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1. Mahindra Logan
Vs
Swift Desire
Submitted By:
Kanupriya Sethi
Sunny Dahiya
Sandeep Gunajan

2. Market Segmentation & Positioning
Segment Type Length
A3 Mid Size 4001mm-4500mm
Segment Price
Premium INR 5,00,000 -15,00,000
Mahindra Logan :- Targets customers who plan to upgrade from a small car to
entry level premium segment. At launch, Mahindra Logan was positioned at the
entry level A3 segment, with pricing and space as the primary selling factors.
This is clear from the initial positioning of Logan as:
• First ‘wide body’ car in India
• Largest boot space in its category
• Widest cabin room space in its category
Swift desire is first car from Suzuki that was conceptualized for the Indian market. It
is not yet sold in Europe or for that matter any of the global markets where Suzuki
operates.

3. • Mahindra Logan is rated poorly by customers along most dimensions, except
spaciousness. Swift desire leads every where .
• the company has emphasized on spaciousness as one of the main factors. spaciousness has a
limited appeal to customers after some level.
• It faced a further dent in its image when it ended up being widely used as a preferred vehicle
by taxi operators.
http://tejas-iimb.org/articles/95.php