SEGMENTATION, TARGETING &

POSITIONING

Maruti Suzuki India Vs

Toyota Motor Corporation

Submitted by :
Prateek Jain
BITM , Pune
 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.
Why a firm engage in segmentation ???

Variables for segmenting the market :-

 Demographic variables.

 Geographic variables.

 Operating variables.

 Situational variables.

 Personal variables.
Criteria for segmentation

 The segment must be :-

Relatively homogeneous group.
Accessible.
Distinctive & identifiable.
Having growth potential.
Actionable.
Measurable.
 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
Name of the Parent company Output capacity Models
Company

Maruti Suzuki Suzuki of Japan 500,000 units pa. Alto, Esteem,

holds 54% stake Eeco, Swift,
Gypsi , Baleno ,
Vitara etc.

Toyota Motors JV between 50,000 units pa Corolla , Camry ,

Kirlosker group Lexus , Scion ,
& Toyota motor Prius etc.
corporation.
  In car market in India, Maruti holds about 60% of
the total market share while Toyota holds 4% only.
Categories Maruti Suzuki Toyota Motors
Compact Cars Alto (Rs. 2.29 lac) Matrix (Rs. 7.8 lac)
Zen (Rs. 3.32 lac) Yaris (Rs. 6.2 lac)
Ritz (Rs. 4.09 lac)

Luxury Cars Swift (Rs. 4.96 lac) Corolla (Rs. 10.2 lac)
SX4 (Rs. 7.18 lac) Ehos (Rs. 6.12 lac)
Camry (Rs.21.6 lac)

SUV Grand Vitara Innova (Rs.11.2 lac)

(Rs. 16.34 lac) Alphard (Rs.14.2 lac )
Kizashi Landcruiser (Rs. 23.02
(Rs. 12.4 lac) lac)
Prado (Rs.12.36 lac)
Toyota Motor Corporation

 Segmentation-
Adjacent segmentation strategy-
Continuously growing market……..

 Income basis-
Lexus for high end.
Camry, Corolla for middle end.
 Toyota’s
Prius
Corolla
Lexus
Scion
Camry
Toyota brand positioning :-
 Quality
 Innovation & technology
e.g.- Lexus & Scion.
 “Moving forward”.

 “Quality revolution”.
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….
 Maruti’s
SX4
Esteem
Baleno
Wagon R
Swift
Estilo etc……
Maruti Suzuki Positioning-
 “Realize your dream”

Maruti’s
Baleno- “Missed the flight catch Baleno”.
Esteem- ”My daddy’s Big car”.
Alto- “Let’s go”.
 OU...
ANK Y
TH