Positioning - Small Cars

Positioning

Segmentation • Geographic Segmentation – Region – Rural/Urban

Distribution of households (owning a car) by income

• Demographic Segmentation – Age and Life-cycle stage – Family Size – Income – Occupations – Literacy

Distribution of household (owning a car) by literacy%

Segmentation • Behavioral Segmentation – – – – –

Decision Roles Occasions User Status Usage Rate Benefits • Technology • Fuel efficiency • Safety

• Psychographic Segmentation – Social Class – Life Style – Personality

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Segment Targetting • Single Segment concentration

• Selective Specialization

Segment targeting • •

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Deep Segmentation: to create a deep differentiation among the products in the market 3 ways of Deep Segmentation – Discover new segments – Create sub-segments within a given segment – Create Small niches Downside of Deep segmentation: 1) Cannibalisation among one’s own offers 2)Price slots in a narrow range blur distinction between segments/offers 3)Lowering of EMI accentuates the blurring.

How Maruti have created deep segmentation within its small car offering

Segment invasion plan – Maruti Udyog limited

Positioning • Frame of Reference

POP/POD

POP/POD

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