Suzuki SX4
It’s another example of marketing failure from Maruti Udyog Limited in recent days. Though the product is too good and elegant look to be fit as good family car, Maruti somehow misled by the power availability they try to position as “Male Car” as Bajaj did for Pulsar
The segmentation communication went entirely wrong, going by the sales data A3 Product category is growing despite the overall passenger car sales slipping. The product is well ahead of competition from Honda City Zx and Hundai Verna or Tata Indigo.
Source: (http://www.carwale.com/research/comparecars/CarComparison.aspx?car1=1163&car2=527 ).
http://www.business-standard.com/common/news_article.php?leftnm=10&bKeyFlag=BO&autono=318699
The thing went wrong is marketing communication which showed the car meant for “Man”. Having manufactured a car for upper middle class or higher class self driver car, on communication it excluded potential female customers and person who’s intention might be using it as family car. This communications narrow down the potential buyers. May be the advertisers were misled by the success of Bajaj Pulsar in Bike segment.
The Pulsar act worked well as bike as product meant for man, and pulsar is exclusively for sporty and adventurous group. Adding to this though M&M SCORPIO positioned as SUV car the media commercials always showed a woman driving the vehicle.
May be Maruti learn from this mistake and correct during their Swift D zire launch
