3.2. Targeting and Positioning
As mentioned above, this ‘Old Money’ segment can be reached by executing unique marketing strategies. One good example is the strategy mainly using only magazines to advertise their brand. If luxury brands use all other marketing communication tools as well, the image of luxury will definitely be blurred. So, to be consistent with this concept, there should be
image through high technology and innovation is the only core competency that can be sustained.
To be a successful market leader, we suggest Hyundai should implement two different strategies in strong and weak segments. The bottom-line belief is that Hyundai should focus on innovation. In the strong segments (i.e., small-sized, mid-sized, and SUV), they should focus on enlarging the capacity
image.
We segmented customers into three groups of kids, parents and kidults, and we believe Oxford should target the last one to increase its brand image and sales. New products should focus on larger and more mature-themed products to focus sales on this segment.
Also, While Oxford Toy has great price, and need to have its position as good quality with affordable price, its products should
segmentation(20-40s of middle class) is feeling stress of services, prices,. So, Saturn choose that segmentation for targeting. Then Saturn released utilitarian models low priced. But, Saturn also advertised company's images for old people.
(new)
→ import-intenders
→ High-end customers.
→ Luxury loving people.
Saturn has always been the one brand in the GM lineup suitable for attrac