PRINCIPLES OF MARKETING

Tutorial Exercise (C2,PLO1)

Module : DPM1013
Lecturers name : Puan Dayang Dijah binti Awang Weng
Class : DPR1B
Contents :

Report content / Answers

Appendixes
References

Page 2-5
Page 6
Page 7

Group Members :
Amirul Firdaus Bin Nasruddin

06DPR14F2006

Muhammad Fitri Bin Abdul Rahman

06DPR14F2102

Report contents/Answer
1. Using the full spectrum of segmentation variables, describe
how Proton has segmented the automobile market.
Proton has

segmented the automobile

market

based on

demographic segmentation and psychographic segmentation.

The first is demographic segmentation. It is Protons intention to
initially enter the market based on customers income especially
to the customer that have lower middle income. Furthermore ,
the age and marital status that also be considered of Proton
such as young age or married without children more suggested
to Proton Satria and Gen 2 model while married with children are
suggested to bigger model such as Waja and Perdana. Secondly,
it is psychographic segmentation. It is also be used including
lifestyle and social class. The lifestyle influence the customer to
buy the Proton model based on the status such as bachelor may
be choose a stylish car model than married customer may be
choose a appropriate model. In addition, the social class
influence the customer to get the suitable model for them based
on their wants. In example, the students more prefer to Proton
Axia because it is looks suitable for them.
2. Define marketing positioning
Market positioning is a arranging for a product to occupy the
clear, distinctive, and desirable place relative to competing
products the mind of target market consumer. Kotler (1994)
refers to it as the unique selling proposition. Explained in other
words, the positioning statement is the point where the bundle
of attributes joins to form one concept which aims at capturing
the essence of that which the target audience seeks in the
product category.

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3. Explain the following types of positioning strategies
i)

Product features

This strategy implies that the product can be separated from

its competitors based on attributes, features or benefits. The
product features is the most commonly used strategy. For
example Tenaga Nasional Berhad (TNB) is known as a
monopoly company that provide the electrical power in
Malaysia.
ii)

Price/Quality

The price and quality ladder is according to most researchers,

the most effective of all eight attribute ladders. If a product
has a high price, it automatically indicators a high quality of
the product to the customer whereas a low price indicators a
low quality. For example, Mercedes cars are known as highly
durable luxury cars.
iii)

Usage occasion

The product is marketed as when or how it can be used as a

strategy to win an empty slot in the customers mind. For
example, Pizza Hut delivery has always been the choice in
the occasion where people have no time to eating out or
cooking at home.
iv)

Product class dissociation

The product class dissociation ladder implies that a product

or company can be positioned as superior to it competitor.
For example, Ferrari has always been associated with status,

sporty, luxury and prestige as compare to other sports car

manufacturer.

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v)

User

The strategy indicators that the company clearly can

identified and know the consumers and their needs. For
example, Air Asia knows their segment well (the middle
income and price sensitive) , and have come out with the
tagline everyone can fly
vi)

Competitor

This strategy to position a product its done by positioning it

directly against or away from the competitors position. For
example, Giant has been advertising that they offer the
lowest price as compare to Tesco and Carrefour
vii)

Benefits

This strategy implies that a position can be gained through

proclaiming the benefit that the customer gets when they
consume the product. For example, De Palma Hotel have
been claiming that they are the only hotel that has syariah
compliance (halal hotel) in Malaysia.
viii)

Cultural heritage

This addresses the cultural heritage or tradition of the

company or its home country. For example, Old Town White
Coffee is well know for its ambiance of a retro coffee shop
tradition in term of the interior as well as the menu.

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4. Suggest the most suitable positioning strategy for Mu Putih.
Explain your answer.
The most suitable positioning strategies for Mu Putih are
pricing strategy and promotion strategy. For the cosmetic
products, we must select the target of buyers that will buy the
product. So that we must divided our level of price in three part
such as premium package, low middle price and affordable for
buyers that has low income. Other than that, with a strong
promotion strategy we can easily enter the large markets. For
example, we can approach through product advertising in
magazines and newspapers that always being focus of the
public. Therefore, our product are more easy to identify in
market.

Appendixes

Logo Proton

Proton Axia

Proton Waja

Proton Satria Neo

Proton Gen 2

Proton Perdana

References
1. Http://www.businessdictionary.com/definition/marketpositioning.html
2. Market segmentation, market positioning, text book of
Principle Of Marketing, Oxford, Yusniza Kamarulzaman & Nor
Khalida Abu