Overview of Fiat marketing strategy and focus on leveraging secondary brand associations to build brand Equity.

1. By: Tamara Zondowicz, Aaron Cobb,
Lauren Bushnell, Casey Clark

2.  Creates strong, favorable and unique associations or
positive responses
 Reinforces existing associations and responses in a fresh
and different way
Leveraging Secondary Brand
Associations to Build Brand Equity

3. History & Background
 Founded in Italy in 1899 by a group of investors
 Produced Railway engines, carriages, military
vehicles, as well as aircrafts
 Priced much higher than competitors
 In 1908 a Fiat had a price point of $6,400
compared to Ford’s model T which was around
$825
 During WWII, Fiat devoted all factories to
production of supplies for allies.

4. Fiat Today
 Fiat automotive side generates only 45% of their revenues
 Remainder comes from commercial vehicles, construction equipment, etc.
 Alliances and joint ventures with Maserati, Ferrari, Ford, Mazda and Chrysler

5. Geography and Branding
Exports and operates in 80 countries and
geographic regions
Uses Italian origin in branding strategy
Consumers often associate Italian cars with:
-High performance vehicles
-Exotic and sporty
-Superior craftsmanship and production

6. Channels of Distribution
Currently over 70 dealerships in the United
States
9 locations in Texas
Partnership with Chrysler allows for
distribution within key growth markets

7. Co-Branding: Mattel
Barbie celebrates turning 50
Mattel approached Fiat with request for a
customized Fiat 500
Mattel benefits from Fiat’s modern and
exotic associations
Fiat benefits from being associated with an
American icon

8. Co-Branding: Gucci
Fiat teams up with Gucci for 2013 Fiat 500 Gucci
Edition
2 of Italy’s most respected brands in the same
package
Mutually beneficial due to a broader market
segment that includes consumers from both
Gucci and Fiat

9. Co-Branding: Beats by Dr. Dre
Partnership with BeatsAudio
Integrates HD music experience
Extends Fiat brand to music lovers
Cultivates positive associations with Fiat as a
company who appreciates quality sound systems

10. Licensing
Loews Hotels and resorts offers free
rides in a fiat to guest at Select Resorts
One of the official sponsors at the Sochi
Olympics
Jones Soda Partners with Fiat and gives
away Fiat 500e to photo contest winner

11. Endorsements
 Fiat has been endorsed by a number of high profile
celebrities including:
-Jennifer Lopez
-P. Diddy
-Pitbull
-Catrinel Menghia

12. Sponsorships
 Cross-promotes event and brand partnerships to amplify
marketing message
 Fiat sponsors the Italian National Football team
 Signed to sponsor Vans U.S. Open of Surfing in
Huntington Beach California
 Surfing sponsorship is geared towards promoting their
all-electric 500e

13. Recommendations
 Use associations gained from partnership with American auto company
Chrysler to integrate into American pastimes
 Sponsor a Nascar 500 racing team
 This will amplify brand equity among racing enthusiasts
 Provides an opportunity to highlight superior Italian craftsmanship
 Opportunity to benefit from merchandizing

14. Questions