Positioning The INFINITI G20
Positioning The INFINITI G20
Dimensions
Dimension 1 Dimension 2 Dimension 3
Name LifeStyle Innovation Economy
Attributes Quiet Avantgarde Economical
Prestige Sporty
Attractive
Successful
Rationale: Angle between dimension axis and attribute vector
Market Perception
G20, BMW 318i, Saab 900 are similarly perceived by
S1. However, G20 is poorly ranked across preferences
of S1.
Perceptual map with individual
preferences
Infiniti G20:
“a Japanese car with a German feel” ???
Product Price
Promotion Place
●
Advertising in Entertainment
●
US car market
magazines, movie rent- ●
To attract the “Asian/white”
parlours. ethnicity
●
Also target advertising (tie ●
Public showrooms
ups) to American Express ●
Dealership, robust supply
users, Investment fund dealers. chain to capture US market
Market Research
Improving Evaluation :-
◦ Increasing sample size
◦ More frequent and extensive market surveys
Improving Positioning :-
◦ Align product with target segment
characteristics