1. SUZUKI SAMURAI Presented by – Group 9

2. Suzuki’s proposed marketing strategy for US market  To use Canada as a beach-head and enter into US car market.  To launch a low cost vehicle (SJ413) in US market in convertible and hard-top versions.  To build an exclusive dealership network with service facilities.

3. Suzuki’s objective  To establish ASMC as a major car company in the United States.  To build annual Samurai sales to 30,000 units within two years of its introduction

4. Positioning option 1 : compact SUV resembles SUV with jeep like look / 4-wheel drive priced lower than SUVs available in US × small size doesn’t give the impression of powerful × limited market for imported SUVs (25,100 p.a.) × low price may evince low quality

5. Positioning option 2 : compact pick-up truck resembles mini pick-up truck with back seat removed or convertible top removed imported compact pick up truck market was bigger (582,995 p.a.) × rigid positioning as a pick-up truck would alienate it from car segment which was twice in size for imported sub compact cars, and four times in size for subcompact cars.

6. Positioning option 3 : sub-compact car fuel economy can help position as economic car larger target segment × less comfortable than cheapest sub-compact car × economical image undermines off-roading ability

7. Drawback common to all three positioning × limited positioning will skew down the appeal of Samurai to a narrow range of customers. × underplays vehicle’s versatility, underutilizes potential

8. Our approach to segmentation  traditionally car market has been segmented based on size / price / performance  we segment the market based on usage and ownership - most people have more than one car, a primary car used for office transport, and another car used by owner for odd jobs like going to gym, shopping, picnic / fishing trips / weekend excursions etc, also the second car is frequently used by owner's wife. our segment is this “second car” segment

9. Our target – wider and diverse  primary - existing car owners who are looking or likely to buy another car for their own or family's use.  secondary - married women who don't have a car for themselves and are looking to buy one for themselves.  tertiary - prospective buyers who need a car frequently for odd / unconventional jobs we have a larger and more easily appease-able target

10. Our position – breakaway from the competition for the 1 st car position  we want to change the way a car maker's offering is judged. whenever a car is sold, it is sold as a first or primary car, and is judged accordingly. we propose to sell Samurai as a second car (which is not meant to be used for the daily office commuting, but for odd jobs, as an alternate car for the family's needs) and will be judged not on its excellence in any one feature but on its multitasking ability a versatile, multipurpose car, that can complement the needs of families who already have one car, and which is handy to own.

11. Rationale behind our positioning  customer have high expectations from their first (primary) car. Samurai doesn’t exactly meet any one expectation exceptionally.  our positioning lets ( large number of ) people buy and use a Samurai for their own reasons the message is that if you are a family and need a second car for different occasions, then Samurai is the one you can use for all those occasions.

12. Communication  ads showing car owner returning home in a large car, and leaving in a Samurai to go to the mall/gym/picnic etc,  the idea is to show a different car somewhere in the background, (maybe in the garage), and the owner or his wife using the Samurai to take kids to shopping or to have ice-cream, or leaving for an adventure trip or bringing home heavy furniture in the open back of a Samurai Samurai does everything which you can't or won't do with your other car.

13. Product position statement For the regular American who already owns a car Who wants/needs a second vehicle for his/her family or for himself/herself for frequent (shopping/off-roading / picnics trips / odd jobs / pick up grocery etc) The Samurai is a multipurpose vehicle That provides (economical/4X4 power / convertible / easy to handle / can go anywhere / can carry large stuff) Unlike [main competitor], The [product name] [key differentiation]

14. Thank you