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Bbb Unit2 Marketing Plan Exemplar


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Bbb Unit2 Marketing Plan Exemplar

  1. 1. The Best Things In Life Come In Small Packages The Fun is Just Getting Started...
  2. 2. Presented To You By: Kristen Sperduti Stephanie Pellegrini Shane Schofield Polina Makk Kibum Bang Russell Kovshoff
  3. 3. Agenda: Marketing Plan PEST- outside factors / marketing environment SWOT- competition & pricing SWOT- product positioning Consumer Profile Promotional / Advertising strategy
  4. 4. THE MARKETING PLAN By: Polina Makk
  5. 5. THE MARKETING PLAN Problem Statement: <ul><li>American economy is in a recession </li></ul><ul><li>Population is focused on basic survival needs </li></ul><ul><li>Our demographic want money to spend on other luxuries </li></ul><ul><li>There are many hybrids and fuel efficient cars that compete with the Smart car </li></ul><ul><li>The car will need to differentiate itself </li></ul><ul><li>No direct competition </li></ul>
  6. 6. THE MARKETING PLAN Problem Statement Cont’d <ul><li>Doesn’t work well in extreme weather </li></ul><ul><li>the USA lifestyle doesn’t accept it since large pick up trucks and SUV’s are popular </li></ul><ul><li>Warm, southern states </li></ul><ul><li>All the features and the prestige that come along with the low price tag </li></ul>
  7. 7. THE MARKETING PLAN Goals: <ul><li>The specific goal we want to achieve is to: </li></ul><ul><li>Sell 20,000 Smart cars </li></ul><ul><li>If the goal is met by the end of the year = successful marketing strategy </li></ul><ul><li>If the goal is not met = strategy needs re-evaluation. </li></ul><ul><li>Over 10,000 cars sold in Canada since 2004 </li></ul><ul><li>Over 30,000 orders have been made to date </li></ul><ul><li>Cars will find popularity in USA, environment and economic issues solved </li></ul>
  8. 8. THE MARKETING PLAN Marketing and Advertising Roll-out Timeline: YEAR 2010 January- March 2010: Events and car shows, along with test drives and raffles April-May: Celebrity endorsements (paparazzi) Oprah, Ellen and Wheel of Fortune Sports games June- July: Forbes and Time Celebrities The news will feature Smart car commercials August: Product is released!!
  9. 9. Measures of Success: <ul><li>Bring awareness to product before it’s sold </li></ul><ul><li>All Americans can recognize the Smart car </li></ul><ul><li>Mercedes-Benz is behind Smart </li></ul><ul><li>Cars are very easily identified </li></ul><ul><li>Consumers need to be informed and educated </li></ul><ul><li>By August, goal is 4,500 pre-orders </li></ul>THE MARKETING PLAN
  11. 11. MARKETING ENVIRONMENT USA vs. Europe <ul><li>The USA and Europe are different creating two separate markets </li></ul><ul><li>In America – importance on material wealth, and status symbols </li></ul><ul><ul><li>Increasing sales of SUVs and light trucks </li></ul></ul><ul><li>Role of American media – more you consume, the happier you will be </li></ul>
  12. 12. USA vs. Europe Cont’d <ul><li>Europeans focus more on food, clothing, enjoying life; NOT buying big vehicles </li></ul><ul><li>European culture more accepting of micro-compact cars </li></ul><ul><li>Smart USA will evolve the American car market </li></ul>MARKETING ENVIRONMENT
  13. 13. Social Considerations <ul><li>Why would families purchase such a small car? </li></ul><ul><li>Attitudes towards micro-compact cars </li></ul><ul><li>Can the Smart manage everyday activities? </li></ul><ul><li>Is the population willing to change their consumer attitude and behaviors? </li></ul><ul><li>If Smart does not incorporate the latest technology why would I invest in one? </li></ul>MARKETING ENVIRONMENT
