ppt on the Case study "Suzuki Samurai" on positioning before entering the US market. Link to the case is http://hbr.org/product/suzuki-samurai/an/589028-PDF-ENG

1. Suzuki Samurai By M.Krishnan S.Sashidharan P.Vijaykumar

2. Factors to be considered Competition Sales volume Price Brand Salience Distribution Network Demographics

3. The 3 Traditional Positioning Options Compact SUV Compact Pickup Truck Subcompact Car

4. Compact SUV

5. Compact Pickup Truck

6. Subcompact Cars

7. The Un-positioning strategy Un-positioning is just the opposite of positioning. It is offering a single product to the entire market. Each person can define the product in his or her owns way and can rationalize the purchase decision in his or her owns terms.

8. Target sales in each segment

9. Attributes of Suzuki Samurai Off-Road Snow Driving  Good Everyday Driving  Poor Passenger Comfort  Poor Styling  Poor Mileage  Good Quality/Durability  Good

10. When linked to the given perceptual maps [Good, Poor]  Import SUV [Poor, Poor]  Import Pickup [Good, Poor]  Import SUV, Import Pickup [Good, Poor]  Import Pickup It is logically best to position it as a Pickup Truck but on doing that they would be restricting themselves.

11. Marketing Programme Targeting Positioning Relationship Distribution Pricing Promotion and advertising

12. Thank You