Transcript FIAT 500 - WordPress.com

Shelby Fitzgerald
Lachelle Marshall
CONTENTS
 Situation Analysis
 Marketing Mix- Product, Price, Place,
Promotion
 Segmentation, Target, Positioning
 Competition
 SWOT Analysis
 Marketing Objectives
 Marketing Strategy
 Marketing in the Media
Product
500 C
500 e
500
500 L
500 Abarth
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.
PRODUCT POSITIONING
Eco-Friendly with an Edge
Green to be Envied
MARKETING COMPETITORS
 Mini Cooper
 Volkswagen Golf
All are compact, hatchback,
and fuel efficient
 Chevy Spark
 Lead on Competition- Lower Emissions, Higher MPG, Lower
MSRP
SWOT ANALYSIS
Strengths
• 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 $5001000 “Grad Cash”
MARKETING STRATEGY
 Improve Product Awareness
• Target our audience by marketing
campaigns on college campuses
across the country.
• Offer opportunities for test drivesMaybe 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.
The End