Comunication plan peugeot rcz

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Comunication plan peugeot rcz

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Comunication plan peugeot rcz

  1. 1. COMMUNICATION PLAN 1
  2. 2. BACKGROUND AND KEY FIGURES HISTORY  1810: Jean-Frédéric and Jean-Pierre Peugeot started the family business  1847: Jules and Emile Peugeot created Peugeot’s logo (the Lion which embodies resistance and rapidity)  1896: The official foundation of PEUGEOT (previously called “La Société des automobiles Peugeot”) by Armand Peugeot 2
  3. 3. CAR MODELS From familiar cars up to sports cars 3
  4. 4. DIRECT COMPETITORS • • • • • • • • • • • • Alpha Romeo Audi BMW Chevrolet Fiat Ford Honda Hyunday Jaguar Land rover Mazda Mercedes • • • • • • • • • • • Mitsubishi Nissan Opel Porsche Renault Séat Skoda Subaru Toyota Volkswagen Volvo. 4
  5. 5. FACTSHEET In 2012, the brand sold 1.7 million vehicles, of which 39% correspond to international sales. Market share: 12.7% 32 manufacturing facilities in 6 countries and 211 100 employees 2.9 million vehicles produced and sold worldwide (62% in Europe) The group is operating in more than 160 countries, with 18 000 sales outlets. It enabled to generate 55.4 million euros in revenue in 2012. 5
  6. 6. MISSION • Major player of the automotive industry with international reach • Strengthen its position as a top-end manufacturer VISION • • • • Stay a step ahead and move our model ranges upmarket Become a global group Set the industry benchmark in operating efficiency Ensure responsible development OBJECTIVES • Be one of the World´s leading volume carmaker by 2020 • Continue to increase the proportion of sales made outside Europe (particularly in China, a high growth potential market -> +24%) • Designing automobiles and mobility solutions of tomorrow by increasing the number of research centres 6
  7. 7. GENERAL STRATEGY Continue to move to upmarket and Expand internationally with 5 major product launches • Technological leadership • Consumer’s mobility needs • Ambitious CSP project 7
  8. 8. SITUATIONAL ANALYSIS STRENGTHS WEAKNESSES • Long lasting experience in the car industry • Extensive know how from the drawing board to the showroom • Constant innovation and commitment to excellence • A “Made in France” guarantee for 7 of its vehicles • Not at the top in term of market share (few visibility outside of Europe) • Facing high financial difficulties • Product mix very focused on entry-level vehicles OPPORTUNITIES THREATS • Emerging markets • Ride the wave of new media channels • Focus on superior environmental performance through new technologies and eco-friendly actions • Backdrop of contrasting automotive markets • Downtrend in Europe • Political pressure in terms of ecological footprint 8
  9. 9. THE COMMUNICATION PLAN COMMUNICATION AND SALES OBJECTIVES 1st priority Maintain sales and if possible, increase them by 20% in France by the end of the year 2014 2nd priority Improve brand loyalty by creating a French community homepage in the three-four next months 3rd priority Affirm the strong brand identity by reminding Peugeot’s experience on car industry & project the image of uniqueness through the association to a special French event covered by the media each year (like Cannes festival) 4th priority Think about the RCZ product placement in an action film 9
  10. 10. THE COMMUNICATION PLAN THE MESSAGE “RCZ makes your driving experience unique” “It chooses you, it owns you” Meaning that the RCZ is specially made for our target market Message based on Peugeot’s sustainable competitive advantage = Innovation THE STRATEGY Pull strategy -> the customer to the product From a professional and public exhibition to exclusive limited car series 10
  11. 11. THE COMMUNICATION PLAN TARGET AUDIENCE Upper middle class, from 30 to 45 years old • Have neither family status Career oriented • Young successful professionals, corporate managers, and business owners living in urban areas • Most are college graduates, community, and social activities • Have a keen interest in obtaining “the better things in life” • Their homes serve as symbols of their achievements • Consumption is often conspicuous (outstanding) 11
  12. 12. 12
  13. 13. THE COMMUNICATION PLAN 13
  14. 14. THE COMMUNICATION PLAN RESULTS – Measurements • Internet: the number of ‘Like’ on Facebook page, the time spent on a website, the comments on blogs => both quantitative and qualitative • Written press: the number of sold magazines • Public relations: coverage in the newspaper • Sales figures from a defined period of time • Number of visits to our car dealers • Number of views of our RCZ R Video on our website 14
  15. 15. THANK YOU FOR YOUR ATTENTION 15

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