Two Strangers... Offering New Marketing Opportunity

Situation; A leading automobile company has recently developed a new premium SUV. The vehicle is based on its earlier successful low-end SUV platform but has been completely redesigned with a more premium look, larger cabin and improved features.

Mr. Gaurav Kapoor, National Sales Head, is waiting for his flight at the Delhi Airport Lounge.

Two young IT professionals are sitting nearby having their drinks are discussing their SUVs. Both own SUVs from different automobile companies.

One says, "I am very happy with my SUV. Performance is excellent. But honestly, it doesn't look premium. Whenever we go out with friends, it still looks like an entry-level vehicle."

The second smiles. "Mine is exactly the opposite. It looks fantastic. But whenever my parents come to stay with us, the whole family has to squeeze inside. That's the biggest disappointment."

The conversation ends.

Neither of them notices Gaurav.

But Gaurav keeps thinking throughout his flight.

His company's new SUV solves both these problems.

Now the question is...

How should the company position its new SUV?

________________________________________

Gaurav Kapoor, National Sales Head, 18 years of experience in Passenger Vehicle Sales

Approach A; "We should launch a high-impact advertising campaign highlighting the premium styling, bigger cabin and superior features. Customers will immediately understand what makes this SUV different."

Approach B; "I think we should first understand how many young families are facing exactly these two frustrations. If these are common experiences, perhaps our communication should begin with these situations rather than with the technical specifications of the vehicle."