Post on 21-Jan-2015
description
A new Marketing Strategy for CLEVER
CAMDEN MARKETING STRATEGIES
2CAMDEN MARKETING STRATEGIES
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
TARGET
Urban men in their fortiesMiddle/Upper class
POSITIONING
Urban mobility with great designs and eco-friendly
4Ps
Product: electric with a brand new name
Price: 12 990 euros
Place: BMW dealers in major cities
Promotion: street marketing and
commercials on TV and high-end newspapers
Recommendations
3CAMDEN MARKETING STRATEGIES
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
• Goverment intervention: Taxes on petroleum products and polluting cars, incentive for electric cars Political
• Crisis but lower impact on the middle/upper class and sustainability of French luxury productsEconomical
• The reputation of the German cars : trustworthy, high quality etc…• New fad for technologic and trendy designs rather than vintage design and big
cars • The fight against cars in big French cities leading to the development of scooters
over the last decade• A lot of scooters accidents : almost 800 people killed and 15 000 people injured
Social
• Development of new energies to avoid petrol: Electric devices getting more efficient
• Development of technology to create smaller cars Technological
• Changing in consumer behavior towards patronizing eco friendliy products • Green cities awareness : less noise, less pollution, less traficEnvironmental
• Stringent speed limit regulationsLegal
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Company
CAMDEN MARKETING STRATEGIES
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
Strong brand image in
premium cars
Expertise and good
reputation in the ecological
field
Responds to the demand of
different segments
Heavy investment in
R&D, innovative
brand
The Competition
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MP3 by Piaggio
8 999€
Twizy by Renault
From 7 290€ (without battery)
SMART electric
18 910€ (without battery)
Three-wheeled
Four-wheeled Mini-vehicles
6CAMDEN MARKETING STRATEGIES
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
Practicability
Eco-friendliness
Pleasure to driveSecurity
Comfort
0
5
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SmartMP3Renault TwizyCLEVER
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Collaborators
CAMDEN MARKETING STRATEGIES
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
Implementing a partnership with
Example of autobleue in Nice
Benefit from the expertise of Veolia in the field of clean energy
The mini E
8CAMDEN MARKETING STRATEGIES
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
Segmentation
9CAMDEN MARKETING STRATEGIES
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
Segmentation
10CAMDEN MARKETING STRATEGIES
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
Segmentation
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Target
CAMDEN MARKETING STRATEGIES
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
And the winner is PIERRE!
Urbans in the 5 main cities (Paris, Lyon, Toulouse, Marseille, Nice)
Middle/Upper class
Age 30-50 years old
Men
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Positioning
« The best mix between a mini car and a motorbike ! »
For urbans in their 40’s the clever is a micro-sized elcetric car that offers great design and eco-friendly urban mobility.
CAMDEN MARKETING STRATEGIES
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
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PositioningUrban mobility
Pleasure of driving Maneuverability of a motorcycle- Direct Tilting Control System (computer-controlled) - Easy to park compared to a regular car
Conveniency Protection from bad weather Bigger storage than a motorbike Can be driven without helmet
Security (Airbag system ,Increased stability given by the three-wheeled structure)
CAMDEN MARKETING STRATEGIES
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
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4 PsProduct
Electric poweredA new name
PlaceBMW selected dealers
Price : 12 990 €To be above price market and in line with BMW
brand imageSame price range than the former BMW
scooter
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON
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PromotionUrban venues:
Ads on busesStreet marketing: events in the 5 main cities of France
during which people can try the carMiddle / Upper class :
TV commercial: classy, product-oriented to highlight the technology, during sports shows, in the evening during the news broadcasting, channels such as TF1 and Canal+
Newspapers: Le Monde, Le Figaro, les Echos (in line with our target)
16CAMDEN MARKETING STRATEGIES
Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON