Suzuki Samurai<br />By<br />M.Krishnan<br />S.Sashidharan<br />P.Vijaykumar<br />
Factors to be considered<br />Competition<br />Sales volume<br />Price<br />Brand Salience<br />Distribution Network<br />...
The 3 Traditional Positioning Options<br />Compact SUV<br />Compact Pickup Truck<br />Subcompact Car<br />
Compact SUV<br />
Compact Pickup Truck<br />
Subcompact Cars<br />
The Un-positioning strategy<br />Un-positioning is just the opposite of positioning. It is offering a single product to th...
Target sales in each segment<br />
Attributes of Suzuki Samurai<br />Off-Road Snow Driving  Good<br />Everyday Driving  Poor<br />Passenger Comfort  Poor<...
When linked to the given perceptual maps <br />[Good, Poor]  Import SUV<br />[Poor, Poor]    Import Pickup<br />[Good, P...
Marketing Programme<br />Targeting<br />Positioning<br />Relationship<br />Distribution<br />Pricing<br />Promotion and ad...
Thank You<br />
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Suzuki samurai

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ppt on the Case study "Suzuki Samurai" on positioning before entering the US market. Link to the case is http://hbr.org/product/suzuki-samurai/an/589028-PDF-ENG

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  • Mazza had a goal of 30000 units to be sold within 2 years of introduction. These figures have been arrived at using the 1984 data given in Exhibhit-2.
  • Suzuki samurai

    1. 1. Suzuki Samurai<br />By<br />M.Krishnan<br />S.Sashidharan<br />P.Vijaykumar<br />
    2. 2. Factors to be considered<br />Competition<br />Sales volume<br />Price<br />Brand Salience<br />Distribution Network<br />Demographics<br />
    3. 3. The 3 Traditional Positioning Options<br />Compact SUV<br />Compact Pickup Truck<br />Subcompact Car<br />
    4. 4. Compact SUV<br />
    5. 5. Compact Pickup Truck<br />
    6. 6. Subcompact Cars<br />
    7. 7. The Un-positioning strategy<br />Un-positioning is just the opposite of positioning. It is offering a single product to the entire market.<br />Each person can define the product in his or her owns way and can rationalize the purchase decision in his or her owns terms.<br />
    8. 8. Target sales in each segment<br />
    9. 9. Attributes of Suzuki Samurai<br />Off-Road Snow Driving  Good<br />Everyday Driving  Poor<br />Passenger Comfort  Poor<br />Styling  Poor<br />Mileage  Good<br />Quality/Durability  Good<br />
    10. 10. When linked to the given perceptual maps <br />[Good, Poor]  Import SUV<br />[Poor, Poor]  Import Pickup<br />[Good, Poor]  Import SUV, Import Pickup<br />[Good, Poor]  Import Pickup<br /> It is logically best to position it as a Pickup Truck but on doing that they would be restricting themselves.<br />
    11. 11. Marketing Programme<br />Targeting<br />Positioning<br />Relationship<br />Distribution<br />Pricing<br />Promotion and advertising<br />
    12. 12. Thank You<br />
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