The SHOPPERS AGE

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The SHOPPERS AGE OCCUPATION
BKK
2
OFFICE EMPLOYEES USER
Gender
Male (56) , Female (44)
Age
26-30 yrs (47) Not first jobber!!
Brand
Kiwi (91)
Paste 45ml. (29) Classic (24) Extra shine
(12)
Product
Good quality (31) Always use this brand
(24) Easy to use (12)
Reason to buy
User
Own use (77)
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POSITIONING
4
POSITIONING
5
POSITIONING STRATEGY
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Reposition ??????????? Positioning ????????
(Deposition)
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CASE STUDY NISSAN TIIDA
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Nissan TIIDA
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MARKET SHARE
BRAND SHARE
Tiida
LANCER
Mazda3
Focus
JAZZ
YARIS
CIVIC
ALTIS
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TIIDA SALES VOLUME
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PURCHASE CRITERIA
Priority
Exterior Design
Exterior directly affected image of
user Interior cabin comfort because the amount
of time spent in traffic. Fuel economy because
high fuel price.
High
Interior Quality
Fuel Economy
Reliability, after sales service, maintenance
spare parts costs and resale value long run
cost return.
Brand Reputation
Medium
Highest priority concerns for car buyer in the
1.5-1.8L segment Actually depending on
individuals needs Engine size and performance
had to match own usage pattern.
Engine Size/ Performance
Not very important unless there were highly
noticeable differences among brands in term of
price
Price Differential Equipment/Accessories
Low
Not so critical as to trigger purchase or
switching decision if within acceptable period.
Delivery Period
11
AUTOMOBILE SEGMENTATION
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CAR CLASSIFICATION
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TIIDA MODELS
NISSAN TIIDA
Sedan
Hatchback
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TIIDA SPECIFICATION
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TIIDA TARGET CUSTOMERS
Target Customer Life Style ?
Family
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TIIDA POSITIONING
High Attractiveness

• Nissan Tiida

Luxury
Sport
Low Attractiveness
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TIIDA SEGMENTATION
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COMPETITOR (COMPACT)
Mazda 3
Honda Civic
Toyota Altis
Tiida
Ford Focus
Mitsubishi Cedia
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PERCEIVED COMPETITORS
Honda city
Vios
Tiida
Jazz
Yaris
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PERCEPTAUL MAP
Positioning
High quality
Tiida Sedan
Civic
Mazda 3
Altis
Young
High society/ Adult
City
Yaris
Vios
Jazz
Cheap