tottoil. medium; Lipper medium, people movers, sports, prestige and luxury I , ht. itelH1, irtt make and model of vehicle is critical to the accuttit,:v atui I 1-,(;11(iiiic: if Vehicle makes and models are allocated to their gmupin by liouotlittion betweei 4.14 31t tr t lines members. }tlittiu litool• Nissan Marketing Manager for Passenger Vehicles, it is easy to I t(srt t it 1 r..11011 kitttlight dies; engine size and price are the key factors. As the vehicles got f 104 ti ni it ANCIVel $ it Wigs start to become ‘fuzzy’. The Nissan Maxima, with a 3 litre engint, told [Hit tart t little over $40,000, is classified in the prestige category, along with the Hondo itt i t ” (I ( 6), BMW 316 (1.6 litre) and the Ford Fairlane (4 or 5 litre). lit aitilori$otion is important for more than Just data collection reasons. By associating I 0 H1,0.14,11;0 ear with tither, already categorised models, the manufacturer is immediately I blhai it ►taitatillah us market position for it. I iowevet ihe industry report is only one-half of the story. It does not answer the question. wilt; ht lys kind wily? Here the industry body is not very helpful.Niiignri tries to segment its customers on the basis of why they buy. Unfortunately, a:-; Mr fit(itek explained: ‘It’s not that clear-cut, because sometimes it’s difficult to get all the inforrn.kiithii you need from research. When you survey them, people don’t always tell you the 1#01 iiititive for purchasing something.Ma hay i four-wheel drive vehicle called the Pathfinder. It has a 3 litre V6 engine, it very 4tylitAi and it starts at about $39,000. Buyers not only compare the Pathfinder with tither tourewheel drives, but also look at other things, like out 200 SX sports car, the 1-londo Prelude, and could even consider a BMW 3-Series. So a lot of the time people buy for linage, and the car is a fashion accessory. Very few people who buy the Pathfinder actually 90 (in inad.it4r•istiritb 40Qmentation is based on psychographics. For example the average ktioxiind ptittliaser is a middle to senior company manager with a wide variety of cars to chowzt item Typically they would have a set vehicle allowance. Demographically, they are 11 idit• ‘4,0 * bo years of age and have an income of $50K plus. After that level of descriptitwn, it le ( it gmnds of circm ustances 0 You have to be careful of demographics; you can include lots of pe op who aren’t in the target market and exclude lots who are.’Segmentation is a key issue when it comes to advertising a car. The advertisements must iticinde the right lifestyle and image to make the products appealing to the targeted buyer. vvhybin TWA is Nissan’s advertising agency. Paul Mayes, Whybin’s Planning Manager Livis very concerned about some approaches to segmentation. He explained: ‘Genet il rim/roadies in consumer segmentation, like value segments which use clemographii s, to some time or another, been the bane of my life. When it comes to understan Iaft., cteri these approaches rarely tell you anything.’ tOoi PrOduct is different and people will buy for reasons that relate to that product The rriatV° Segment for the Pathfinder four-wheel drive is different to the market segment for ZtjObS SPOrt$ _car. However, there are overlaps within each segment„ where a buyerik 4+1N L6. *tic
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