SATURN CASE STUDY

1. Building a brand-
the Saturn story
Kotla sravanth reddy
Nanda Gopal
Vinay
Jaysainath
Mateen khan
Likith R

2. 2
HOW SATURN BUILD A BRAND
Customer-centric approach: Saturn conducted extensive market research to
understand what customers wanted in a car and then incorporated that feedback
into its product design and marketing efforts.
Innovative products: Saturn was known for its innovative products, such as the
plastic body panels on its cars that were dent-resistant and could be easily
replaced. This helped set the brand apart from other car companies and
appealed to customers who were looking for something different.
Unique retail experience: Saturn also created a unique retail experience for its
customers, with no-haggle pricing and a focus on customer service.
Community-building: Saturn also focused on building a sense of community
among its customers, with events like homecoming celebrations and owners'
clubs. This helped create a sense of belonging and pride among Saturn owners,
which helped build brand loyalty.

3. 3
How Saturn created a relationship with customers
Focus on customer service: Saturn placed a strong emphasis on customer
service, and its employees were trained to be friendly and helpful to customers.
This helped build trust with customers and fostered a positive relationship
between the brand and its customers.
No-haggle pricing: Saturn's pricing strategy was to offer a no-haggle pricing
policy, which meant that the price on the sticker was the price that customers
paid.
Community-building: Saturn created a sense of community among its customers
through events like homecoming celebrations and owners' clubs. This helped
build a sense of belonging and pride among Saturn owners, which helped to
strengthen their relationship with the brand.
Listening to feedback: Saturn conducted extensive market research to
understand what its customers wanted in a car, and then incorporated that
feedback into its product design and marketing efforts.

4. 4
what are the retailers strategy
Saturn, as a subsidiary brand of General Motors, had its
own unique retail strategy aimed at differentiating itself from
other car companies.
Saturn's retail strategy was focused on creating a positive
and personalized experience for customers, with a strong
emphasis on customer service and community-building. The
no-haggle pricing strategy was also a key differentiator,
aimed at building trust with customers and eliminating the
stress of car buying.

5. 5
what are the challenges faced by Saturn
Despite its early success, Saturn faced a number of challenges over the years
that ultimately led to its discontinuation in 2010
Competition: Saturn faced intense competition from other car companies,
particularly in the mid-2000s when the brand began to struggle.
Changing consumer preferences: Consumer preferences for cars changed over
time, and Saturn struggled to keep up with these changes. For example, as
consumers began to place more emphasis on fuel efficiency and
environmentally-friendly vehicles
Financial difficulties: Saturn struggled with financial difficulties throughout its
history, including high manufacturing costs and low profit margins. This made it
difficult for the brand to invest in new products and marketing efforts.

6. 6
Conclusion
Saturn was a unique car company that entered the automotive market in the
1980s with a focus on innovation, customer service, and community-building.
The brand quickly gained a reputation for its no-haggle pricing policy, friendly
sales staff, and personalized retail experience. Saturn's approach to building
relationships with its customers helped create a loyal customer base, and the
brand enjoyed early success.
However, over time, Saturn faced a number of challenges, including intense
competition, changing consumer preferences, financial difficulties, and
mismanagement. These challenges ultimately led to the decline of the brand and
its eventual discontinuation in 2010.

7. THANK YOU