A new Marketing Strategy for CLEVER

CAMDEN MARKETING STRATEGIES

2CAMDEN MARKETING STRATEGIES

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

TARGET

Urban men in their fortiesMiddle/Upper class

POSITIONING

Urban mobility with great designs and eco-friendly

4Ps

Product: electric with a brand new name

Price: 12 990 euros

Place: BMW dealers in major cities

Promotion: street marketing and

commercials on TV and high-end newspapers

Recommendations

3CAMDEN MARKETING STRATEGIES

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

• Goverment intervention: Taxes on petroleum products and polluting cars, incentive for electric cars Political

• Crisis but lower impact on the middle/upper class and sustainability of French luxury productsEconomical

• The reputation of the German cars : trustworthy, high quality etc…• New fad for technologic and trendy designs rather than vintage design and big

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 injured

Social

• Development of new energies to avoid petrol: Electric devices getting more efficient

• Development of technology to create smaller cars Technological

• Changing in consumer behavior towards patronizing eco friendliy products • Green cities awareness : less noise, less pollution, less traficEnvironmental

• Stringent speed limit regulationsLegal

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Company

CAMDEN MARKETING STRATEGIES

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

Strong brand image in

premium cars

Expertise and good

reputation in the ecological

field

Responds to the demand of

different segments

Heavy investment in

R&D, innovative

brand

The Competition

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MP3 by Piaggio

8 999€

Twizy by Renault

From 7 290€ (without battery)

SMART electric

18 910€ (without battery)

Three-wheeled

Four-wheeled Mini-vehicles

6CAMDEN MARKETING STRATEGIES

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

Practicability

Eco-friendliness

Pleasure to driveSecurity

Comfort

0

5

10

SmartMP3Renault TwizyCLEVER

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Collaborators

CAMDEN MARKETING STRATEGIES

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

Implementing a partnership with

Example of autobleue in Nice

Benefit from the expertise of Veolia in the field of clean energy

The mini E

8CAMDEN MARKETING STRATEGIES

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

Segmentation

9CAMDEN MARKETING STRATEGIES

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

Segmentation

10CAMDEN MARKETING STRATEGIES

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

Segmentation

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Target

CAMDEN MARKETING STRATEGIES

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

And the winner is PIERRE!

Urbans in the 5 main cities (Paris, Lyon, Toulouse, Marseille, Nice)

Middle/Upper class

Age 30-50 years old

Men

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Positioning

« The best mix between a mini car and a motorbike ! »

For urbans in their 40’s the clever is a micro-sized elcetric car that offers great design and eco-friendly urban mobility.

CAMDEN MARKETING STRATEGIES

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

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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 the three-wheeled structure)

CAMDEN MARKETING STRATEGIES

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

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4 PsProduct

Electric poweredA new name

PlaceBMW selected dealers

Price : 12 990 €To be above price market and in line with BMW

brand imageSame price range than the former BMW

scooter

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON

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PromotionUrban venues:

Ads on busesStreet marketing: events in the 5 main cities of France

during which people can try the carMiddle / 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)

16CAMDEN MARKETING STRATEGIES

Developing Marketing Strategy S. MAHJOUB – M. ODILE – J. ONG – A. PERSON – A. SITBON