Infiniti G20 Positioning - Marketing Strategy
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Positioning AnalysisINFINITI G20
Hussain Al-HaddadMaziar Mahboubian
Anthony ThamJillian Toda
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AGENDA
• Background
• Segments
• Positioning Map
• Segment Analysis & Selection
• Bonus: 3D Analysis
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THE CASE
• 1989, Nissan entered luxury car market: Infiniti
– Late to game
– Poor evaluations and advertisements
• 1990, Infiniti introduced G20 to the US
• Need: Positioning of G20
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THE SEGMENTS
• Segment One (S1)– Western, Yuppie, Singles– Important Attributes: Quietness, Prestige,
Successful, Overall• Segment Two (S2)
– Upwardly Mobile Families– Important Attributes: Roominess, Quietness,
Overall• Segment Three (S3)
– American Dreamers– Important Attributes: Successful, Attractive
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German Feel, Japanese Car?
Attractive Quiet Prestige Successful Overall0
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Selected Average Perception Ratings - S1
G20 Honda Saab BMW
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WHY LEAVE S1?
• Crowded segment
• G20 scores the highest only in one important attribute
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WHY NOT S3?
Attractive Sporty Easy Service Successful AvantGarde0
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Selected Average Perception Ratings - S3
G20 Toyota Honda Saab
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WHY S2?
S20
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Selected Average Preference Ratings - S2
G20 Audi Saab
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WHY S2?
Quiet Roomy Prestige Economical Overall0
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Selected Average Perception Ratings - S2
G20 Audi Saab
L x W x H (inches)
175 x 66.7 x 54.9
Vs.
176 x 67.6 x 54.3
City/highway mpg:
24/32Vs.
18/24
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WHY S2?
• Less crowded
• Competitive advantage in two important attributes
• Attributes “roomy” and “economical” are misperceived
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INTEGRATED MARKETING COMMUNICATION
• Focus on S2's top preference attributes
• Family themed ads
• Relaxed outdoor activities
• Emphasize and compare “Roominess”
• Economical advantages of G20
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MARKETING ACTIVITIES
TV MagazinesProduct
Placement in Movies
Day-time TV
1) Business 2) Infant & Parenting3) Entertainment
In movies that appeal to the segment
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FURTHER RESEARCH
• Actual noise levels
• More psychographics of S2
– Spending habits, etc.
• Audi 90’s sales data and trends
• Post-marketing evaluation study
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TAKEAWAYS
• Target the segment where you can have a competitive advantage
• Flexibility matters
• Look at segment size
• Read customer perceptions carefully
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THANK YOU!
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BONUS: 3D ANALYSIS