Clever fini
16
A new Marketing Strategy for CLEVER CAMDEN MARKETING STRATEGIES
-
Upload
sitbona -
Category
Entertainment & Humor
-
view
133 -
download
6
description
a dévoilé il y a peu le CLEVER concept. Derrière l'acronyme un peu prétentieux, il y a tout de même une réponse aux principaux problèmes de l'automobile actuelle : écologie, sécurité et encombrement. Je qualifierai le concept de moto à deux places et à trois roues avec un carénage. Il faut dire que BMW avait déblayé le terrai avec le C1, un scooter avec carrosserie qui ne nécessitait pas de casque pour être conduit. Attention tout de même : la philosophe du concept BMW n'est pas du tout la même que pour le Volkswagen GX3, un autre véhicule à 3 roues plus axé sur la performance : le Clever est sorte de GX3 à l'envers. Le prototype BMW se rapproche très sensiblement du Carver qu'une firme Néerlandaise propose. Représentant la mobilité urbaine par excellence, ce petit véhicule atteint les 90 km/h et coûterait environ 10 000€ s'il était commercialisé. La motorisation est particulièrement écologique puisqu'au gaz naturel et avec une consommation très faible : l'équivalent de 1.5 L/100km La sécurité est à relativiser puisque le véhicule aurait 3 étoiles au crash-test euroNcap. C'est moins qu'une Renault Clio, mais plus d'une moto. Les constructeurs explorent des voies de plus en plus novatrices pour le développement de leurs futurs véhicules. Nous ne pouvons que nous en féliciter.
Transcript of Clever fini
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
4
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
5
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
10
SmartMP3Renault TwizyCLEVER
7
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
11
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
12
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
13
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
14
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
15
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
