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Product cover image for Seijing Motor Corporation: Reposition or Extend the Pickup Brand

Seijing Motor Corporation: Reposition or Extend the Pickup Brand

Ashita Aggarwal; Shriram Iyer; Projesh Kar

Product #:9B18A012
Supplier:Ivey
Discipline:Marketing
Setting:India, 2016
Details:Case (PDF) • 8 pages • 2018-03-02

Subjects:

BrandingBrand managementSales and marketingMarketing

Industries:

Fabrication and manufacturing

Geography:

IndiaAsia
Your Price:$9.71

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In early 2016, the country head for Seijing Motor Corporation (SMC) in India was worried about stagnant sales of the company’s Supreme pickup brand. The Supreme brand had gained only a single-digit market share over the past year, and SMC’s share of the growing large pickup market had steadily fallen, from 40 per cent in 2005 to 10 per cent in 2015. SMC’s Supreme brand was competing with the market leader in the pickup segment. The pickup needed to be repositioned immediately so that it appealed to customers; otherwise, its market share would erode even further. Should the company fight existing consumer perceptions or leverage them? Should the Supreme brand be repositioned, or should SMC offer new brands in other segments? Should it extend the Supreme brand name into those other segments, or should it introduce new brand names?

Learning Objectives

This case can be used in core MBA courses in marketing management, brand management, and marketing strategy to highlight the concepts of segmentation, targeting, positioning, and brand extensions. It can also be used for an elective course on consumer behaviour. The case is primarily designed to help students understand concepts in marketing strategy and brand extension as applied to the consumer market. After working through the case and assignment questions, students will be able to do the following:
  • Explain the importance of creating clear segments and a robust positioning strategy.
  • Analyze the implications of introducing a new brand versus extending an existing brand.
  • Compare the brand development approach to the extension approach in relation to company and market scenarios.
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Case Study: Seijing Motor Corporation: Reposition or Extend the Pickup Brand (English version) | Ivey Publishing