The formal launch of Smart was cancelled in 1998 due to safety reasons and errors in the process of marketing. However, after two years of continuously promoting and marketing Smart, the sales finally picked up. Overwhelmed by this success, Smart launched its other models that seemed as original as the ones already existing in the market. The model that stood out the most was the minis town two-seater. Smart hoped to reach, with this model, the threshold of the 200 000 unit sales per year. Smart contemplated on restarting its "baby" by using three cylinders of the engine with the assistance from other manufacturers like Nissan and Mitsubishi. In this competitive motor market, the company ?Daimler Chrysler' is working at present on a new version of micro computing. The new arrival had numerous advantages of being spacious, more comfortable highly more economic. It was announced in 2007 and aimed to seduce a wider public and thus conquer new markets.
[...] After 2 years of marketing the sales of Smart ForTwo take off. Moved by this success, Smart wants to more affirm its state of mind and lance its other models quite as original the ones as the others. With all these models, Smart launches out on the market of the minis town two-seaters where it has the monoply. However years after, Daimler Chrysler tightens the budget and gives up the model roadster (not enough profitable), the parent company put all on small Smart ForTwo to find balance. [...]
[...] It is positionning on the same market: car with two seats and an original design. Moreover, the subaru R1 has a low polluting motor and is general purpose. It is not planned for the moment on the European market. ( Buyer behavior Smart shows signs of anticonformist positioning from its eccentric and frequently renewed colors, its original design and care new style of consumption. It is also a deliberately élitiste vehicle. It has vocation to be the second, even the third car of the household. [...]
[...] The budget ✓ Communication Support Where ? Unit price total Right page per month and per page Television on Monday Friday and February and July during the week end and per week ✓ Events and sponsor Type place time total of Woman Fashion ✓ Communication total budget Communication + Events and sponsor = ✓ Other expenses Commercial person on the 3 events payed £10 during 168 hours days of 7 hours during 4 weeks): £ Security vigil on the 3 events payed £8 during 168 hours: £ Eventual modification in prices for the rest: £ Forecast of Budget: £ Media planning Type of supports Date Actions to be carried out Billboards September Reservation of Billboards JC Decaux shelter near the cities advertisers differents magazines to the differents magazine according series or programms To January Adjustment of reservation according the Middle Deposit of the scenario to the January different chains Show present the corner in the press Bibliography • Books Mercator Publicitor • Study LolyDior, an Istec case study Subaru R1: the japanese Smart Photofit of the Smart customers today: ✓ 65% men ✓ average age: 39years'old ✓ 67% without kids ✓ living in large metroplise 32% living in Paris area 41% living in town of more unhabitants ✓ belonging to higher social and economic categories 70% graduate of higher school ✓ connected with new technologies ✓ dynamic person New Photofit of the new customer: o 50% women o 50% men o average age: 25-29 years'old o fashion addict o open with all the trends o like to have fun and go out o interesting in culture o graduate of high school New customers to target, our objectives: o To redirect the brand towards the women o To reduce the average age Chains aiming at a particular target: only women for the first, and the women and the homosexual for the second. [...]
[...] (http://www.pretparis.com/ This campaign will begin in February 2007 and will end in July 2007. Principal strong times of the campaign: * February: International Show of Woman Fashion (one week) * May: corner in the Lafayette VO during 3 weeks * July: participation in Lyon Fashion city (one Week) The campaign will aim 6 large cities in France Paris Marseille Lyon Bordeaux Lille Toulouse - The sponsorship: In order to increase the visibility near our target, Vanessa Bruno will be used as brand ambassador. [...]
[...] It is this saturation which forms a weak market. Tis decrease is also explicated by uncertain sales conditions involve by the deceleration of the european economies and the rise of oil prices. ( Key figures in European countries Over one month new cars found taking, that is to say a retreat of over one year in Europe. The five larger markets weaken, except France in rise of 3,1%. The United Kingdom fell of Italy of Germany of and Spain of 0,7%. [...]
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