  14. 14. Cultural Differences <ul><li>Smart’s marketing will get around any cultural differences </li></ul><ul><li>Can’t change the culture, and product already manufactured = change the features advertised </li></ul><ul><li>Different markets CAN find the Smart appealing </li></ul><ul><ul><li>In USA – explain benefits of a micro-compact, give Smart celebrity status </li></ul></ul><ul><li>Cultural differences may not let Smart speak for itself, therefore marketing will associate familiar images </li></ul>MARKETING ENVIRONMENT
  15. 15. Opportunities & Trends <ul><li>US economy – all effects of a recession are present </li></ul><ul><ul><li>Unemployment, losing homes, stock market crashed, savings lost, interest rates low </li></ul></ul><ul><li>Smart will sell cars where other manufacturers cannot </li></ul><ul><li>No better time for Smart to capitalize </li></ul><ul><ul><li>Offers an economically sound choice that maintains style </li></ul></ul><ul><li>Trends - SUVs and light trucks are top sellers but times are changing </li></ul><ul><ul><ul><li>- Foreign car manufacturers outsell those made domestically; Smart fits – backed by German company, and produced in France </li></ul></ul></ul>MARKETING ENVIRONMENT
  16. 16. Product Lifecycle <ul><li>Introduced in USA in early 2008 – Introduction phase </li></ul><ul><li>Smart is being promoted to create awareness </li></ul><ul><li>Few competitors </li></ul><ul><li>Emphasize the great features that are selling points </li></ul><ul><li>Inform the public, but keep the target market in mind </li></ul>MARKETING ENVIRONMENT
  17. 17. SWOT - COMPETITION & PRICING By: Kibum Bang
  18. 18. COMPETITION & PRICING Vehicle Positioning <ul><li>“ All New Micro-car Segment” </li></ul><ul><ul><li>Never existed in North America until Smart </li></ul></ul><ul><ul><ul><li>No direct competition </li></ul></ul></ul><ul><ul><ul><ul><li>Chance of Price Skimming </li></ul></ul></ul></ul>
  19. 19. COMPETITION & PRICING Pricing Smart <ul><li>Approx. Selling Price : </li></ul><ul><li>Around $12,000 </li></ul><ul><ul><li>Small Car </li></ul></ul><ul><ul><ul><li>No need for a BIG ENGINE </li></ul></ul></ul><ul><ul><ul><li>Less materials used </li></ul></ul></ul><ul><ul><li>Expensive? </li></ul></ul><ul><ul><ul><li>Unique Styling </li></ul></ul></ul><ul><ul><ul><li>Less Fuel Consumption </li></ul></ul></ul><ul><ul><ul><li>Safety </li></ul></ul></ul><ul><ul><ul><li>Still from Mercedes-Benz! </li></ul></ul></ul>
  20. 20. COMPETITION & PRICING Alternative Vehicles <ul><li>Dodge Caliber ($15,862) </li></ul><ul><li>Ford Fiesta (avail. in 2010, around $12,000 est.) </li></ul><ul><li>Ford Focus ($14,995) </li></ul><ul><li>Volvo C30 ($23,800) </li></ul><ul><li>Chevrolet Aveo (same as Pontiac G3 Wave, $12,625) </li></ul><ul><li>Saturn Astra ($16,495) </li></ul><ul><li>Audi A3 ($26,920) </li></ul><ul><li>Honda Fit ($14,750) </li></ul><ul><li>Hyundai Accent ($9,970) </li></ul>All prices are MSRP in USD
  21. 21. COMPETITION & PRICING Alternative Vehicles Cont’d All prices are MSRP in USD <ul><li>Kia Rio ($12, 145) </li></ul><ul><li>Mazda Mazda3 ($15,360) </li></ul><ul><li>Nissan Versa ($9,990) </li></ul><ul><li>Scion xD ($15,320) </li></ul><ul><li>Subaru Impreza ($17,495) </li></ul><ul><li>Suzuki SX4 ($13,299) </li></ul><ul><li>Toyota Yaris ($12,205) </li></ul><ul><li>Volkswagen Rabbit ($16,300) </li></ul><ul><li>VW New Beetle ($18,290) </li></ul>
  22. 22. SWOT - PRODUCT POSITIONING By: Kristen Sperduti & Stephanie Pellegrini
  23. 23. PRODUCT POSITIONING Features <ul><li>Performance: </li></ul><ul><li>Engine </li></ul><ul><ul><li>3-cylinder </li></ul></ul><ul><ul><li>All aluminum design </li></ul></ul><ul><ul><li>Impressive technical data </li></ul></ul><ul><ul><li>12-valve engine </li></ul></ul><ul><ul><li>999 cc </li></ul></ul><ul><ul><li>70 hp, at 5,800 rpm </li></ul></ul>
  24. 24. PRODUCT POSITIONING Features Cont’d <ul><li>Transmission </li></ul><ul><li>5-speed automatic </li></ul><ul><li>Manual shift mode </li></ul><ul><li>Steering wheel gearshift (shift paddles) </li></ul><ul><li>Gearshift lever </li></ul><ul><li>Technical Data </li></ul><ul><li>Max speed: 145 km/h </li></ul><ul><li>Acceleration 0-100km/h: 13.3sec </li></ul><ul><li>Fuel economy: </li></ul><ul><ul><ul><li>City estimate: 5.9l/100km </li></ul></ul></ul><ul><ul><ul><li>Highway estimate: 4.8l/100km </li></ul></ul></ul><ul><ul><ul><li>Combined estimate: 5.4l/100km </li></ul></ul></ul>
