1. Shelby Fitzgerald Lachelle Marshall

2. Contents Situation Analysis
Marketing Mix- Product, Price, Place, Promotion
Segmentation, Target, Positioning
Competition
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing in the Media

3. Product
500 C
500 e
500
500 L
500 Abarth

4. Price Fiat 500 MSRP: $16,195 500 c MSRP: $19,695
Fiat Abarth MSRP: $22,095
500 e MSRP: $ 31,800
500 l MSRP: $19,195

5. Place Fiat is a world wide brand. Based out of Italy
Also big in America, Brazil, Poland, and Argentina
Rated 4th in Europe for production and 11th worldwide

6. Promotion
Eco-Friendly with a Sexy Edge- each of these models come with the advantage of good fuel economy and low CO2 emissions
Minimum of 28 MPG in the turbo and a whopping 122 MPG in the 500e. Other models fall in between these numbers.

7. Segmentation
Behavioristic- Fuel Efficient, compact, good for commuting
Geographic- Great for urban consumers because it is great on fuel. Also, it is the ideal size to maneuver through that tough noon traffic of the city. You can make parallel parking look easy! Puts off low emissions.

8. Segmentation Can't
Demographic- Consumers between the ages of It is affordable for most incomes, especially those just out of college who are looking for a nice vehicle to start your life in with entry level pay. Would also be a fun new toy for retirees. Not great for families much larger than three.
Psychographic- Low CO2 emissions( 97g/km- lower than most competitors), Fun to drive, Great for commuters.

9. Segmentation can't
User Rate: Heavy User- product will be used everyday
User Status: First-Time Users and Potential Users- allows us to expand our brand to users looking to buy first brand-new vehicle, or it would be a good trade for those wanting to get rid of SUVs and trucks.

10. Target Market
Younger generation drivers around the ages of These vehicles are ideal for consumers looking to buy a brand new vehicle that want stylish yet affordable. Consumers will love this eco-friendly vehicles because they comparatively have some of the lowest emissions and highest MPG. Wonderful for heavy commuters.

11. Product Positioning
Eco-Friendly with an Edge
Green to be Envied

12. Marketing Competitors
Mini Cooper
Volkswagen Golf
Chevy Spark
Lead on Competition- Lower Emissions, Higher MPG, Lower MSRP
All are compact, hatchback, and fuel efficient

13. Swot Analysis Strengths Blue&Me- hands free calling Fuel Economy
Fun to Drive
Easy handling and shifting
Stylish
Safe
Weaknesses
Interior plastics are “cheap”
Small Cabin Space
Slow acceleration
Opportunities
Focus on college students and consumers without families
Focus on the “FUN” factor
Threats
Not a good family vehicle
Although it has good handling the acceleration is slow and power is a little low. This may diverge male drivers

14. Marketing objectives
Increase sales by 4% per quarter putting an increase of 16% annually
Raise the average amount of units sold per dealership by 8-10 units per month

15. Marketing Strategy
INCREASE SALES- Increase the amount of sales to college graduates.
How? Offer incentives for grads such as $0 with your college diploma or $ “Grad Cash”

16. Marketing Strategy Improve Product Awareness
Target our audience by marketing campaigns on college campuses across the country.
Offer opportunities for test drives- Maybe even a test track
Provide a fun atmosphere to catch attention: Music, Prizes, Games, act…

17. Marketing Channels
Print Media- Magazines for younger generations: Seventeen, Cosmopolitan, Sports Illustrated, Rolling Stone. Magazines for eco-loving consumers: Eco-Generation, Community Seeds
Billboards: Fun and attractive posters in urban areas and college towns
Television: Commercials on stations like MTV, VH1, Comedy Central, E!, Act….

18. Marketing In The media
Contract with celebrities or public relation agencies to bring attention to Fiat.
Corporations and small companies could use our vehicles as company cars but also use it to advertise their company or product.
Start a Facebook page and have people follow Fiat on twitter.

19. The End