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Needs:-
For understanding the customer need a survey was conducted
which consists of the following needs of a customer:
Product Positioning:-
By product positioning, we mean clarifying the attributes of a
given product (that is the features of Toyota corolla) or defining a
user (that is the particular customer segment) or market
segment.
MUMBAI
Product Positioning involves using the marketing mix (the 4Ps) to
present the product to the selected target market(s) so that it is
perceived in the most favorable way relative to preferences and
competition.
Product Differentiation From
Competitors
Performance
Maximum Speed (kmph) 175 180 208
0-100kmph (seconds) 13.6 10.1 9.7
100kmph-0 Braking
40.6 49.8
(meters)
80kmph-0 Braking
21 28.9
(meters)
PERFORMANCE
civic
25%
corolla
45%
skoda
30%
Skoda Octavia Toyota Corolla Altis Honda Civic 1.8V MT
Elegance 1.9 TDI 1.8V L
Luxury
Air Conditioner
Power Windows
Power Steering
Power Seats
LUXURY
25%
35% corolla
skoda
civic
40%
safety
Anti-Lock Braking
System
Air-Bags (Driver | | | |
Passenger)
Child Safety Locks
Front Fog Lights
Defogger (Rear)
SAFETY
corolla skoda civic
30%
60%
10%
Aesthetics
Seating Capacity 5 5 5
(person)
No of Doors 5 4 4
AM/FM Radio
CD Player
As per the serve conducted from the customers of Toyota, we
came to the following result, and come to know that on the basis
of aesthetics all 3 cars are sharing equal positions, in the mind of
customers.
AESTHETICS
corolla skoda civic
30% 35%
35%
Product Quality
Overall Width (mm) 1731 1760 1750
Overall Height (mm) 1455 1480 1450
Wheel Base (mm) 2512 2600 2700
Ground Clearance 134 176 170
(mm)
Mileage Overall 13.94 9.08 10.32
(km/liter)
Brake Type Hydraulic dual circuit ABS with EBD ABS, EBD and BA
braking system with
diagonal interconnection,
vacuum assisted
Front Brakes Disc brakes, with hollow Ventilated Disc Ventilated Discs
brake wheels and
single/piston floating
caliper
PRODUCTQUALITY
civic
20% corolla
35%
skoda
45%