Introducing the Alfa Romeo Brand along with the product 4C in USA. This was my Marketing Strategy & Plan final project at IE Business School

2. This is a video clip of Dustin Hoffman driving the
Alfa Romeo Spider across the Bay Bridge in the
movie “The Graduate”. The clip traces Alfa
Romeo’s past in the USA and create a
connection with the target customer .

3.  Mid 50s
 Family Man
 $180,000 yearly income
 Senior manager at a tech-company
 Would have loved to own a European roadster, back in the
60s, but couldn’t afford one
 Now he can!!!

5.  Absent from market since 1995
 4C to pave the way for future launches
 In-line with the strategy of parent
company, FIAT
 United States:
 2nd largest automobile market in the world
 Europe’s largest export market for sports cars
 Light-Vehicle sales forecast for 2015: 16 million
(up from 11.6 million in 2010)

6.  Founded in 1910 in Milan, Italy
 Racing Heritage
 Grand Prix, Formula 1 and Rallies
 Scuderia Ferrari was founded as Alfa Romeo’s Racing Team
 Recognized for producing
stylish sport cars
 Latest model before 4C:
8C Compitizione
($275,000 limited ed.)

7. This is a video clip
highlighting the
features of the Alfa
Romeo 4C.

8. Boston
Chicago New York
San Francisco
Washington D.C.
Los Angeles
Miami

9.  Strong preference to buying imported European cars
 Thriving cosmopolitan population
 Density of HNI
 Existing networks

10.  Sedans
 SUVs/Trucks
 Mid-sized and Compact
 Diesel, Electric and Hybrid
 Coupes and Convertibles

11. Price High
Alfa Romeo 4C
$55,000
BMW Z4 Porsche Cayman
$49,500 $52,500
$49,000
Traditional Exclusive
Sports Car Sports Car
Lotus Elise
$48,500
MB SLK
$43,500
Audi TT
$39,200 Price Low

12. “My tastes and preferences are unique, I expect my car brand to exude
this exclusivity.”
“I love fashion and latest trends. I love European chic brands. The Alfa
4C looks far better than any other car in this marketplace.”
Existing networks
“My car emphasizes my success!”
“I love driving and enjoy the adrenaline rush from driving fast sports
cars with a racing heritage.”

13. Scott Davis
 Early 50s; Technology
 Nostalgic about Alfa Romeo
 Loves “The Graduate” – Re-
kindles the European sports
car sentiment
 Golf Digest, Car & Driver,
Wired, Time Magazines

14. Kevin Bradley
 Early 30s; Investment Banker
 Familiar with Alfa Romeo
 Diverse lifestyle – Motorsport,
Jazz, Reading, Current Affairs
 Preferences - Mad Men, Hugo
Boss, D&G, Starbucks

15. Jennifer Adams
 Late 30s; Marketing Professional
 Single, Self Made, Highly
Independent
 Fashionable & Trendy
 Lifestyle: Work, High Society
events – Art Shows & Charities
 Preferences - Mad Men,
Starbucks, Apple, Gucci, Cartier

16. Track Day
Event
Art Galley
Target Customer Involvement
Display
Pebble Beach
Mad Men
Campaign Auction
Launch
Print
Campaign
Time (months)
1 2 3 4 5 6
PHASE I Phase II
The Launch

17. ALFA ROMEO OFFICIAL WEBSITE

19.  Pebble Beach Insider
Magazine
 Charity Auction of 2
Gucci & Armani desgined
4C models

20.  Annual membership
 Large display at MoMA
 Linking Italian design with
modernist philosophy

21.  Alfa Romeo Drivers Club
 Official Alfa Romeo test
drivers
 Unleash the 4C

22. Traditional No. of Cost per
Total Cost
Campaigns Campaigns Campaign

23. Non-Traditional No. of Cost per
Total Cost
Campaigns Campaigns Campaign

24. Campaigns Total Cost per Car
* 1,000 cars expected to be sold in first year

26.  Collaborate to increase
exclusivity
 Gucci & GA designed
merchandise
 FIAT Collaboration

27.  Rising costs of adapting current models to U.S. standards
 Poor quality of the cars made them very unreliable
 The lack of sufficient after sales support to cater to
customers’ needs

28.  Limited production of 2,500 cars per year
worldwide
 Average competitor sales currently at
1,800 units per year
 Lower forecast than competitor average
Competitor Brand Competitor Model Base Price Year Launched 2011 US Sales
(Y2012)
Mercedes-Benz SLK Roadster $43,500 1996 3,220
BMW Z4 Roadster $49,500 2002 3,479
AUDI TT Roadster $39,200 1998 2,236
Porsche Cayman $52,900 2006 1,377
Lotus Elise $48,500 1996 Limited no.