Team Micronesia-FIAT Media Pitch

7/31/2019 Team Micronesia-FIAT Media Pitch

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Team Micronesia

Zahra Bajgiran, Christina Lai, Erin Luzzi, Kevin Overton, Jimmy Tai

FIAT


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COMPANY

Founded in 1899, Fiat Group Automobiles (FGA) designs, produces and sells automobilesunder the Fiat, Alfa Romeo, Lancia and Abarth brands, and light commercial vehiclesunder the Fiat Professional brand

The brand has a tradition of producing models that offer practical and affordabletechnological solutions and an unmistakable Italian design

FIAT MultiAir Technology was recognized as the "Single Most Innovative EngineTechnology" of 2010 by the International Engine of the Year Awards panel

Fiat 500 is 50 years old and available in over 80 countries

Won 60 international awards

Fiat owns 58% of Chrysler 6 million vehicles by 2014


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PRODUCTS

500

Pop, starting at $15,500

Sport, starting at $17,500

Lounge, starting at $19,500

500C Pop, starting at $19,500

Lounge, starting at $23,500

500 by Gucci, starting at $23,500

500 Pink Ribbon, starting at $22,000

500 Abarth, starting at $22,000

High elaboration, High effort, High motivation


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TARGET MARKET

Young, urban commuters, single or married with one child, who are secure enough in theirappearance to not worry or care about judgment or keeping up with the Jones

They have no need for gas guzzling vehicles during the days of $4.00 per gallon of gas

Suited to customers who are increasingly in tune with environmental issues andtechnological innovation

Many customers choose a Fiat as their first car because they can purchase a model thatis stylish, practical, safe and that represents good value for money

Young and active speed lovers

Those who wish to downsize

Families that require a second car


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MARKET

Economy car

Class subcompact car

Top competitors and share of market*

Nissan Versa 15.7% of market

Kia Soul 15.6% of market

Chevrolet Sonic 10% of market

Mini Cooper 7% of market

Fiat 500 4.6% of market

Market opportunity: $2 billion**

Subcompact category sales growing.


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SWOT ANALYSIS

Strengths

Exotic Fresh

image

Weaknesses

BrandRecognition

Opportunities

GrowingMarket

Threats

Establishedcompetitors


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CURRENT CREATIVE APPROACH

Share of market is low and competitors share of voice is high, resulting in advertisingfocused on a defensible niche

Simply More.

Television commercials

2011Life is Best when Driven

2012

Seduction First Time

House Arrest Bad Boy

Baby Let Your Italian Out Print advertising

Simplicity


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CURRENT CREATIVE APPROACH

Position Stylish and Fun to Drive

Theme Simply More.

Problem Awareness

Major Selling Idea Everything you need

Appeal Affective

Execution Style Humor

Presentation


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MEDIA PLAN #1 TARGET MARKET

Baby boomers anyone born after 1946-1964 48 to 66 years old

Largest segment with the most wealth

Woman baby boomers

Customers over the age of 50 represent 62.5% of annual new vehicle sales

73% of women make car buying decisions alone, and 26% make the decision with theirpartner, and only 1% rely on their partner to make the decision

Baby boomer woman

Do not like buying cars

40% do not like price negotiating

36% do not like car sales people

88% purchased latest car through traditional dealership


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CREATIVE APPROACH #1

Positioning A car to bridge the generation gap

Theme Designed for all ages

Promotional Strategy

Problem Mostly targeted to a youthful market

Selling ideaIt isnt just for the young


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MEDIA PLAN #1

To obtain trial and purchase Enhance IMC efforts and

build brand equity Target a specific segment

Objectives

Market FIAT to a newsegment while maintainingits current customers

Strategy


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MEDIA PLAN #1

Print Television Public Relations

MediaClasses

AARP the Magazine Lifetime Community Involvement

MediawithinClasses


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MEDIA #1 PROMOTIONAL MIX

TraditionalAdvertising

Advertisements on television and in magazines

Public

Relations/Publicity Interview current owners of the car

Digital Social Media

Sales Promotion Sweepstakes to win a FIAT 500

Support/Alternative Product Placement

Personal Selling Improve buying process for these women


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MEDIA SCHEDULE #1

Product

High Motivation New Segment

Pulsing

Normal levels throughout year Increase for end of year sales

Goals Increase Awareness Persuasion


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MEDIA PLAN #2 TARGET MARKET

LGBT community: Gay men

Gay men gravitate towards Saab, Audi, Mini, VW Beetle, VW Rabbit and convertibles

Lesbians gravitate toward Saab, Scion, Jeep, Subaru.

67% prefer to buy cars from companies with gay friendly reputation

Above average income: 40% of this group earns >$100,000

Above average levels of loyalty to certain brands (53%)

Prefer small compact cars: 42% of men and 32% of women live in big cities

17% reported buying a car within the past 12 months

Like to express a taste of fun and freedom


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CAR OWNERSHIP


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CREATIVE APPROACH

Positioning: Fun, stylish, Eco friendly car

Promotional Strategy

Problem Drivers give up style and performance by owning Eco-friendly cars

Selling idea - Fiat is a stylish sporty eco-friendly car

Theme:

-Its a fun-to-drive, luxurious, and eco-friendly car; find your pot of gold at the endof the rainbow

or

-an Italian beauty for an American family, Ride with pride.


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MEDIA PLAN

To obtain trial and purchase Enhance IMC efforts and build

brand equity Target GLTB group

Objectives

Introduce the European car

Increase awareness New campaign themeStrategy


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MEDIA PLAN #2

TV Print publication

MediaClasses

Gay cable network LOGO,shows hosted by members of

the community Magazines: paid and free

Media withinClasses


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MEDIA PROMOTIONAL MIX

TraditionalAdvertising

Broadcast, Print publication

PublicRelations/Publicity

Workplace Equality Index

Digital Ads on websites such as Gaywheels

Sales Promotion Incentives to build brand equity

Support/Alternative Direct Marketing, Sponsoring Gay events: Gay prides

Personal Selling Brand ambassadors within the community


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MEDIA SCHEDULE

Product characteristics:

Complex concept

Unique and requires high level of motivation

New in U.S.

Low market share

Short history in U.S.

Old brand that needs to change the image

Recommended media Schedule:

Mix of Continuous & Pulse. Increase frequency before and during travel seasons

Increase frequency when Competitors SOV is high.


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THANK YOU!

QUESTIONS?

Team Micronesia-FIAT Media Pitch

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