Mid Term Question
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Product positioning is a process by which marketer tries to place the product in a favorable position among all the other products. Creating an identification of product in market is simply called product positioning. Marketers use the best possible ways to endorse the product attributes to the target market according to the customers’ needs, wants and the competitive structures. The product survival depends on the competitive advantage and the unique selling propositions established by the marketers.
Pak Suzuki Motor Company Limited was formed as a joint venture between Pakistan Automobile Corporation and Suzuki Motor Corporation (SMC) Japan. Company started its commercial operations in January 1984. The product line of Suzuki vehicles in Pakistan includes cars, small vans, Pickups, Cargo vans and Motorcycles. In motorcycles, Suzuki is well-known worldwide, but in Pakistan, Honda is the preferred brand. With the introduction of the Suzuki 150cc, Suzuki attempted to establish new trends in the motorcycle category. Despite their success, they were unable to attain a reasonable market share in comparison with HONDA. To overcome and establish new connections with consumers, the company has introduced its 125cc. Its reception has been lukewarm as the 125cc bike segment already has several strong contenders. Critiques question its launch timing due to the weak economy and turbulent times in the auto industry. But still experts believe Pak Suzuki's new venture will be a success story in 2023.
Discuss any five positioning strategies by which “Suzuki Thunder 125cc” can be effectively positioned in customers’ mind as compare to existing competing brands in Pakistan.
Note: Make a logical discussion keeping in consideration the modern age of competition and technological advances.
To effectively position the "Suzuki Thunder 125cc" motorcycle in customers' minds compared to existing competing brands in Pakistan, several positioning strategies can be employed. Here are five strategies that can help create a favorable perception and gain a competitive edge:
Highlight the technological advancements and unique features of the Suzuki Thunder 125cc that differentiate it from the competition. For example, emphasize any innovative engine technology, fuel efficiency, advanced safety features, or intelligent connectivity options that enhance the riding experience.
Position the Suzuki Thunder 125cc as more than just a mode of transportation but as a lifestyle choice. Create marketing campaigns and partnerships that associate the motorcycle with adventure, freedom, and individuality. Emphasize the emotional connection and the sense of identity that owning a Suzuki Thunder 125cc can provide.
Showcase the affordability and value proposition of the Suzuki Thunder 125cc. Highlight the motorcycle's competitive pricing, cost-effective maintenance, and durability. Emphasize the long-term savings and the overall value customers can expect from choosing the Suzuki Thunder 125cc over other competing brands.
Demonstrate the exceptional performance capabilities of the Suzuki Thunder 125cc. Promote its power, acceleration, handling, and maneuverability in both urban and off-road environments. Conduct comparative tests and showcase the motorcycle's superiority in terms of speed, agility, and overall performance metrics.
Emphasize the environmentally friendly aspects of the Suzuki Thunder 125cc. Highlight its low emissions, eco-friendly manufacturing processes, and fuel efficiency. Position the motorcycle as a responsible choice for customers who prioritize sustainability and want to contribute to a cleaner environment.
In addition to these positioning strategies, it is essential for Pak Suzuki to invest in effective marketing and advertising campaigns, leverage digital platforms and social media to reach the target audience, and provide excellent after-sales service and support to establish a positive reputation in the market. By combining these strategies with a customer-centric approach, Pak Suzuki can increase the chances of success for the Suzuki Thunder 125cc in Pakistan's competitive motorcycle market.
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