smart cars

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THE SMART CAR Anastasia Alexandre Axel Prayag Simon

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Page 1: Smart Cars

THE SMART CARAnastasia Alexandre

AxelPrayagSimon

Page 2: Smart Cars

SMART POSITIONING AND COMPETITIVE ADVANTAGE

• Segment: People who want a small car for commuting

• Target Group:• Urban upper middle class• Need to be cool (regular compact car are boring) • Sponsorship at young, urban events (customer targer are young people with money living in a city) • Customer targer : young / living in the city (easy to park) / fashion foward / car about the environement

(small car are fuel efficient)

• Positioning: High end design & technology

Page 3: Smart Cars

Smart's fortunes in the USWith Penske:

+• 300 franchised dealers

• Distribution

• Network

• Visibility

• Sales opportunities

-• Less visibility on internet

• Bad communication

With Mercedes-Benz +

• Better communicatoion • More visibility on internet • Better brand image

- • Less sale point • Distribution less effective • Reduced Network

Shift in strategy, communication should be way more effective in the future thanks to better communication campaigns. Indeed they want a better brand image to create feelings and emotion. Sort of balance between communication and distribution.

Page 4: Smart Cars

Smart vs Honda, Scion, Kia

Page 5: Smart Cars
Page 6: Smart Cars

Target Customers

• Young Generation• Urban People• Parking problems• Cares about Environment• Fuel Efficient• Prices in the range of $10,000 - 15,000

Exclusive Focus: Western Market, Diamler customer engagement

Page 7: Smart Cars

Timing of LaunchThe Smart’s US launch is not too late, because:

• Smart brand is capable of sustainable profitability• Company is trying to reduce the cost of production (and their attempts are quite successful). • French plant is shorter for the new model of car (20%) • 21 century’s trends and inbound marketing• Competition with the direct competitors can be won• Social Media • Car shall become very popular among young people who tend to live “a flexible life” and care

about the environment• Traction has already begun, in coming days it will be much more successful

Page 8: Smart Cars

Online and social media strategy• Today their strategy are more on social media because of their target (young people living in cities).

They are in Facebook and twitter.

• Diversification of the strategy:

• Creation of an app (with news, advantages of the brand, most beautiful personalizable cars etc.) --> increase of brand image

• Twitter challenge for the most personnalizable Smart with an hashtag challenge. We can elect winners and give them like promos on gasoline etc. --> two ways communication that allows the customer to feel connect with the brand.

• Their facebook page has more than 100,000 fans so we can develop an online streaming strategy with Facebook Live. We can also think in creating a Snapshat channel. The streaming app are the one that are being bigger and bigger now. --> CRM strategy

• Cooperation with innovative & new locals: The target being a people living in the city under 30 years old, we can cooperate with some "fancy" bars/restaurants etc to make them win some promotions.

Page 9: Smart Cars

T H A N K Y O U