shelby fitzgerald lachelle marshall. contents situation analysis marketing mix- product, price,...
TRANSCRIPT
CONTENTS
Situation Analysis Marketing Mix- Product, Price, Place,
Promotion Segmentation, Target, Positioning
Competition
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing in the Media
PRICE
Fiat 500 MSRP: $16,195
500 c MSRP: $19,695
Fiat Abarth MSRP: $22,095
500 e MSRP: $ 31,800
500 l MSRP: $19,195
PLACE
Fiat is a world wide brand.
Based out of Italy
Also big in America, Brazil, Poland, and Argentina
Rated 4th in Europe for production and 11th
worldwide
PROMOTION
Eco-Friendly with a Sexy Edge- each of these
models come with the advantage of good fuel
economy and low CO2 emissions
Minimum of 28 MPG in the turbo and a whopping
122 MPG in the 500e. Other models fall in between
these numbers.
SEGMENTATION
Behavioristic- Fuel Efficient, compact, good for
commuting
Geographic- Great for urban consumers because
it is great on fuel. Also, it is the ideal size to
maneuver through that tough noon traffic of the
city. You can make parallel parking look easy! Puts
off low emissions.
SEGMENTATION CAN'T
Demographic- Consumers between the ages of 20-
28. It is affordable for most incomes, especially those
just out of college who are looking for a nice vehicle
to start your life in with entry level pay. Would also be
a fun new toy for retirees. Not great for families much
larger than three.
Psychographic- Low CO2 emissions( 97g/km- lower
than most competitors), Fun to drive, Great for
commuters.
SEGMENTATION CAN'T
User Rate: Heavy User- product will be used
everyday
User Status: First-Time Users and Potential
Users- allows us to expand our brand to users
looking to buy first brand-new vehicle, or it would
be a good trade for those wanting to get rid of
SUVs and trucks.
TARGET MARKET
Younger generation drivers around the ages of 20-
28. These vehicles are ideal for consumers looking to
buy a brand new vehicle that want stylish yet
affordable. Consumers will love this eco-friendly
vehicles because they comparatively have some of
the lowest emissions and highest MPG. Wonderful for
heavy commuters.
MARKETING COMPETITORS
Mini Cooper
Volkswagen Golf
Chevy Spark
Lead on Competition- Lower Emissions, Higher
MPG, Lower MSRP
All are compact, hatchback, and fuel efficient
SWOT ANALYSISStrengths• Blue&Me- hands free
calling• Fuel Economy• Fun to Drive• Easy handling and
shifting• Stylish• Safe
Weaknesses• Interior plastics are
“cheap”• Small Cabin Space• Slow acceleration
Opportunities• Focus on college
students and consumers without families
• Focus on the “FUN” factor
Threats• Not a good family
vehicle• Although it has good
handling the acceleration is slow and power is a little low. This may diverge male drivers
MARKETING OBJECTIVES
Increase sales by 4% per quarter
putting an increase of 16% annually
Raise the average amount of units
sold per dealership by 8-10 units per
month
MARKETING STRATEGY
INCREASE SALES- Increase the
amount of sales to college graduates. • How? Offer incentives for grads
such as $0 with your college diploma or $500-1000 “Grad Cash”
MARKETING STRATEGY
Improve Product Awareness• Target our audience by marketing
campaigns on college campuses across the country.
• Offer opportunities for test drives- Maybe even a test track
• Provide a fun atmosphere to catch attention: Music, Prizes, Games, act…
MARKETING CHANNELS
Print Media- Magazines for younger generations:
Seventeen, Cosmopolitan, Sports Illustrated, Rolling Stone.
Magazines for eco-loving consumers: Eco-Generation,
Community Seeds
Billboards: Fun and attractive posters in urban areas and
college towns
Television: Commercials on stations like MTV, VH1,
Comedy Central, E!, Act….
MARKETING IN THE MEDIA
Contract with celebrities or public relation agencies
to bring attention to Fiat.
Corporations and small companies could use our
vehicles as company cars but also use it to advertise
their company or product.
Start a Facebook page and have people follow Fiat
on twitter.