FIAT

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

COMPANY
Founded in 1899, Fiat Group Automobiles (FGA) designs, produces and sells automobiles under the Fiat, Alfa Romeo, Lancia and Abarth brands, and light commercial vehicles under the Fiat Professional brand The brand has a tradition of producing models that offer practical and affordable technological solutions and an unmistakable Italian design FIAT MultiAir Technology was recognized as the "Single Most Innovative Engine Technology" 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

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

TARGET MARKET
Young, urban commuters, single or married with one child, who are secure enough in their appearance 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 and technological innovation Many customers choose a Fiat as their first car because they can purchase a model that is 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

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.

SWOT ANALYSIS

Strengths Exotic Fresh image

Weaknesses Brand Recognition

Opportunities Growing Market

Threats Established competitors

CURRENT CREATIVE APPROACH

Share of market is low and competitors share of voice is high, resulting in advertising focused on a defensible niche Simply More. Television commercials 2011 Life is Best when Driven 2012 Seduction First Time House Arrest Bad Boy Baby Let Your Italian Out

Print advertising
Simplicity

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

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 their partner, 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

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 idea It isnt just for the young

MEDIA PLAN #1
To obtain trial and purchase Enhance IMC efforts and build brand equity Target a specific segment

Objectives

Strategy

Market FIAT to a new segment while maintaining its current customers

MEDIA PLAN #1

Media Classes Media within Classes

Print Television Public Relations

AARP the Magazine Lifetime Community Involvement

MEDIA #1 PROMOTIONAL MIX

Traditional Advertising Public Relations/Publicity Digital
Sales Promotion Support/Alternative Personal Selling

Advertisements on television and in magazines

Interview current owners of the car

Social Media
Sweepstakes to win a FIAT 500 Product Placement Improve buying process for these women

MEDIA SCHEDULE #1
High Motivation Product New Segment Normal levels throughout year Pulsing Increase for end of year sales Increase Awareness Goals Persuasion

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

CAR OWNERSHIP

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 end of the rainbow or -an Italian beauty for an American family, Ride with pride.

MEDIA PLAN

Objectives

To obtain trial and purchase Enhance IMC efforts and build brand equity Target GLTB group

Strategy

Introduce the European car Increase awareness New campaign theme

MEDIA PLAN #2

Media Classes

TV Print publication

Media within Classes

Gay cable network LOGO, shows hosted by members of the community Magazines: paid and free

MEDIA PROMOTIONAL MIX

Traditional Advertising Public Relations/Publicity Digital Sales Promotion Broadcast, Print publication Workplace Equality Index Ads on websites such as Gaywheels Incentives to build brand equity

Support/Alternative
Personal Selling

Direct Marketing, Sponsoring Gay events: Gay prides

Brand ambassadors within the community

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: Increase frequency when Competitors SOV is high. Mix of Continuous & Pulse. Increase frequency before and during travel seasons

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