Through the analysis of communication campaigns for Renault and Ford in all three segments (low, middle and high end) the author attempts to determine: - What is the desired brand identity? - Discuss the relevance of these campaigns from the perspective of the central brand, and the strengths and weaknesses. -Determine how to improve these communication campaigns.
Each year, Renault invests one billion Euros in its gross global communication, including 200 million in the French market. Renault had a prosperous period of communication between the years 1985 and the year 2000. It was characterized by the slogan \"Renault, cars to live\".
More recently, Renault has focused on communication about its products, promoting their individual advantages, and has set aside the importance of the message in advertising (source: Les Echos). Thus, the results were negative communication that has resulted in lower sales of Renault products (less than 8.2% with respect to sales of passenger cars and commercial vehicles).
Nevertheless, this French leader of the automobile sector is changing its communication strategy, and it is now based more on the design of the brand. In addition, Renault makes the driver the heart of its communications while involving its passengers and society around him. One can see that it is a smart way to engage the consumer with the brand so that it creates a relationship.
It can be seen through the objectives for the year 2008/2009 that the French group Renault alters its communication strategy to convey the values of the brand. One can note that the arrival of Stephen Norman within the group marks the beginning of a new era in terms of communication Renault.
Communication from each manufacturer is unique to their strategy.Indeed, they rely on their positioning to establish good communication. Their goal is to reach maximum target and to encourage them to adopt specific behavior vis-à-vis the mark.
This strategy seems in line with the target, as women are concerned about the economy and the size of young hedonist and novelty.Renault does not communicate on the central elements which is a good point. However, a black spot of the mark is the finishing dimension is transferred automatically with the central elements of the system and that is the subject of a systematic depreciation.
There is no communication work being done to improve the image ofRenault cars for their finish. The quality dimension (equipment, finish,comfort, appearance) should be present in any other way in their communication.
The two topics on which Renault communicate in this segment arethe mid-range hedonism and trust. The confidence dimension encompasses the concept of security which is part of the central system, it does nothing on a communicative point of view to focus on the concept of trust. It would connect on more strategic elements of brand equity that constitute added value for comfort and value for money
The company should propose to change the terms that define its brand identity and to replace that which refers to the trust by terms referring to the quality therefore opting for a corrective strategy by focusing on weaknesses to overcome the shortcomings of the mark.
Tags: Importance of communication, marketing, Renault and Ford
[...] The brand will target young, and communicates on the side "fashion" aesthetic of the car. The identity that is based on the three words "feisty, practical and trendy" After the visualization and analysis of the spot I could do has the following functions: - Tonic → refers to the power of the Twingo → Hedonism - Practice → refers to equipment (plan on spacious trunk, folding seats, overhead electrical, etc.). → QUALITY - → Hype returns to innovation (plan on connecting the MP3 cable on the laptop, etc . [...]
[...] Soundtrack: Divine by Sebastien Tellier style: Pop / rock (song representing France at the Eurovision contest in Europe in May 2008.) 10-Analyze Intuitive → refers to safety → TRUST Reassuring → refers to safety → TRUST → racy refers to the style of the car → Hedonism This spot highlights memories of the life of the target driver, who abandoned many principles (good or bad) during his years ("you tell the girls this is zero, the cell phone that was not for you, you said you did not want children, you said that Renault was not for you . it's time to change The two topics on which Renault communicates in this segment are the mid- range hedonism and Trust. [...]
[...] The new Twing plays a mix of genres, the mix is the program The spot comes in three times separated by a fade revealing of the three words "feisty, practical and then plugged." -Tonic: The word appears on the screen and then follows a variation of cartoons in black and blue and video montages showing young men doing the skate, playing tennis . -Practical: Here is the equipment that is highlighted; a girl and later a boy drive the car. The new Twingo has a sunroof, a spacious trunk and can adapt to the sandstone of needs and desires (different depending on whether the target is a male or female). [...]
[...] ♣ What communication strategy to choose? Communication of each manufacturer is unique to their strategy. They are based on their positioning to establish good communication. Their goal is to earn as much as their target and encourage them to adopt a certain vis-a- vis the brand. Consumer expectations in the automotive field are grouped into five criteria (Table which are: -Specifications -Hedonism -Confidence -Newness -Economical. Recent studies have shown that the core of the brand lies in the notion of Security (TRUST) and the Quality / Price (ECONOMY). [...]
[...] • In low-end, there is no expectation on the part of consumers, so there is a big niche to remodel. Terms associated with the Ka are "playful and dynamic" this refers to personality traits, they are difficult to analyze if one speaks of a car. What exactly do they refer to is what size can they be connected? All this seems to blur. Today, many communications (advertising in particular, but also promotions or packaging) associate a character to personify the brand or product that bears the brand, probably in order to transfer traits to brands (the dynamism, sympathy, seriousness, fantasy, etc.). [...]
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