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 ...
Education
- BCom, M.D.S University, Ajmer
- MBA, M.D.S University, Ajmer
- PhD, Suresh Gyan Vihar University, Jaipur
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