With the revival of the Fiat 500, manufacturers hope to provoke a strong emotion in the consumer at the sight of the vehicle, thanks to its design and originality and also its reputation. The goal is to educate the consumer so as to convey the image of a car at low cost and incentive for everyday use.
The objectives of the campaign will reposition the Fiat 500, by passing the image of a vehicle at low cost and high quality. It covers the following aspects: Reclaiming the former followers of the car, attracting a request of the environmentally conscious, price and quality oriented consumers and targetting the female group.
Fiat is on the auto market with the new Fiat 500, launching the remake of "yoghurt pot" to meet competition in this market, especially with the new Renault Twingo 2 and indirectly with the Toyota Yaris. Fiat targets a young clientele who wish to have a smart car that is practical, and economical at a low cost. Men and women of 18-35 years age group are targeted
The new Fiat 500 is available in 9 models; in order o facilitate access to women by making it easier to choose when buying the car. Fiat also wants to enjoy the remake of "yoghurt pot" to stir emotion among consumers, because the client is increasingly tied to the design of this car. With the revival of the Fiat 500, the manufacturer hopes to provoke strong emotions among consumers on the first view of the vehicle.
The design and originality of the car conveys the image of a car at low cost with a tendency for everyday use. It is also a simple car, economical, safe and environmentally friendly. The main objective for the Fiat 500 is mainly to regain the market share lost in the past.
Tags: Fiat 500, launch of car, revival of brand and market share
[...] The segment of the supply concerned by Fiat, which perpetually undergoes many changes, has captured the interest of the consumer in many cities. Threats: The growing urban awareness among consumers to protect the environment may pose a threat. • Request Job Opportunities: In 2007, it produced almost 2.1 million new passenger cars (excluding utility vehicles) that were sold with growth in sales compared to last year. Threats: French exports represent about half of the imports from Germany. France is also in deficit vis-à-vis Spain. • Environment Threats: Competition is fierce in this segment, the market is mature. [...]
[...] Fiat proposes to challenge the competition with a car which is: • trendy and original (remake of the yoghurt pot) • cheap (€ 9,500 for the base model) • ecological • Customizable design and • equipped with Blue & Me technology (with Microsoft) • secure 2.2 Targeting of the application The target customers of Fiat are those wishing to have a rather young eco- car, which is practical, economical and low cost. Men of 18-35 years are affected, as well as women who appear to be at the heart of the target. The new Fiat 500 is available in 9 models, in order to facilitate access for women and make their job easier when buying. [...]
[...] Mapping the position of the New Fiat 500 with respect to its main competitor Twingo2: One can observe that the New Fiat 500 is a car of average quality and perceived low cost, unlike the Twingo 2 which is a vehicle with perceived low quality for a lower cost. The Fiat benefits from a better image Qualitative and quantitative objectives Qualitative targets for Fiat 500: The main objectives for the Fiat 500 are primarily to regain the market share lost in the past. Fiat relies heavily on the phenomenon of ecology and economy, linking the consumer to purchase the vehicle. Fiat wants to take market share from its competitor Renault, competing against the new Twingo 2 which seems to have gone unnoticed in the street. [...]
[...] • DISPLAY: to highlight the next "elected Car of the Year 2008 and the ecological side of the vehicle" o Posters in subway stations o Posters at bus stops, and common spaces Supports non-media: • Marketing press relations: o Creating a special press, and specifically women's magazines • Direct marketing relationships: o Via SFR, Bouygues and Orange: selection of their databases of young women 18-35 years in order to send MMS, with the photo of the Fiat 500 "competitions" going on the website: imagine www.fiat500-games- .net • Direct marketing relationships: o Via the old database of former members of the original yoghurt-pot. Sending e-mails inviting them to come and try the new Fiat 500. [...]
[...] Communication strategy for the launch of the new Fiat 500 (2008) Overview 1. General strategy of the Fiat group in 2007/ Marketing strategy for the new FIAT 500 (2008/2009) 2.1 Targeting of supply 2.2 Targeting demand 2.3 Positioning of the Fiat Objectives qualitative and quantitative 3. Operational marketing mix of the Fiat Supply Product 3.2 The prices / rates 3.3 The distribution 4. Recommendations: Communication Strategy for 2008 FIAT 500 in France 4.1 Objectives 4.2 Targets 4.4 Supports media, non-media 4.5 Planning of communication in 2008 General strategy of the Fiat group in 2007/2008 The Fiat Group was boosted by sales of the new "Punto" launched in 2005 (against Renault Clio, Peugeot 207, Toyota Yaris). [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
