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Segmentation, Targeting and Positioning of Saturn Cars

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What segment is Saturn(automobile) now targeting? How is GM now positioning Saturn? How do these strategies differ from those employed with the original Saturn S-series?

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Solution Summary

The solution explains in brief the possible target segments for Saturn Cars on the bases of demographic variables such as age and income and psycho-graphic variables which include personality and lifestyle. It also describes briefly the positioning strategy of Saturn Cars with special reference to Saturn S-Series Cars.

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Target Segments of Saturn

Demographic Segments
- Young to middle aged married people with and without children
- Lower middle income

Psychographic Segments
Personality - Environment friendly and socially responsible people - Green Line cars VUE and AURA.
Lifestyle - sporty ...

Solution provided by:
Himanshu Mahobia, MBA
Education
  • BCom, M.D.S University, Ajmer
  • MBA, M.D.S University, Ajmer
  • PhD, Suresh Gyan Vihar University, Jaipur
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