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Ro d a
  a mp
   Ve p fo Me Only?
      sa r n

   W m n’ Ne Ac e s ry
     o e s w c so

   W a Tho eStile sa Ge Aro !...
P fita ility & Ec no icP s e ts
 ro b            o m ro p c
•Europe: Market leader for scooters
•USA
   •Growing presence ...
P fita ility & P s C m a ns
 ro b           a t a p ig
European Ads




                   Switzerland, 1946.
United Kingdom, 1961.
Independence Campaign.
                          Italy, 2005.
P fita ility & P s C m a ns
 ro b           a t a p ig
U.S.A. Ads
Unchartered Territory: Gender
Market Share
          60%

                                40%




                    •Wom...
Unchartered Territory: Age Distribution




                  •13% of women are in the “active
                  populatio...
Unchartered Territory: Geographic
Market Share

              43%



                           19%




                  ...
Unchartered Territory: VALS




                         •48% of women fit the psychographic
                         prof...
Who’s That Girl?
SHE IS
  •25 to 34 years old
  •Metropolitan
  •Active, smart, professional
SHE NEEDS
  •To commute effic...
She’s Got It!
 4 Million Target Women =
 $12.7 Billion Market Value
Who’s Not Reaching Her?
Yamaha – With all their horsepower and
“seriously sporty image”

Honda – Bike-focused for the male...
Vespa’s Competitive Advantage
 •Lightweight

 •Good-looking

 •Female-friendly

 •Eco-friendly

 •Accessible

 •Focused   ...
Putting Vespa In Her Sight
  •   Product
        • Classic, established brand
  •   Price
        • Set price, appropriate...
How To Reach Her
The Best Way to Get
   Around in Your
   Stilettos

Drives Like a Car,
    Parks Like a Bike

Helps You S...
The Best Way to Get Around in
Your Stilettos
•Women’s New Accessory
•Style Icon
•Gear Shift on Handles
•Flat Floorboard
•P...
Drives Like a Car, Parks Like a Bike
 •Ideal for Tight-Spot Parking
 •Designed with Ample Storage Space
 •Agile
 •Stable
 ...
Helps You Save the Planet on a
Budget
                                   •Vespanomics for Women
                          ...
Putting Vespa Out There For Her
To See
 •Commuter Trails and High-Traffic Areas

 •Style Magazines

 •Designer-Sponsored T...
In Vespa,
 men already found freedom and fun…
                  Now,
women will find independence and style
Q&A
Sa ty
  fe
   Exte ives fe a c s o s
        ns   a ty c e s rie

   Trainingthro h yo d a rs
                ug   ur e ...
Group8 Vespa Marketing Presentation
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Group8 Vespa Marketing Presentation

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NYU, Stern Advantage, Marketing project: Repositioning Vespa Piaggio in the US market as Women's new accessory with speciffic targeting at young women in the metropolitan area.

Published in: Business, Automotive
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Group8 Vespa Marketing Presentation

  1. 1. Ro d a a mp  Ve p fo Me Only? sa r n  W m n’ Ne Ac e s ry o e s w c so  W a Tho eStile sa Ge Aro ! er s tto nd t und
  2. 2. P fita ility & Ec no icP s e ts ro b o m ro p c •Europe: Market leader for scooters •USA •Growing presence in scooter market •28.7% increase in sales last year
  3. 3. P fita ility & P s C m a ns ro b a t a p ig European Ads Switzerland, 1946.
  4. 4. United Kingdom, 1961. Independence Campaign. Italy, 2005.
  5. 5. P fita ility & P s C m a ns ro b a t a p ig U.S.A. Ads
  6. 6. Unchartered Territory: Gender Market Share 60% 40% •Women make and influence buying decisions •Women’s earning potential is growing •Women are natural marketers New York Times, October 31, 2003.
  7. 7. Unchartered Territory: Age Distribution •13% of women are in the “active population” ages 25 to 34 years old U.S. Census Bureau, July 2008.
  8. 8. Unchartered Territory: Geographic Market Share 43% 19% •Almost half of the U.S population lives in condensed, urban areas. World Bank, Ranking America, March 2009.
  9. 9. Unchartered Territory: VALS •48% of women fit the psychographic profile of a potential Vespa buyer SRI Business Consulting Intelligence, VALS, 2004. U.S. Census Bureau, 2009.
  10. 10. Who’s That Girl? SHE IS •25 to 34 years old •Metropolitan •Active, smart, professional SHE NEEDS •To commute efficiently SHE WANTS •Independence •Success •Style SHE DEMANDS YOUR FULL ATTENTION! There are over 4 million of her with disposable income, representing a potential market value of $12.7 billion in sales.
  11. 11. She’s Got It! 4 Million Target Women = $12.7 Billion Market Value
  12. 12. Who’s Not Reaching Her? Yamaha – With all their horsepower and “seriously sporty image” Honda – Bike-focused for the male “idealized freedom seeker” Vespa Piaggio – Not yet...
  13. 13. Vespa’s Competitive Advantage •Lightweight •Good-looking •Female-friendly •Eco-friendly •Accessible •Focused on YOU, the owner
  14. 14. Putting Vespa In Her Sight • Product • Classic, established brand • Price • Set price, appropriate for the target • Place • Elaborate dealership network across USA • Suggestion: training dealers to work with her • Promotion • Suggestion: reach out to her in new ways
  15. 15. How To Reach Her The Best Way to Get Around in Your Stilettos Drives Like a Car, Parks Like a Bike Helps You Save the Planet on a Budget
  16. 16. The Best Way to Get Around in Your Stilettos •Women’s New Accessory •Style Icon •Gear Shift on Handles •Flat Floorboard •Pass-Through Leg Area Design
  17. 17. Drives Like a Car, Parks Like a Bike •Ideal for Tight-Spot Parking •Designed with Ample Storage Space •Agile •Stable •Compact •Mobile
  18. 18. Helps You Save the Planet on a Budget •Vespanomics for Women •$8 dollars per tank •70 miles per gallon •Unobtrusive footprint •Reduces traffic congestion •Doesn’t sacrifice speed •Benefit of a tax rebate “Vespanomics” Green Seal of Approval
  19. 19. Putting Vespa Out There For Her To See •Commuter Trails and High-Traffic Areas •Style Magazines •Designer-Sponsored Test Rides •Celebrity Endorsement (Michelle Obama!) •Steady Advertising Campaign
  20. 20. In Vespa, men already found freedom and fun… Now, women will find independence and style
  21. 21. Q&A
  22. 22. Sa ty fe  Exte ives fe a c s o s ns a ty c e s rie  Trainingthro h yo d a rs ug ur e le hip  Mo rc leSa ty Fo a n (MSF) Rid rC urs to yc fe und tio e o e

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