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

500 e

500 L

500 C

500

500 Abarth

Product

PRICE

Fiat 500 MSRP: $16,195500 c MSRP: $19,695Fiat Abarth MSRP: $22,095500 e MSRP: $ 31,800500 l MSRP: $19,195

PLACEFiat 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 everydayUser 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

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 CHANNELSPrint Media- Magazines for younger generations: Seventeen, Cosmopolitan, Sports Illustrated, Rolling Stone. Magazines for eco-loving consumers: Eco-Generation, Community SeedsBillboards: Fun and attractive posters in urban areas and college townsTelevision: 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