introducing seat automotive in the us market (global marketing proyect)
DESCRIPTION
Define client, competitors and positioning for introducin SEAT Automotive (VW Group) in the US marketTRANSCRIPT
Introducing SEAT into the U.S. market
Global Marketing and Strategy
• What is SEAT? It´s history• Company profile• SEAT models• How?– Ibiza– Volkswagen?–Where?
• Autoemoción: defining values• SEAT in Spain: position and segments
INDEX
WHAT IS SEAT? IT´S HISTORY
Introducing SEAT into the U.S. market
What is SEAT?
Video
• Only Spanish automobile company• Founded in 1950 by the Spanish
Government• Developed the car market after the
war with affordable products• FIAT: technological partner
What is SEAT?
• Part of Volkswagen Group (7.2 million vehicles sold in 2010) since 1985
• Sales leader in the Spain
What is SEAT?
COMPANY PROFILE
Introducing SEAT into the U.S. market
• 340.000 units sold in 2010• Net sales: $4.6 billion• Product facilities in Spain (Barcelona)
and Portugal• 11.000 employees• Export ¾ of production• Present in 73 countries
Company profile
SEAT MODELS
Introducing SEAT into the U.S. market
Mii
SEAT models
León
Altea
SEAT models
Exeo
Alhambra
SEAT models
Ibiza
HOW?
Introducing SEAT into the U.S. market
• Just one model: Ibiza• To be distributed by the Volkswagen
network• Expands Volkswagen portfolio
(smaller than VW Golf/GTI)• Two variations: Bocanegra & Cupra• The most sporty and equipped
variations
Ibiza
• Engine: 1.4 TSI 150 HP twin charged
• DSG automatic transmission (7 gears)
• Sporty suspension• Max speed: 131 m/h• Fuel consumption:
– Urban. 34,9 mpg– Hgway: 53,3 mpg
Ibiza Bocanegra
• Engine: 1.4 TSI 180 HP twin charged
• DSG automatic transmission (7 gears)
• Sporty suspension• Max speed: 140 m/h• Fuel consumption:
– Urban. 34 mpg– Hgway: 53,3 mpg
Ibiza Cupra
• Two options:– Develop SEAT brand in the USA • Scion model• More investment
– Distribute the Ibiza as VW Ibiza, expanding VW product line• Does Ibiza match the VW values?
Volkswagen?
• Southern US: California, New Mexico, Arizona, Texas.
• Focus on major cities: San Diego, Los Angeles, Phoenix, Austin, Houston.
• Capitalize on the familiarity of the product in Mexico (2.7% market share, 13,000 cars sold)
Where?
AUTOEMOCIÓN
Introducing SEAT into the U.S. market
• A range of cars delivering the thrilling combination of superior engineering and pure enjoyment
• SEAT is a dynamic, design-driven, young-spirited brand, constantly seeking to create new levels of quality car enjoyment.
• SEAT is Spanish. And German. • SEAT is passionate perfectionists.• SEAT is emotional technologists• SEAT gives design a purpose. SEAT
brings technology to life
Autoemoción
Autoemoción
SEAT IN SPAIN:POSITION AND SEGMENTS
Introducing SEAT into the U.S. market
SEAT in Spain: position
Passionate
Upper class rational
Upper class passionate
Lower class rational
Lower class passionate
The exotic
The elitist
The sporty
The What??
The practical
The show-offs
• Gearhead– Loves driving– The car is a
hobby– Risk taker– Low income– No family
responsibilities
SEAT in Spain: segments
• Impulsive dad– Second car– Small
adrenaline boosts
– Income available for other activities/needs
– Low/medium income
SEGMENTS
Introducing SEAT into the U.S. market
• Gearhead– Be different– Sporty– Economic
Segments: Why?
• Impulsive dad– Fun– Feel young
again– Freedom
• Gearhead: He– 26 years– Construction worker – Rent studio– Live alone– No girlfriend– $7.000 in credit card
debt– Honda Civic 92– Lives in Hollywood– Spare time: friends, car,
going out– Travel abroad: Mexico– Gym: weight lift
Segments: Profile
• Gearhead: She– 23 years– Dental hygienist– Rent a room– Lives with a roommate
(friend of high school)– Boyfriend– $2.000 in credit card
debt– Honda Civic 92– Lives in South Central– Spare time: friends,
shopping, clubbing– Travel abroad: never– Gym: spinning, Thai box
Segments: Gearhead
Joey C.
Jennifer Rodrigu
ez
• Impulsive dad– 37 years– Garage manager – Owns a house– Wife and 1 child (7
years old)– $200.000 mortgage– Maxima 2009– Lives in Burbank– Spare time: sports bar,
family– Travel abroad: Mexico,
Paris (Honeymoon)– Gym: never goes
Segments: Profile
Segments: Impulsive dad
TomBrinkman
COMPETITION
Introducing SEAT into the U.S. market
Vital factors
Vital factors: hedging the risk
• Segment not defined in the US.• Purchase driven by feelings, not by
specifications.• Competitors quite different, but seen
as similar in the consumer´s mind.
Competitors: product class
Competitors: product class
Mini Hyundai Veloster
Mazda 3
Competitors: product class
Make Engine Horsepower Length MPG city MPG Hwy
Cargo volume (cu
ft)Price $ Passion/
Image
Mini Cooper 1.6 121 147 in 29 37 5.7 21.500 8Mini Cooper
S 1.6T 181 147 in 27 35 5.7 25.500 9Hyundai Veloster 1.6 138 166 in 29 38 15.5 19.300 5
Mazda 3 2.0 2.0 155 177 in 28 39 17 19.800 6
Mazda 3 2.5 2.5 167 177 in 22 29 17 24.200 6
Competitors: product class
Competitors: product class
Make Engine Horsepower Length MPG city MPG Hwy
Cargo volume (cu
ft)Price $ Passion/
Image
Mini Cooper 1.6 121 147 in 29 37 5.7 21.500 8Mini Cooper
S 1.6T 181 147 in 27 35 5.7 25.500 9Hyundai Veloster 1.6 138 166 in 29 38 15.5 19.300 4
Mazda 3 2.0 2.0 155 177 in 28 39 17 19.800 5
Mazda 3 2.5 2.5 167 177 in 22 29 17 24.200 6SEAT
Bocanegra 1.4 150 157in 35 53 10 21.000 7
SEAT Cupra 1.4 180 157in 34 53 10 24500 7,5
Competitors: product class
Category competition
Generic competition
INNOVATIONS
Introducing SEAT into the U.S. market
Innovations: Pit Stop Service
• Service provided by a truck
• Wherever and whenever the client needs
• Racing image
Innovations: e-replica
• No physical connection.
• Same format, apps and connectivity as cell phone/tablet/pc.
COMMUNICATION SAMPLES
Introducing SEAT into the U.S. market
Take him for a walk. No need for the baggies.
NEW IBIZA BOCANEGRA
Entertainment on board?Take your SEAT
NEW IBIZA CUPRA