clever fini

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Post on 21-Jan-2015

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a dévoilé il y a peu le CLEVER concept. Derrière l'acronyme un peu prétentieux, il y a tout de même une réponse aux principaux problèmes de l'automobile actuelle : écologie, sécurité et encombrement. Je qualifierai le concept de moto à deux places et à trois roues avec un carénage. Il faut dire que BMW avait déblayé le terrai avec le C1, un scooter avec carrosserie qui ne nécessitait pas de casque pour être conduit. Attention tout de même : la philosophe du concept BMW n'est pas du tout la même que pour le Volkswagen GX3, un autre véhicule à 3 roues plus axé sur la performance : le Clever est sorte de GX3 à l'envers. Le prototype BMW se rapproche très sensiblement du Carver qu'une firme Néerlandaise propose. Représentant la mobilité urbaine par excellence, ce petit véhicule atteint les 90 km/h et coûterait environ 10 000€ s'il était commercialisé. La motorisation est particulièrement écologique puisqu'au gaz naturel et avec une consommation très faible : l'équivalent de 1.5 L/100km La sécurité est à relativiser puisque le véhicule aurait 3 étoiles au crash-test euroNcap. C'est moins qu'une Renault Clio, mais plus d'une moto. Les constructeurs explorent des voies de plus en plus novatrices pour le développement de leurs futurs véhicules. Nous ne pouvons que nous en féliciter.

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  • 1. A new Marketing Strategy for CLEVERCAMDENMARKETING STRATEGIES

2. Recommendations4Ps TARGETProduct: electric with a Urban men in their fortiesbrand new nameMiddle/Upper class Price: 12 990 eurosPlace: BMW dealers in major cities POSITIONINGPromotion: street Urban mobility with great designs and eco-marketing and friendlycommercials on TV andhigh-end newspapersCAMDENDeveloping Marketing StrategyMARKETING STRATEGIES S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON2 3. Political Goverment intervention: Taxes on petroleum products and polluting cars, incentive for electric cars Crisis but lower impact on the middle/upper class and sustainability of FrenchEconomical luxury products The reputation of the German cars : trustworthy, high quality etc New fad for technologic and trendy designs rather than vintage design and bigSocial cars The fight against cars in big French cities leading to the development of scooters over the last decade A lot of scooters accidents : almost 800 people killed and 15 000 people injuredTechnological Development of new energies to avoid petrol: Electric devices getting more efficient Development of technology to create smaller carsEnvironmental Changing in consumer behavior towards patronizing eco friendliy products Green cities awareness : less noise, less pollution, less traficLegal Stringent speed limit regulationsCAMDENDeveloping Marketing StrategyMARKETING STRATEGIES S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON 3 4. Company Expertise andStrong brandgood reputationimage in in the ecologicalpremium carsfieldResponds to the Heavy investmentdemand of in R&D, different innovative brandsegmentsCAMDENDeveloping Marketing StrategyMARKETING STRATEGIES S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON 4 5. The CompetitionThree-wheeled Four-wheeled Mini-vehicles MP3 by Piaggio Twizy by Renault SMART electric 8 999From 7 290 18 910 (without (without battery) battery)5 6. Practicability 9 8 7 6 5 4 Eco-Comfort3Smart 2 friendliness 1MP3 0Renault TwizyCLEVERPleasure toSecurity driveCAMDENDeveloping Marketing StrategyMARKETING STRATEGIES S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON6 7. Collaborators Implementing a partnership withBenefit from the expertise of Veolia in the field of clean energyThe mini E Example of autobleue in NiceCAMDENDeveloping Marketing StrategyMARKETING STRATEGIES S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON 7 8. SegmentationCAMDENDeveloping Marketing StrategyMARKETING STRATEGIES S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON 8 9. SegmentationCAMDENDeveloping Marketing StrategyMARKETING STRATEGIES S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON 9 10. SegmentationCAMDENDeveloping Marketing StrategyMARKETING STRATEGIES S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON 10 11. Target And the winner is PIERRE! Urbans in the 5 main cities (Paris, Lyon, Toulouse, Marseille, Nice) Middle/Upper class Age 30-50 years old MenCAMDENDeveloping Marketing StrategyMARKETING STRATEGIES S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON 11 12. Positioning The best mix between a mini car and a motorbike ! For urbans in their 40s the clever is a micro-sizedelcetric car that offers great design and eco-friendlyurban mobility.CAMDENDeveloping Marketing StrategyMARKETING STRATEGIES S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON 12 13. PositioningUrban mobility Pleasure of driving Maneuverability of a motorcycle - Direct Tilting Control System (computer-controlled) - Easy to park compared to a regular car Conveniency Protection from bad weather Bigger storage than a motorbike Can be driven without helmet Security (Airbag system ,Increased stability given by thethree-wheeled structure)CAMDENDeveloping Marketing StrategyMARKETING STRATEGIES S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON 13 14. 4 Ps Product Electric powered A new name Place BMW selected dealers Price : 12 990 To be above price market and in line with BMW brand image Same price range than the former BMW scooter Developing Marketing Strategy S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON14 15. Promotion Urban venues: Ads on buses Street marketing: events in the 5 main cities of France during which people can try the car Middle / Upper class : TV commercial: classy, product-oriented to highlight the technology, during sports shows, in the evening during the news broadcasting, channels such as TF1 and Canal+ Newspapers: Le Monde, Le Figaro, les Echos (in line with our target) Developing Marketing Strategy S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON 15 16. CAMDENDeveloping Marketing StrategyMARKETING STRATEGIES S. MAHJOUB M. ODILE J. ONG A. PERSON A. SITBON 16