Brand Positioning of Suzuki, Faw and

Toyota

Muhammad Attique, Soman Awan, Naseer Mangi

SUKKUR IBA Airport Road, Sukkur
Suzuki

The positioning strategy of Suzuki is based on the affordability of the price. Recognizing the

Purchasing power parity of target market of Suzuki, the people lying in middle income level will

easily afford the brands of Suzuki.

The Suzuki Vitara mentioned in the case has some features and therefore positions on both

affordability and premium features like Android control and fuel consumption efficiency. This

model was already successful in US and now in Pakistan because of this positioning strategy they

have been successful to work on it.

Al Haj FAW

Al Haj Faw focuses on the quality and positions its brand as a quality brand. Its production of

domestic and heavy vehicles are positioned on technologically advanced, economically efficient

and quality brands. This is the positioning they have built for more than 10 years.

Toyota

The slogan of Toyota “Moving forward” encompasses the positioning strategies of innovation.

The status of auto-mobil industry to be the second largest tax payer, makes it worth mentioning to

sell the brands which attract youth and elite class families preferring innovative products and

premium features.