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” ???

Sp Easy Ser... Econom... Avant-g...

1 High Pres... Attrac... Succes... Supe... R
1
2
2
3
3
4
4
5 5
6 6
7 7
Hond
8 8 BM
a
Toyot W
9 9
a Audi
10 G20 10 G20

Japanese Cars German Cars

Clearly, G20 is not perceived as a Japanese car,

But one which has feel closer to that of German cars.
Attributes preferred
Segments Preferred Popular Where G20 Feasibility
Brands common needs to catch
attributes of up
these brands

S1 BMW Attractive, Sleek Design, Inadvisable for a

318i, Saab High Prestige, High Brand car priced low or
900 Successful Value having low
brand image.

S2 Audi, Ford Balanced Multiple Should not be a

(offers attributes need short term
conventional to be improved approach.
touch, comfort)
S3 G20, Attractive, G20 should Best option
Honda, Reliable, consider
Toyota Successful. making the car
Quiet,Roomy more attractive.
Repositioning Statement
While targeting S3, the new statement
should be:
“To the ever-busy ‘Aspirers’ & ‘Seekers’ ,who
constantly feel the need for mobility, Infinity
G20 is the entry-level luxury car, that provides
a attractive, reliable & a smooth ride to
connect home and workplace, en route to
success. ”
Marketing Strategy
●
Infinity G20, 4 cylinder ●
Priced at US $ 17,500/-.
engine, 140 HP ●
Allowances and
●
Fulfills the requirement for
a attractive, reliable, smooth
installments should be
ride ensuring the perception allowed to attract the
of success. white collar segment.

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