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FIAT 500

Marketing project
by

Giulia Ramadan

on 5 March 2013

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Transcript of FIAT 500

Presented By:
Katarina Kovacevic, Giulia Ramadan, John Seyfer, Allison Wolf Fiat 500
Marketing Mix Research INTRODUCTION
Fiat 500 Bibliography: "Central Intelligence Agency." CIA. CIA, n.d. Web. 02 Mar. 2013. <https://www.cia.gov/library/publications/the-world-factbook/geos/us.html>.
Chris. "Fiat 500 USA." Inside the Fiat 500 Marketing Campaign. N.p., 02 Aug. 2011. Web. 25 Feb. 2013. <http://www.fiat500usa.com/2011/08/inside-fiat-500-marketing-campaign.html>.
Ebhardt, Tommaso, and Craig Trudell. "Fiat Tries Again in the U.S." Fiat Tries Again in the U.S.- Business Week. BLOOMBERG L.P., 08 Mar. 2012. Web. 25 Feb. 2013. <http://www.businessweek.com/articles/2012-03-08/fiat-tries-again-in-the-u-dot-s-dot>.
"Fiat 500." Www.Fiat500.com. N.p., n.d. Web. 25 Feb. 2013. <http://www.fiat500.com/>.
Foley, Aaron. "New Fiat 500 Marketing Campaign Looks to Continue Brand's U.S. Resurgence." WardsAuto Home Page. N.p., 16 July 2012. Web. 25 Feb. 2013. <http://wardsauto.com/sales-amp-marketing/new-fiat-500-marketing-campaign-looks-continue-brand-s-us-resurgence>.
Healey, Tom. "Fiat Brings New Sales Strategies To American Market." N.p., 02 Mar. 2011. Web. 25 Feb. 2013. <http://automotive.about.com/od/Retail-Marketing/a/Fiat-Brings-New-Sales-Strategies-To-American-Market.htm>.
Kreindler, Derek. "Fiat 500 Sales Missing Targets, Chrysler Blaming Marketing Strategy." AutoGuidecom News Fiat 500 Sales Missing Targets Chrysler Blaming Marketing Strategy Comments. N.p., 27 Sept. 2011. Web. 25 Feb. 2013. <http://www.autoguide.com/auto-news/2011/09/fiat-500-sales-missing-targets-chrysler-blaming-marketing-strategy.html>.
MarketingCharts Staff. "Average US Household Size Declines to 2.6." MarketingCharts. N.p., 08 Oct. 2009. Web. 02 Mar. 2013. <http://www.marketingcharts.com/topics/demographics/census-data-average-us-household-size-declines-to-26-10679/>.
Niedermeyer, Edward. "Fiat 500 Marketing Watch: Re-Boot In The Works?" New Car Reviews, Ratings & Pricing, Auto News for New Models. N.p., 21 Nov. 2011. Web. 25 Feb. 2013. <http://www.thetruthaboutcars.com/2011/11/fiat-500-marketing-watch-re-boot-in-the-works/>.
Pattuglia, Simonetta. "Integrated Marketing Communication and Brand Management: The Case Study of Fiat 500." Integrated Marketing Communication and Brand Management: The Case Study of Fiat 500 (2011): n. pag. Web. 25 Feb. 2013. <http://www.economia.uniroma2.it/public/dsi/file/essays/DSI_Pattuglia.pdf>.
Pattuglia, Simonetta. "Integrated Marketing Communication and Brand Management: The Case Study of Fiat 500." (n.d.): n. pag. 2011. Web.
"Social Class in the United States." Wikipedia. Wikimedia Foundation, 03 Feb. 2013. Web. 02 Mar. 2013. <http://en.wikipedia.org/wiki/Social_class_in_the_United_States>.
"United States - Population by State." United States - Population by State. N.p., n.d. Web. 02 Mar. 2013. <http://www.indexmundi.com/facts/united-states/quick-facts/all-states/population>.
Vijayenthiran, Viknesh. "Chrysler Handling Distribution Of Fiat 500 In U.S." Chrysler Handling Distribution Of Fiat 500 In U.S.Motor Authority, 27 Sept. 2009. Web. 01 Mar. 2013. <http://www.motorauthority.com/news/1035799_chrysler-handling-distribution-of-fiat-500-in-u-s>.
Wunker, Stephen. "Fiat's Smart U.S. Launch Strategy — Really." Rev. of Fiat 500. Web log post. Fiat's Smart U.S. Launch Strategy — Really- Stephen Wunker- Harvard Business Review. Harvard Business Review, 1 Feb. 2013. Web. 25 Feb. 2013. <http://blogs.hbr.org/cs/2012/02/fiats_smart_us_launch_strategy_really.html>. PRODUCT DESCRIPTION PRODUCT
DESCRIPTION, CONT. DIFFERENTIATION/POSITION STATEMENTS RECOMMENDATIONS MAIN DIFFERENCES DIFFERENTIATION/POSITION STATEMENTS CONT. Smart Conversation
Start/Stop button
500 ways to listen to music (Bluetooth)
Dualogic transmission system
Seven airbags ASR/MSR
HBA (Hydraulic Brake Assist)
Hazard Device
ABS
FPS (protects your car against possible fire risks) Fiat 500:
Representing Italian design
worldwide for 50 years Fiat 500C:
Let the sunshine in. New models
Hybrid/Electric
Partnership with other dealers/repair shops Italian car produced between 1957-1975
Designed by Dante Giacosa
2007 New 500
Different marketing campaigns for different
countries and different models
Many models
Small town car All the models have the same basic technology inside.
Fiat 500L (5 doors) has audio system "Beats" and touch screen navigation "TomTom"
Fiat 500e has battery-powered engine
Fiat 500 Abarth has more men orientated interior design Fiat 500e:
The icon of Italian-made cars
with a 111 HP (83 kW)
electric battery-powered engine Fiat 500 Abarth:
Yes, we love bad boys! DEMOGRAPHIC

Age/Gender population
Income levels
Household sizes SWOT ANALYSIS QUESTIONS AND COMMENTS STRENGTHS

Italian
Gas mileage
Customize car
Safety- seven air bags
Different models/markets
Price WEAKNESSES

Italian
Small (America)
Not familiar in all markets
Lack of space for cargo
Not smooth on the highway OPPORTUNITIES

Trend of environmental consciousness
Increasing gas prices THREATS

Economy
Popular/ recognizable cars in same market (Smart Car/Mini Cooper/ Prius) TARGET MARKET 20 and over year old men and women
Household size ranges from 1 to 5 individuals.
Consumers who care and look for quality, safety, convenience, style and comfort when looking to buy a car.
Consumers leading stylish yet practical lifestyles.
Hardworking consumers who look to the future rather than the present. SEGMENTATION GEOGRAPHIC

Population density per state PSYCHOGRAPHIC

Social classes and income levels
Consumer lifestyles
Consumer personalities BEHAVIORAL

What consumers look for in a car Fiat 500 L:
Growing up is cool. PRICE Fiat 500 ‘Immigrants’
Fiat 500 Abarth
Fiat 500L ‘Wedding’ PROMOTION PRICING COMPARISON PLACE/DISTRIBUTION Partnered with Chrysler
Short distribution channels
Separate Fiat ‘Studios’ CONCLUSION Advertising (J. Lo campaign)
Highway driving
Lack of cargo space
Lack of dealerships and repair shops Course: MKT 20OA (Prof. Anna Sasso)
Full transcript