introducing seat automotive in the us market (global marketing proyect)
DESCRIPTION
Define client, competitors and positioning for introducin SEAT Automotive (VW Group) in the US marketTRANSCRIPT
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Introducing SEAT into the U.S. market
Global Marketing and Strategy
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• What is SEAT? It´s history• Company profile• SEAT models• How?– Ibiza– Volkswagen?–Where?
• Autoemoción: defining values• SEAT in Spain: position and segments
INDEX
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WHAT IS SEAT? IT´S HISTORY
Introducing SEAT into the U.S. market
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What is SEAT?
Video
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• Only Spanish automobile company• Founded in 1950 by the Spanish
Government• Developed the car market after the
war with affordable products• FIAT: technological partner
What is SEAT?
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• Part of Volkswagen Group (7.2 million vehicles sold in 2010) since 1985
• Sales leader in the Spain
What is SEAT?
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COMPANY PROFILE
Introducing SEAT into the U.S. market
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• 340.000 units sold in 2010• Net sales: $4.6 billion• Product facilities in Spain (Barcelona)
and Portugal• 11.000 employees• Export ¾ of production• Present in 73 countries
Company profile
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SEAT MODELS
Introducing SEAT into the U.S. market
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Mii
SEAT models
León
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Altea
SEAT models
Exeo
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Alhambra
SEAT models
Ibiza
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HOW?
Introducing SEAT into the U.S. market
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• Just one model: Ibiza• To be distributed by the Volkswagen
network• Expands Volkswagen portfolio
(smaller than VW Golf/GTI)• Two variations: Bocanegra & Cupra• The most sporty and equipped
variations
Ibiza
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• Engine: 1.4 TSI 150 HP twin charged
• DSG automatic transmission (7 gears)
• Sporty suspension• Max speed: 131 m/h• Fuel consumption:
– Urban. 34,9 mpg– Hgway: 53,3 mpg
Ibiza Bocanegra
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• Engine: 1.4 TSI 180 HP twin charged
• DSG automatic transmission (7 gears)
• Sporty suspension• Max speed: 140 m/h• Fuel consumption:
– Urban. 34 mpg– Hgway: 53,3 mpg
Ibiza Cupra
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• Two options:– Develop SEAT brand in the USA • Scion model• More investment
– Distribute the Ibiza as VW Ibiza, expanding VW product line• Does Ibiza match the VW values?
Volkswagen?
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• Southern US: California, New Mexico, Arizona, Texas.
• Focus on major cities: San Diego, Los Angeles, Phoenix, Austin, Houston.
• Capitalize on the familiarity of the product in Mexico (2.7% market share, 13,000 cars sold)
Where?
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AUTOEMOCIÓN
Introducing SEAT into the U.S. market
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• A range of cars delivering the thrilling combination of superior engineering and pure enjoyment
• SEAT is a dynamic, design-driven, young-spirited brand, constantly seeking to create new levels of quality car enjoyment.
• SEAT is Spanish. And German. • SEAT is passionate perfectionists.• SEAT is emotional technologists• SEAT gives design a purpose. SEAT
brings technology to life
Autoemoción
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Autoemoción
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SEAT IN SPAIN:POSITION AND SEGMENTS
Introducing SEAT into the U.S. market
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SEAT in Spain: position
Passionate
Upper class rational
Upper class passionate
Lower class rational
Lower class passionate
The exotic
The elitist
The sporty
The What??
The practical
The show-offs
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• Gearhead– Loves driving– The car is a
hobby– Risk taker– Low income– No family
responsibilities
SEAT in Spain: segments
• Impulsive dad– Second car– Small
adrenaline boosts
– Income available for other activities/needs
– Low/medium income
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SEGMENTS
Introducing SEAT into the U.S. market
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• Gearhead– Be different– Sporty– Economic
Segments: Why?
• Impulsive dad– Fun– Feel young
again– Freedom
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• Gearhead: He– 26 years– Construction worker – Rent studio– Live alone– No girlfriend– $7.000 in credit card
debt– Honda Civic 92– Lives in Hollywood– Spare time: friends, car,
going out– Travel abroad: Mexico– Gym: weight lift
Segments: Profile
• Gearhead: She– 23 years– Dental hygienist– Rent a room– Lives with a roommate
(friend of high school)– Boyfriend– $2.000 in credit card
debt– Honda Civic 92– Lives in South Central– Spare time: friends,
shopping, clubbing– Travel abroad: never– Gym: spinning, Thai box
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Segments: Gearhead
Joey C.
Jennifer Rodrigu
ez
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• Impulsive dad– 37 years– Garage manager – Owns a house– Wife and 1 child (7
years old)– $200.000 mortgage– Maxima 2009– Lives in Burbank– Spare time: sports bar,
family– Travel abroad: Mexico,
Paris (Honeymoon)– Gym: never goes
Segments: Profile
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Segments: Impulsive dad
TomBrinkman
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COMPETITION
Introducing SEAT into the U.S. market
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Vital factors
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Vital factors: hedging the risk
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• Segment not defined in the US.• Purchase driven by feelings, not by
specifications.• Competitors quite different, but seen
as similar in the consumer´s mind.
Competitors: product class
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Competitors: product class
Mini Hyundai Veloster
Mazda 3
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Competitors: product class
Make Engine Horsepower Length MPG city MPG Hwy
Cargo volume (cu
ft)Price $ Passion/
Image
Mini Cooper 1.6 121 147 in 29 37 5.7 21.500 8Mini Cooper
S 1.6T 181 147 in 27 35 5.7 25.500 9Hyundai Veloster 1.6 138 166 in 29 38 15.5 19.300 5
Mazda 3 2.0 2.0 155 177 in 28 39 17 19.800 6
Mazda 3 2.5 2.5 167 177 in 22 29 17 24.200 6
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Competitors: product class
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Competitors: product class
Make Engine Horsepower Length MPG city MPG Hwy
Cargo volume (cu
ft)Price $ Passion/
Image
Mini Cooper 1.6 121 147 in 29 37 5.7 21.500 8Mini Cooper
S 1.6T 181 147 in 27 35 5.7 25.500 9Hyundai Veloster 1.6 138 166 in 29 38 15.5 19.300 4
Mazda 3 2.0 2.0 155 177 in 28 39 17 19.800 5
Mazda 3 2.5 2.5 167 177 in 22 29 17 24.200 6SEAT
Bocanegra 1.4 150 157in 35 53 10 21.000 7
SEAT Cupra 1.4 180 157in 34 53 10 24500 7,5
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Competitors: product class
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Category competition
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Generic competition
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INNOVATIONS
Introducing SEAT into the U.S. market
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Innovations: Pit Stop Service
• Service provided by a truck
• Wherever and whenever the client needs
• Racing image
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Innovations: e-replica
• No physical connection.
• Same format, apps and connectivity as cell phone/tablet/pc.
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COMMUNICATION SAMPLES
Introducing SEAT into the U.S. market
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Take him for a walk. No need for the baggies.
NEW IBIZA BOCANEGRA
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Entertainment on board?Take your SEAT
NEW IBIZA CUPRA