  25. 25. PRODUCT POSITIONING Features Cont’d <ul><li>Length: 2.695m </li></ul><ul><li>Width: 1.559m </li></ul><ul><li>Height: 1.542m </li></ul><ul><li>Turning Circle: 8.75m </li></ul><ul><li>Permissible total weight: 1,050 kg </li></ul><ul><li>Fuel tank capacity: 33 litres (5-litre reserve) </li></ul><ul><li>Safety </li></ul><ul><li>Active Safety: electronic stability program </li></ul><ul><li>esp® , anti-lock breaking system </li></ul>
  26. 26. PRODUCT POSITIONING Features Cont’d <ul><li>Passive Safety: Tridion safety cell, crash </li></ul><ul><li>boxes, sandwich-type construction, airbags </li></ul><ul><li>Convenience: </li></ul><ul><li>Drive-lock function </li></ul><ul><li>Automatic hill start assist </li></ul><ul><li>Adjustable fold-down passenger seat backrest </li></ul>
  27. 27. PRODUCT POSITIONING Innovations and Differences <ul><li>Unique new car design </li></ul><ul><ul><li>Smart Product Concept </li></ul></ul><ul><li>New distribution concept </li></ul><ul><ul><li>Smart Distribution Concept </li></ul></ul><ul><li>Inexpensive to run/maintain </li></ul><ul><li>City Driving: 46.3 mpg </li></ul><ul><li>Highway Driving: 69.8 mpg </li></ul><ul><li>Compact size </li></ul>
  28. 28. PRODUCT POSITIONING Branding the Smart <ul><li>This is what we want Smart to mean to our consumers: </li></ul><ul><li>Reliable </li></ul><ul><li>Trustworthy </li></ul><ul><li>A quality car </li></ul><ul><li>Unlike any other car in the market </li></ul><ul><li>Ideal car for couples </li></ul><ul><ul><ul><li>Whose children have moved out </li></ul></ul></ul><ul><ul><ul><li>Are looking to save money for after retirement </li></ul></ul></ul><ul><ul><ul><li>Want to travel the world </li></ul></ul></ul><ul><ul><ul><li>Want to spend money on their own personal enjoyment </li></ul></ul></ul><ul><li>Smart gets the benefit of being backed by the prestige of </li></ul><ul><li>Mercedes, but still has its own identity and image </li></ul>
  29. 29. PRODUCT POSITIONING The Smart Image <ul><li>Why Smart is Better Than The Rest: </li></ul><ul><li>A car that is more than rational </li></ul><ul><li>Head-turning </li></ul><ul><li>Unique </li></ul><ul><li>Stylish, cool, enticing </li></ul><ul><li>Economical, loaded with safety features, environmentally friendly </li></ul><ul><li>A lifestyle car </li></ul><ul><li>Shows individuality </li></ul>
  30. 30. PRODUCT POSITIONING The Smart Image Cont’d <ul><li>How we will communicate the image: </li></ul><ul><li>What we advertise in, represents the image of the smart car </li></ul><ul><li>Advertisements appeal to the target market </li></ul><ul><li>Using an offensive method to differentiate the smart car from its competition </li></ul><ul><li>By focusing on the car’s strengths </li></ul><ul><ul><li>Gas mileage </li></ul></ul><ul><ul><li>Unique design </li></ul></ul><ul><ul><li>Compact size </li></ul></ul>
  31. 31. PRODUCT POSITIONING Smart Car Critics <ul><li>Safety </li></ul><ul><li>Is the Smart Car really safe on roads in the US? </li></ul><ul><li>Compared to other compact vehicles on the road, the Smart Car has extremely high safety rating </li></ul><ul><ul><li>Tridion safety cell </li></ul></ul><ul><li>Price </li></ul><ul><li>The Smart Car is relatively expensive compared to other compact vehicles, why would I choose it over the competition? </li></ul><ul><li>The Smart Car not only offers exceptional gas mileage, its unique design differentiates it from all other competition. </li></ul><ul><ul><li>Head-turning </li></ul></ul><ul><ul><li>Backed by Mercedes </li></ul></ul>
  32. 32. PRODUCT POSITIONING Positioning Graph Uniqueness Fuel Economy Legend 1.Smart Car 2.Toyota Yaris 3.Honda Fit 4.Volvo c30 5.Subaru Impreza 6.Ford Focus 7.Kia Rio 1. 2. 3. 4. 5. 6. 7.
