Toyota VS Honda

Category

Automotive company in Thailand (Toyota and Honda are the 2 dominant players in the market)

Positioning

Toyota: Reliable and economical car

Honda: Fun, efficient, and affordable car

Target Market

Toyota: target more toward first jobbers who prefer safe car with reliable image

Honda: target more toward university students with the fun image

Toyota

POP                                                          POD

-         Compact car                                  -  Fuel efficient

-         Engine                                           -  Environmental friendly

-         Car performance                            -  Higher price

                                                       -  Reliable

                                               

Honda

POP                                                          POD

-         Compact car                                  -  Fun

-         Engine                                           -  Lower price

-         Car performance                            -  Excitement

Positioning definition: I think both of the brands defined its positioning correctly because even though the car itself is more or less the same but both of them try to differentiate themselves from one another by target different group of customers.

Improvement: I think both of them are doing well in communicating their positioning toward their target customers and also state clearly the distinction from one another.