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(Marketing Engineering)
(Chapter-4)positioning
Infiniti conducted a market study to position the G20 in the US market. 75 individuals were surveyed. Given data in the table below:
1. Copy/paste data into MINITAB to create the following Maps: i. Perceptual Maps: Brands only. ii. Perceptual Maps: Attributes only. iii. Perceptual Maps: Brands and Attributes
2. Which brands does the G20 compete with?
3. What is the Market of G20?
4. Which attributes are most important in influencing preference for these cars in the three segments (S1, S2, and S3) shown on these maps?
5. To which segment(s) would you market the Infiniti G20? 6. How would you reposition the Infiniti G20 to best suit the chosen segment(s)?
Labels Attractive Quiet Unreliable Poorly Built Interesting Sporty Uncomfortable Roomy Easy to Service High Prestige Common Economical Successful Avant-garde Poor Value Preferences Overall Segment I (S1) Segment II (S2) Segment III (S3)
G20 5.6 6.3 2.9 1.6 3.6 4.1 3.2 4.2 4.6 5.4 3.5 3.6 5.3 4.3 3.4 6.3 4.3 5.9 8.4
FORD 4.0 3.6 4.2 4.2 5.0 4.9 4.0 3.9 4.9 3.5 3.6 3.7 4.2 3.6 4.3 3.9 2.1 6.0 2.1
AUDI 4.6 5.2 3.7 2.6 4.0 3.8 2.4 5.3 3.5 5.6 3.4 3.6 5.0 3.6 4.3 6.0 6.0 7.7 3.4
TOYOTA 5.6 4.2 2.0 2.1 4.3 6.2 3.7 3.5 4.9 5.3 2.9 3.2 5.5 4.9 3.5 5.5 6.1 3.5 8.1
EAGLE 4.0 3.5 4.3 4.3 3.9 4.9 4.0 3.6 4.6 2.8 4.3 4.9 3.7 4.4 3.6 4.0 3.3 3.1 5.8
HONDA 5.2 5.4 3.2 2.8 3.4 5.1 3.3 3.9 5.0 4.7 3.9 5.0 5.6 3.9 2.6 6.5 6.0 5.5 8.3
SAAB 5.3 4.8 3.7 2.8 3.4 4.3 2.8 5.1 3.8 5.7 1.9 4.3 5.3 4.7 2.9 6.8 7.5 5.4 8.4
PONTIAC 3.9 2.8 3.9 4.4 5.4 5.7 4.3 3.3 4.7 3.8 4.3 3.1 4.4 4.1 4.3 3.0 1.2 2.5 5.3
BMW 5.7 5.0 2.3 1.8 3.3 4.1 3.5 4.3 4.1 6.4 2.8 4.3 5.9 3.7 3.3 6.7 8.3 5.4 7.3
MERCURY 3.9 3.3 4.0 4.3 3.9 5.2 4.4 3.6 4.6 3.3 3.9 4.6 3.9 4.5 3.8 4.0 1.7 5.8 3.4
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