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Marketing Campaign for Renault Twizy Z.E.

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by

T G

on 12 November 2016

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Transcript of Marketing Campaign for Renault Twizy Z.E.

Cooperation Partners
Sales Initiative Project:
Renault Twizy Growing Strategy (GER)

Agenda
Product Introduction
Project Organization
Schedule
Marketing
-> private strategy
-> business strategy
Budget/Finance
Risk-Management

management tools
completely new approach of mobility
a car-like vehicle 100% electric powered
maximum range of 100km
rent for battery 50-72€
per month
Urban 45
5 hp max. speed 45 km per hour
driver licence 16 years
6990€
Urban 80
18 hp max. speed 80km per hour
driver licence 18 years
7690€
consequences

high

high

low

Business Marketing Strategy
Target groups:

• car-sharing companies
• companies with a big site -> Twizy as a site internal company car
• Twizy as a mobile advertising medium
• companies looking for a green image


Activities:

• participation in business trade fairs
• advertising film
• newsletters/flyer

Project Description
Increasing Sales Figures in Germany
step-by-step plan


Project Schedule
Source: Renault Germany
high costs
Probability of occurence
time
pressure
no input of
cooperation partner
one ineffective
channel
increasing
electricity costs
mis-
communication
Private Customer Marketing
how to identify the target group...?
first survey data
from the 4.11.2013
first steps
with primary research!
3 weeks
4 weeks
4 weeks
continual
Information stage
collect information
e.g. from Renault, Survey etc.
Developing strategy
multi-channel marketing campaign
launch stage
launch marketing campaigns
on different channels
target-performance
comparison
was the strategy successful and
adjust the campaign
Milestones
Project-manager/Supervisor:
Tobias
Marketing
Marc Haußler
Finance
Jan A. Fettig
Risk Management
Nadim El-Dabi
increase the internet presence

test drive events for customers


further marketing depends on the survey results:
where do we want to advertise?
on TV/ in papers
Full transcript