Brand Positioning

Topics: Suzuki, General Motors, Automotive industry Pages: 3 (435 words) Published: February 21, 2013
Frame of Reference: Consumers associate the brand Maruti Suzuki brand with economical, reliable and affordable car. Although it has now ventured into big luxury cars as well but M-800 had dominated the Indian car market since it was launched in 1984. Maruti enjoyed beingthe only small car manufacturer till year 1996, when Hyundai launched Santro. Santro’s frame of reference relates to affordable yet a smart, trendy car which gives a pride of ownership as it tag line once said : ‘Santro Waale Hai” POP & POD:

 The center circle in the diagram below highlights the points-of-parity that a customer expects from a Maruti and a Hyundai car.
Economical, reliable small carDepiction through Venn Diag.

Maruti Suzuki is the most trusted automotive brand in India . As per 'The Brand Trust Report, India Study 2012', complied by Brand Trust Advisory, Maruti Suzuki is followed by BMW, Hero Honda, Toyota and Honda. Whereas, Hyundai reflects ecofriendly and smart cars and a pride. Good Mileage & extra features at competitive prices

Most trusted car, excellent after sales service

Value for money, easy to drive, better power and fuel efficiency.

Maruti Suzuki’s PODs
Hyundai PODs
Eco-friendly car
High on style, smart and trendy car for gen next.

Frame of Reference: Relaible and promising passenger and commercial vehicle POP and POD:
Points of Parity includes strong, spacious, trustworthy and adequately priced vehicles along with high fuel efficiency and moderate style and comfort. POD for Tata: Trustworthy, sustainable and high on quality

Mahindra and Mahindra: Rugged, fuel efficient, pioneer in utility vehicle

Passenger and Commercial Vehicles...
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