  33. 33. CONSUMER PROFILE By: Russell Kovshoff
  34. 34. CONSUMER PROFILE <ul><li>Quantcast poll of smart car demographics show: </li></ul><ul><li>Married couples mid 50’s </li></ul><ul><li>No Kids At Home </li></ul>Smart Car Demographics
  35. 35. CONSUMER PROFILE Demographics Cont’d <ul><li>$60,000- $100,000 salary </li></ul><ul><li>No post secondary education </li></ul>
  36. 36. CONSUMER PROFILE <ul><li>The baby boomers and older generations </li></ul><ul><li>Characteristic of Our Target Market would be: </li></ul><ul><li>50 years old or older </li></ul><ul><li>Retired or Retiring </li></ul>Who is are target?
  37. 37. CONSUMER PROFILE <ul><li>Older aged people seeking more financial freedom </li></ul><ul><li>Extra cash for seeing the world (vacations) </li></ul><ul><li>Stress-free and relaxing setting </li></ul><ul><li>Reliability </li></ul><ul><li>Saving money at the pumps </li></ul><ul><li>A low priced luxury vehicle </li></ul>Needs and Wants
  38. 38. <ul><li>Extremely essential to brand and sell in Urban Centres </li></ul><ul><li>High Populated regions and locations will be essential to bringing Smart sales </li></ul><ul><li>Research has been done and proves that Smart Cars would be successful In Urban regions that contains a high population </li></ul><ul><li>These regions need to be highly populated because then there is an expandable market for us at Smart to play with </li></ul><ul><li>Eastern Atlantic seaboard, the southern states and warm climate areas </li></ul><ul><li>All regions with an older demographic- retirees or people getting ready for retirement </li></ul>CONSUMER PROFILE Region and Location
  39. 39. Locations:
  40. 40. Who is Buying Smart Cars? Why Are They Buying Smart? <ul><li>Roughly we see that the people buying Smart Car’s live in areas that have a high population and Urban centres </li></ul><ul><li>The major characteristics of buyer of smart cars consists of: </li></ul><ul><li>Older married couples </li></ul><ul><li>50 years old or older </li></ul><ul><li>No Kids at home / No kids </li></ul><ul><li>Retirees or people getting ready for retirement </li></ul><ul><li>Salary ranging from $60,000 to $100,000 </li></ul><ul><li>Multicultural customer base </li></ul><ul><li>No post secondary education </li></ul>CONSUMER PROFILE
  41. 41. Who and Why Cont’d <ul><li>These kinds of people are buying this car because: </li></ul><ul><li>It is small, eco-friendly </li></ul><ul><li>Improved tremendously with cutting c02 emissions by 9% and the fuel economy 29% better. </li></ul><ul><li>Extra money in there pocket for the future travel and activities to see the world </li></ul><ul><li>Reliable, safe way to get around hassle free </li></ul><ul><li>Mercedes Benz service. </li></ul><ul><li>Made with high quality </li></ul>CONSUMER PROFILE
  42. 42. Customer Needs CONSUMER PROFILE <ul><li>Reliable investment </li></ul><ul><li>Less stress </li></ul><ul><li>More enjoyment of life </li></ul><ul><li>More time for personal enjoyment </li></ul><ul><li>Save money for extra cash in pocket </li></ul><ul><li>High mileage with less visits to pumps </li></ul><ul><li>Low cost fill ups (Smart Cars $30.00 that’s it!) </li></ul><ul><li>More cash= more time for leisure = in less stress and personal enjoyment </li></ul><ul><li>Handling – Power steering </li></ul><ul><li>Transmission - Manual/Automatic </li></ul><ul><li>Tektronix shifting/ paddle shifting </li></ul><ul><li>AC/Heater- Climate control </li></ul><ul><li>Great fuel economy </li></ul><ul><li>Bike Racks </li></ul><ul><li>Convertible </li></ul><ul><li>Radio AM/FM CD/Mp3 Aux Jack </li></ul><ul><li>Leather Seats/ Cloth Seats </li></ul><ul><li>Power Windows and Locks </li></ul><ul><li>Heated Seats </li></ul>
