Infiniti G20 Positioning - Marketing Strategy

Positioning AnalysisINFINITI G20

Hussain Al-HaddadMaziar Mahboubian

Anthony ThamJillian Toda

AGENDA

• Background

• Segments

• Positioning Map

• Segment Analysis & Selection

• Bonus: 3D Analysis

THE CASE

• 1989, Nissan entered luxury car market: Infiniti

– Late to game

– Poor evaluations and advertisements

• 1990, Infiniti introduced G20 to the US

• Need: Positioning of G20

THE SEGMENTS

• Segment One (S1)– Western, Yuppie, Singles– Important Attributes: Quietness, Prestige,

Successful, Overall• Segment Two (S2)

– Upwardly Mobile Families– Important Attributes: Roominess, Quietness,

Overall• Segment Three (S3)

– American Dreamers– Important Attributes: Successful, Attractive

German Feel, Japanese Car?

Attractive Quiet Prestige Successful Overall0

1

2

3

4

5

6

7

8

Selected Average Perception Ratings - S1

G20 Honda Saab BMW

WHY LEAVE S1?

• Crowded segment

• G20 scores the highest only in one important attribute

WHY NOT S3?

Attractive Sporty Easy Service Successful AvantGarde0

1

2

3

4

5

6

7

Selected Average Perception Ratings - S3

G20 Toyota Honda Saab

WHY S2?

S20

1

2

3

4

5

6

7

8

9

Selected Average Preference Ratings - S2

G20 Audi Saab

WHY S2?

Quiet Roomy Prestige Economical Overall0

1

2

3

4

5

6

7

8

Selected Average Perception Ratings - S2

G20 Audi Saab

L x W x H (inches)

175 x 66.7 x 54.9

Vs.

176 x 67.6 x 54.3

City/highway mpg:

24/32Vs.

18/24

WHY S2?

• Less crowded

• Competitive advantage in two important attributes

• Attributes “roomy” and “economical” are misperceived

INTEGRATED MARKETING COMMUNICATION

• Focus on S2's top preference attributes

• Family themed ads

• Relaxed outdoor activities

• Emphasize and compare “Roominess”

• Economical advantages of G20

MARKETING ACTIVITIES

TV MagazinesProduct

Placement in Movies

Day-time TV

1) Business 2) Infant & Parenting3) Entertainment

In movies that appeal to the segment

FURTHER RESEARCH

• Actual noise levels

• More psychographics of S2

– Spending habits, etc.

• Audi 90’s sales data and trends

• Post-marketing evaluation study

TAKEAWAYS

• Target the segment where you can have a competitive advantage

• Flexibility matters

• Look at segment size

• Read customer perceptions carefully

THANK YOU!

BONUS: 3D ANALYSIS