1. SATURN CASE STUDY
T E A M 2 : -
H a r s h i t a M . K
L a l m a n g a i h d a w n g s a n g l i a n a
N i k h i l e s h
J i n k a c h a n d a n a
G a n t a P r e e t h i
2. Saturn, the now-defunct automobile brand of General Motors, was established
in 1985 with a unique approach to building a brand
1. Customer Focus: Saturn built its brand on the idea of being customer-
focused. They wanted to make cars that were designed around the needs of
2. No-Haggle Pricing: Saturn's "no-haggle" pricing strategy was a unique
approach to selling cars. The company's goal was to create a transparent
and straightforward buying process, so customers wouldn't feel pressured
to negotiate the price. This pricing strategy was designed to build trust with
customers and make the car buying process less stressful.
Q1)HOW SATURN BUILD A BRAND
3. 3. Innovative Marketing: Saturn used innovative marketing techniques to build
its brand. For example, the company created a "homecoming" event for Saturn
owners to visit the plant where their car was made. This event created a sense
of community around the brand and helped to build customer loyalty.
4.Quality and Reliability: Saturn focused on building high-quality and reliable
cars. They invested heavily in their manufacturing process, using new
technologies and production methods to ensure the highest quality standards.
This commitment to quality helped to build trust with customers and build the
5. Unique Design: Saturn's cars had a unique design that helped them stand
out from other cars on the road
4. Saturn Corporation, a subsidiary of General Motors, was known for its
customer-centric approach to building cars and creating a relationship with
1. Customer-focused culture: Saturn's customer-focused culture was evident
in everything the company did, from designing and building cars to
marketing and sales. The company placed a high value on customer
feedback and used it to improve its products and services.
2. Personalized buying experience: Saturn dealerships were designed to offer
a more personalized buying experience for customers. Salespeople were
trained to listen to customers' needs and help them find the right car for
their lifestyle and budget.
Q2)HOW SATURN CREATED A
5. 3. Community involvement: Saturn was actively involved in the communities
where it operated, sponsoring local events and supporting local charities. This
helped the company build a strong relationship with its customers and create a
sense of loyalty.
4. Quality and reliability: Saturn cars were known for their quality and reliability,
which helped the company build a strong reputation among customers. The
company offered a comprehensive warranty and provided excellent customer
service to ensure that customers were satisfied with their purchase.
• Saw brand loyalty through lens of safety, economic handling and safety but
rather creating a brand personality. Respect and friendship
• Saturn followed the path of relationship marketing, a minute customer buys
from the saturn they forged the bond with them and made them feel like a
part of a fraternity
6. Saturn Corporation created a unique retail strategy that set it apart from
traditional car dealerships
1. No-haggle pricing: Saturn pioneered the concept of "no-haggle" pricing,
which meant that the price of a car was non-negotiable. This approach was
designed to eliminate the stress and anxiety that often comes with
negotiating the price of a car.
2. Customer-focused sales process: Saturn's salespeople were trained to
focus on the needs and preferences of the customer, rather than trying to
sell them a specific car or model. The goal was to build long-term
relationships with customers and create a positive, low-pressure buying
Q3)WHAT ARE THE RETAILERS
7. 3. Emphasis on customer service: Saturn placed a strong emphasis on
customer service and satisfaction. This included things like offering a
comprehensive warranty, providing free loaner cars for service appointments,
and following up with customers after their purchase to ensure their satisfaction.
4. Community involvement: Saturn dealerships were encouraged to be involved
in their local communities, sponsoring events and supporting local charities.
This helped to build a positive brand image and establish the dealership as a
trusted and valued member of the community.
8. 1. Increased competition: As other car manufacturers began to adopt some of
Saturn's unique features, such as no-haggle pricing and customer-focused
sales processes, Saturn faced increased competition in the market. This
made it difficult for the company to maintain its unique selling points and
stand out from the crowd.
2. Changing consumer preferences: In the 2000s, consumers began to shift
away from mid-sized cars like those produced by Saturn, and instead
gravitated towards smaller, more fuel-efficient vehicles or larger, luxury
vehicles. This shift in consumer preferences made it difficult for Saturn to
remain relevant and profitable.
Q4)WHAT ARE THE CHALLENGES
FACED BY THE SATURN
9. 3. Management and ownership changes: Saturn underwent a number of
changes in ownership and management over the years, which led to
inconsistencies in the company's direction and strategy. This made it difficult for
the company to maintain a consistent brand image and message.
4. Economic downturns: Saturn faced a number of economic downturns over
the years, including the 2008 financial crisis, which put significant financial
pressure on the company. This made it difficult for the company to invest in new
models and technology, and to compete with other car manufacturers who were
better positioned financially.