STP

Segmentation, Targeting & Positioning :

Segmentation, Targeting & Positioning Maruti Suzuki India Vs Toyota Motor Corporation Submitted by : Prateek Jain BITM , Pune

Slide 2:

Segmentation- Dividing up the market into distinctive groups. Targeting- Selecting a specific segment to target based on segment size & growth potential. Positioning- To form a mental image of the product in mind of people relative to rival brands.

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Variables for segmenting the market :- Demographic variables. Geographic variables. Operating variables. Situational variables. Personal variables. Why a firm engage in segmentation ???

Criteria for segmentation:

Criteria for segmentation The segment must be :- Relatively homogeneous group. Accessible. Distinctive & identifiable. Having growth potential. Actionable. Measurable.

Market Targeting:

Market Targeting The process of evaluating each segment’s attractiveness & selecting one or more segments to enter. Factors in choice of target market :- Size of segment. Growth potential Potential competition Sustainability

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Name of the Company Parent company Output capacity Models Maruti Suzuki Suzuki of Japan holds 54% stake 500,000 units pa. Alto, Esteem, Eeco , Swift, Gypsi , Baleno , Vitara etc. Toyota Motors JV between Kirlosker group & Toyota motor corporation. 50,000 units pa Corolla , Camry , Lexus , Scion , Prius etc.

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Categories Maruti Suzuki Toyota Motors Compact Cars Alto (Rs. 2.29 lac ) Zen (Rs. 3.32 lac ) Ritz (Rs. 4.09 lac ) Matrix (Rs. 7.8 lac ) Yaris (Rs. 6.2 lac ) Luxury Cars Swift (Rs. 4.96 lac ) SX4 (Rs. 7.18 lac ) Corolla (Rs. 10.2 lac ) Ehos (Rs. 6.12 lac ) Camry (Rs.21.6 lac ) SUV Grand Vitara (Rs. 16.34 lac ) Kizashi (Rs. 12.4 lac ) Innova (Rs.11.2 lac ) Alphard (Rs.14.2 lac ) Landcruiser (Rs. 23.02 lac ) Prado (Rs.12.36 lac ) In car market in India, Maruti holds about 60% of the total market share while Toyota holds 4% only.

Toyota Motor Corporation:

Toyota Motor Corporation Segmentation- Adjacent segmentation strategy- Continuously growing market…….. Income basis- Lexus for high end. Camry, Corolla for middle end.

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Toyota’s Prius Corolla Lexus Scion Camry

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Toyota brand positioning :- Quality Innovation & technology e.g.- Lexus & Scion. “Moving forward”. “Quality revolution”.

Maruti Suzuki :

Maruti Suzuki Segmentation- Large segmentation strategy- More specific…. Require significant investment….. Luxury cars e.g.- SX4 Kizashi (SLC) Basic cars e.g.- Alto, Estilo, Eeco, Esteem etc….

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Maruti’s SX4 Esteem Baleno Wagon R Swift Estilo etc……

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Maruti Suzuki Positioning- “Realize your dream” Maruti’s Baleno - “Missed the flight catch Baleno ”. Esteem- ”My daddy’s Big car”. Alto- “Let’s go”.

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