  43. 43. The Buying Process CONSUMER PROFILE <ul><li>Need Recognition and Problem Awareness: </li></ul><ul><li>They need a car that is inexpensive to manage and will fit their lifestyle, but will keep a stylish image </li></ul><ul><li>There is no car on the market that fully achieves this need, so it’s Smart’s opportunity to move in </li></ul><ul><li>Information Search: </li></ul><ul><li>The consumers will be able to visit dealerships and websites to find out more about the car that they desire </li></ul>
  44. 44. The Buying Process Cont’d CONSUMER PROFILE <ul><li>Evaluation of Alternatives: </li></ul><ul><li>Consumers will now be able weigh the pros and cons of each alternative </li></ul><ul><li>The features and gas efficiency will be considered when choosing the specific model </li></ul><ul><li>Purchase: </li></ul><ul><li>The actual decision is made and the consumers buy the Smart car! </li></ul><ul><li>Post- Purchase Evaluation: </li></ul><ul><li>The car is reviewed and the gas efficiency comes into play as people save money </li></ul><ul><li>The features are up to their expectations and they enjoy the car! </li></ul>
  45. 45. Promotional Stress Points CONSUMER PROFILE <ul><li>A Smart investment heading into retirement </li></ul><ul><li>Compact – Easy to handle and park </li></ul><ul><li>Reliable – A solid fuel economy that will leave heading to </li></ul><ul><li>the pumps much less for less </li></ul><ul><li>Quality- Made by Mercedes Benz small luxury at its finest </li></ul><ul><li>Stylish- The Smart Car is unique itself with high quality interior and exterior this car is an eye catcher! </li></ul><ul><li>Versatile- Smooth highway travel to cruising the city streets and getting an easy parking spot </li></ul><ul><li>Eco-movement- Eco-friendly technology to help reduce c02 emissions </li></ul>
  47. 47. How our plan will leave a lasting impression <ul><li>The car sells itself by its unique presence and different approach </li></ul><ul><li>Increase awareness by adhering to our marketing plan and using effective promotional techniques </li></ul><ul><li>Increase sales by convincing the target market that this car is crucial to their lifestyle </li></ul><ul><li>If they want these specific features, they must buy a smart car because it stands alone in the market </li></ul>
  48. 48. How our plan will embrace the opportunities of the marketplace <ul><li>SITUATION: </li></ul><ul><li>The American economy is in a recession, meaning that people are not willing to spend large amounts of money on over-priced large vehicles </li></ul><ul><li>SOLUTION: </li></ul><ul><li>The Smart car is inexpensive to run because of its fuel efficiency and low maintenance costs </li></ul>
  49. 49. How our plan addresses the problems and focus on the strengths of the vehicle <ul><li>Problems: </li></ul><ul><li>consumers may say that the price of the car is too high for the size </li></ul><ul><li>the smart car is not as safe in comparison to other vehicles on the road </li></ul>
  50. 50. Addressing Problems and Focusing on Strengths Cont’d <ul><li>Addressing Problems: </li></ul><ul><li>although the price is higher </li></ul><ul><ul><li>it has the prestige of being backed by Mercedes </li></ul></ul><ul><ul><li>it is uniquely designed and of the utmost quality </li></ul></ul><ul><ul><li>quality not quantity </li></ul></ul><ul><li>reassuring the consumers that in comparison to other small vehicles, the smart car is very safe </li></ul><ul><ul><li>front impact crash rating is 4 stars </li></ul></ul><ul><ul><li>drivers side impact crash rating is 5 stars </li></ul></ul><ul><ul><li>(rated by Insurance Institute for Highway Safety) </li></ul></ul><ul><li>strengths of the vehicle are its compact size, the gas efficiency, its unique style </li></ul><ul><li>advertising focuses on those main points, as they will appeal to our key demographic market </li></ul>
