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Bugatti

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on 24 July 2015

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Transcript of Bugatti

Product
Price
Exclusivity
Marketed for affluent clientele
Application required/ background check
Screened to ensure that you're the ideal consumer to encompass Bugatti's paradigm
Promotion
TV, magazines, internet, auto shows and media icons
Portray an image of high end performance and status
Media focused on extremely high income customers & their interests

Bugatti is something that in the end is a car, OK, but it’s a car that is a lifestyle. Bugatti is a part of your sensitivity, of your feeling"
Place
SWOT Analysis
Strengths
Mission
"Bugatti has always been the epitome of exclusivity, luxury, elegance, style, extraordinary design, and a great passion for automobiles."
References
Distribution Centers:

Dealerships United States of America, Europe, and Asia.

Order off their site
Automobiles Ettore Bugatti was officially founded in 1909 in the then German city of Molsheim, in France.
In the 1990s, an Italian entrepreneur revived it as a builder of limited production exclusive sports cars.
Today, the name is owned by German automobile manufacturing group Volkswagen.
History
Inventory 2005-2015
: none (450)
Location:
Château Saint Jean
Dorlisheim
67120 Molsheim
France
Desire to achieve exclusivity based on unique visions, strong legacy of legendary sports cars and high-precision engineering in development.
Bugatti’s brand is improving the concept of exclusivity through the concept of "Bugatti’s lifestyle" - offering a new brand experience
Values
Vision
Bugatti wants to keep being associated with something not easily affordable and mystic. A luxury that not all consumers will be able to have, even if they have the resources to
Legacy
Luxury
Extraordinary Design
Exclusivity
Elegance
Passion
Individuality
Independent Character
Weaknesses
Opportunities
Threats
- Strong Brand Image
- "Le Patron" Concept

- Indian/BRIC Market
- Defining Bugatti
Lifestyle
- Increasing Competition
- "There's too many of them"

Bugatti's History
http://www.bugatti.com/en/tradition/history.html
https://en.wikipedia.org/wiki/Bugatti
Bugatti Lifestyle
http://www.lifestyle-bugatti.com/en/
Price
http://www.dailymail.co.uk/news/article-1385904/Sesto-Elemento-Lamborghinis-worlds-expensive-car-fast-UK-roads.html
http://www.guideautoweb.com/en/specifications/compare/13550,14322,14347,14161/
https://books.google.de/books?id=Te2EAAAAQBAJ&pg=PT132&lpg=PT132&dq=bugatti+price+strategy&source=bl&ots=z_FtxseN9l&sig=Pridjw4q-qNqOqCu03wkx4dHkGE&hl=en&sa=X&ved=0CEcQ6AEwA2oVChMIzPaPgK_yxgIVRFkUCh1t7Qcy#v=onepage&q=bugatti%20price%20strategy&f=false
SWOT Analysis
http://www.marketing91.com/bugatti-veyron-entered-indian-market/
http://carbuying.jalopnik.com/four-reasons-why-you-should-never-ever-buy-a-bugatti-v-1616708727


Veyron 16.4
Grand Sport
Super Sport
Grand Sport Vitesse

Super Grand Sport Vitasse
Grand Sport
Super Sport
Veyron 16.4
Competition at a glance
Target Market
- Males
- Ages between 35-60
- High Level of Income
- College Education
- Professional Career
- Prince insensitivity
- Eccentric Preferences
Bugatti is at the top tier of world-class roadsters with a gripping 1k HP with its competitors far in reach

Mclaren P1
Pagani Huayra
Ferrari LaFerrari
Koeniggsegg Agera R
Price Strategy
Premium Pricing/ Prestige Pricing/ Skim Pricing
the brand maintains a higher standard for its market
price isn't of concern
Luxury is often associated with premium pricing
Marketing techniques = creating value in which consumers are "willing to pay" more
Full transcript