1. Re-packaging and re-branding the Smart Fortwo vehicle for Hong Kong buyers Class:6B Cheuk Kai Ho Cheung Hoi Ching Lui Ka Ying Yu Man Yin

2. This? Choose a car?

3. What is Smart Fortwo? Two-seater capacity Overall length: 2.69m Long wheelbase Wide track width

4. What is Smart Fortwo? Six types of Smart Fortwo Different combinations of colors

5. Why do we need a Smart Fortwo in Hong Kong? Constraints of Hong Kong clients: 1.lack of parking space 2.hot climate 3.crowded environment Wants and needs of Hong Kong clients: 4.environmentally-friendly vehicles 5.private space

6. Attractiveness to Hong Kong clients

7. 1.Crowded environment Small in size Direct-Steer system Higher agility during parking and on congested road

8. 2.Hot climate An infinitely adjustable fabric sunblind  provides shade when needed  keeps 60% of the heat out of the car  no UV radiation penetrates

9. 3.Environmentally-friendly vehicles Fuel consumption (combined) 4.1L/100 km CO2 emissions (combined) 94 g/km Use less diesel (some electric cars)  more environmentally-friendly  save cost

10. Marketing Plan

11. Marketing plan Target Customers (Market segmentation)  young adults Needs and wants:  identity  private space  eagerness in expressing ideas

12. Re-branding Theme: Oasis Positioning statement:  most comfortable space in the hectic environment  An unique symbol of you  Accompany you and your companion in different life stages

13. Slogan One Oasis Two Encounters

14. Re-packaging Individuality  spraying the motto on the car front cover  representing identity and expressing thoughts  a car exclusively special that represents you

15. Promotional activities 1.‘Thinking Out Loud’ campaign  online users  invite a local star as our spokesperson Content of the activity:  video sharing on the Facebook page of Mercedes Benz Hong Kong  design a motto and the meaning behind  choose a person to share the ‘oasis’ with you  why is that person special to you

16. Promotional activities Prize:  Champion: a Smart Fortwo with your motto sprayed on  Top 10: A Smart Fortwo model with your motto Selection of winner:  highest number of and on the Facebook page of Mercedes Benz Hong Kong

17. Promotional activities Grand ceremony:  present the prizes to winners  play the winning videos  invite the mass media Champion:  has a ride with his/her companion in the Smart Fortwo  record the whole process  later be used in the advertisement

18. Promotional activities 2.Advertisement:  on and Aim:  provide a private space for your intimate person to share the Smart Fortwo(oasis) with you  most reliable way to carry you and your intimate person to the destination in every life moment of yours

19. Friends Going on a adventure

20. Couple Sharing a romantic moment

21. Family The seat next to you is always reserved for…

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