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Consumer Behavior (MKT 530) Fall, 2016
Graded Discussion Board No. 1
Due Date: 28 Nov, 2016
Product positioning is a process by which marketer tries to place the product in a favorable position among all the other products. Creating an identification of product in market is simply called product positioning. Marketers use the best possible ways to endorse the product attributes to the target market according to the customers’ needs, wants and the competitive structures. The product survival depends on the competitive advantage and the unique selling propositions established by the marketers.
Pak Suzuki Motor Company Limited was formed as a joint venture between Pakistan Automobile Corporation and Suzuki Motor Corporation (SMC) Japan. Company started its commercial operations in January 1984. The product line of Suzuki vehicles in Pakistan includes cars, small vans, Pickups, Cargo vans and Motorcycles but Suzuki is famous due to its ionic Mehran 800 cc. Now the automotive giant Suzuki has disclosed to replace its Mehran 800cc with the locally manufactured Alto 660cc by 2018. Pak Suzuki in 1988 had discontinued Suzuki FX 800cc by Suzuki Mehran. It has launched Alto’s seventh generation in Japan and now it is going to launch it in Pakistan in 2018. The local vendors are not in the favor for discontinuation of Suzuki Mehran due to brisk sales of parts and accessories and its localization content of over 70 per cent. Due to heavy competition with each passing day Suzuki intends to improve its existing cars and replacing the existing ones with new ones like Alto 660cc in the market.
Point of discussion
Discuss any five positioning strategies by which Pakistan assembled Suzuki Alto 660cc can be effectively positioned in customers’ mind as compare to existing competing imported/Japan assembled 660cc cars in Pakistan.
Marking Scheme:The total marks of this discussion are 5; where each point carries one mark: each point need should be justified. Avoid irrelevant text/material and lengthy discussion; be precise and stick to the topic while answering.
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different positioning strategies can be:
1- customer benefits:
2- Product characteristics
3- Price-quality approach
4- Product user approach
5- Competitors approach
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Using Product characteristics or Customer Benefits as a positioning strategy
This strategy basically focuses upon the characteristics of the product or customer bene
Pricing as a positioning strategy
quality approach it is important and is largely used in product positioning. In many product categories, there are brands that deliberately attempt to offer more in terms of service, features or performance. They charge more, partly to cover higher costs and partly to let the consumers believe that the product is, certainly of higher quality.
Positioning strategy based on Use or Application
Basically this type of positioning-by-use represents a second or third position for the brand, such type of positioning is done deliberately to expand the brand’s market. If you are introducing new uses of the product that will automatically expand the brand’s market.
Positioning strategy based on Product Process
Positioning approach is to associate the product with its users or a class of users. Makes of casual clothing like jeans have introduced ‘designer labels’ to develop a fashion image. In this case the expectation is that the model or personality will influence the product’s image by reflecting
Positioning strategy based on Product Class
In some product class we have to make sure critical positioning decisions
Positioning strategy based on Cultural Symbols
In today’s world many advertisers are using deeply entrenched cultural symbols to differentiate their brands from that of competitors. The essential task is to identify something that is very meaningful to people that other competitors are not using and associate this brand with that symbol
Positioning strategy based on Competitors
In this type of positioning strategies, an implicit or explicit frame of reference is one or more competitors. In some cases, reference competitor(s) can be the dominant aspect of the positioning strategies of the firm, the firm either uses the same of similar positioning strategies as used by the competitors or the advertiser uses a new strategy taking the competitors’ strategy as the base.
Note : this strategies use in this gdb just add Suzuki car ki points and complete ur gdb I hv shortage of time that’s why I can’t