comparing our brand with bravosimo1, we copied most of the design ideas when designing our new brand Centra 270 and also found ways to make our design better than bravosimo1. This strategy worked well because we were able to capture the largest market share of the Cost Cutter