  51. 51. Decentralized Strategy <ul><li>Decentralized Strategy  we have a specific demographic target market </li></ul><ul><li>People age 50+ </li></ul><ul><ul><li>Who are approaching retirement and want to cut their costs and save money for personal enjoyment and leisure activities </li></ul></ul><ul><ul><li>Whose children have moved out of their household </li></ul></ul><ul><ul><li>Who are interested in traveling and adventuring </li></ul></ul><ul><ul><li>Who have worked their whole life and want time to spend on the road for their personal enjoyment </li></ul></ul><ul><ul><li>They want something unique and stylish that will fit their lifestyle </li></ul></ul>
  52. 52. Pull Strategy <ul><li>Targets the consumer directly </li></ul><ul><li>Advertising and promotional efforts try to convince consumers that they need a product </li></ul><ul><li>Trying to build a demand for the product </li></ul><ul><li>Want to “pull” consumers into stores to look for the brand </li></ul>
  53. 53. Where and How Will Smarts Be Sold? <ul><li>Penske Automotive Group, Inc. is the sole distributor </li></ul><ul><li>74 smart dealerships across the US </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Smart Centre, Beverly Hills </li></ul></ul><ul><ul><li>Smart Centre, Jacksonville </li></ul></ul><ul><ul><li>Smart Centre, Palm Beach </li></ul></ul><ul><li>Financing or leasing </li></ul>
  54. 54. Product Lifecycle <ul><li>the product is promoted to create awareness </li></ul><ul><li>product has few competitors </li></ul><ul><li>skimming price strategy </li></ul>
  55. 55. Web Presence <ul><li> </li></ul><ul><li>Link from this website titled ‘Year of Living Smart’ </li></ul><ul><ul><li> </li></ul></ul><ul><li>Website appealing to target market </li></ul><ul><li>Website tagline: With age comes wisdom, BUY SMART </li></ul><ul><li>If you order your smart online, you have the chance to win a free time share in Florida </li></ul>
  56. 56. Newspaper Print smart fortwo coupe Starting at $14,990 smart fortwo cabriolet Starting at $21,250 BRABUS coupe Starting at $21,900 BRABUS cabriolet Starting at $24,900 The best things in life come in small packages
  57. 57. Magazine Print The Fun is Just Getting Started...
  58. 58. Guerilla Tactics <ul><li>Race across the US to Florida </li></ul><ul><li>Smart stacks </li></ul><ul><li>Smarts at golf courses </li></ul><ul><li>Smarts landing in a town near you (parachutes) </li></ul>
  59. 59. Story Board
  60. 65. The best things in life come in small packages...
  61. 69. The fun is just getting started
  62. 70. Leaving a Lasting Impression <ul><li>Problem: </li></ul><ul><li>US economy is in a recession </li></ul><ul><li>People in our demographic want more money to spend on other luxuries instead of buying new and expensive cars </li></ul><ul><li>Solution: </li></ul><ul><li>The Smart car is inexpensive to run because of its fuel efficiency and low maintenance costs thus allowing people to save money for personal enjoyment </li></ul><ul><li>Goal: </li></ul><ul><li>Sell 20,000 smart cars in the US in the year 2010 </li></ul><ul><li>Opportunities: </li></ul><ul><li>During the recession, Smart Car offers an economically sound choice that maintains style </li></ul>
  63. 71. Lasting Impression Cont’d <ul><li>What makes it better than the competition: </li></ul><ul><li>Unique car design </li></ul><ul><li>Compact size </li></ul><ul><li>Inexpensive to run and maintain </li></ul><ul><li>Prestige of being backed by Mercedes </li></ul><ul><li>Branding: </li></ul><ul><li>Quality car, unlike any other in the market </li></ul><ul><li>A lifestyle car, shows individuality </li></ul><ul><li>Target Market: </li></ul><ul><li>Older married couples 50+ years old </li></ul><ul><li>No kids at home </li></ul><ul><li>Retirees / people close to retirement </li></ul><ul><li>Looking to save money on gas </li></ul>
  64. 72. Lasting Impression Cont’d <ul><li>Promotions / Marketing: </li></ul><ul><li>Car shows </li></ul><ul><li>Test drives </li></ul><ul><li>Raffles </li></ul><ul><li>Giveaways </li></ul><ul><li>Time share contests </li></ul><ul><li>Ads in newspapers, magazines, television </li></ul>
  65. 73. The Best Things In Life Come In Small Packages The Fun is Just Getting Started... THANK YOU