Project Overview - Suzuki Jimny Launch in Canada
This project involved building a full go-to-market strategy to introduce the globally loved Suzuki Jimny to the Canadian market. The goal was to capture urban adventurers, nature seekers, and minimalist car enthusiasts with a product that blends compact design with powerful off-road capabilities.
Compact Adventure Meets Urban Canada!!
Objective & Challenges
🎯 Launch Planning
Developed a phased strategy tailored to Canadian automotive buyer behavior.
📊 Market Fit Analysis
Identified gaps in the SUV market for compact, fuel-efficient off-roaders.
📈 Brand Localization
Adapted the product messaging to resonate with Canadian adventure culture.
Market Research & Persona
Target Persona
Name: Liam Carter
Age: 27
Occupation: Graphic Designer & Weekend Explorer
Location: Vancouver, BC
Lifestyle: Loves road trips, photography, and exploring offbeat trails. Prioritizes affordability and sustainability.
Goals: Wants a fun, stylish, and reliable off-roader for weekend getaways and daily urban commutes.
Pain Points: High SUV prices, poor city maneuverability, high fuel costs.
Market Research Insights
- Compact SUVs are in demand among Gen Z and Millennials.
- Competitors like Jeep and Bronco lack affordability and urban maneuverability.
- Canadian consumers favor fuel economy + adventure-readiness.
Customer Journey Map
Customer Journey Mapping
| Awareness | Consideration | Decision | Advocacy |
|---|---|---|---|
| Instagram Reels | Comparison Blogs | VR Test Drive | UGC + Hashtags |
| YouTube Vlogs | Reddit Discussions | Influencer Reviews | Owner Communities |
| Pinterest Boards | SEO Blogs | Dealership Visits | Social Sharing |
Content & Campaign Strategy
Multi-Channel Rollout Plan
- Instagram Reels – “A Weekend with the Jimny”
- YouTube Series – “Urban to Off-Road”
- Pinterest Boards – Moodboards for lifestyle positioning
Blog Titles:
- Top 5 Reasons Jimny is Made for Canadian Road
- Jimny vs. Jeep: A Compact SUV Showdown
Project Outcome
Delivered a detailed 15-page launch plan with visuals, user journey map, and content calendar.
Presented to a panel including professors and marketing professionals, receiving strong feedback on creative positioning and strategic depth.
Gained practical insights into integrated campaign development, brand storytelling, and Canadian consumer behavior.
