Re-packaging and re-branding the Smart Fortwo vehicle for Hong Kong buyers

Class:6BCheuk Kai HoCheung Hoi ChingLui Ka Ying Yu Man Yin

This?

Choose a car?

What is Smart Fortwo? Two-seater capacity Overall length: 2.69m Long wheelbase Wide track width

What is Smart Fortwo? Six types of Smart Fortwo

Different combinations of colors

Why do we need a Smart Fortwo in Hong Kong? Constraints of Hong Kong clients:

1.lack of parking space2.hot climate3.crowded environment

Wants and needs of Hong Kong clients:4.environmentally-friendly vehicles5.private space

Attractiveness to Hong Kong clients

1.Crowded environment Small in size Direct-Steer system Higher agility during parking and on

congested road

2.Hot climate An infinitely adjustable fabric

sunblind provides shade when needed

keeps 60% of the heat out of the carno UV radiation penetrates

3.Environmentally-friendly vehicles Fuel consumption (combined)

4.1L/100 km CO2 emissions (combined) 94 g/km Use less diesel (some electric cars)

more environmentally-friendlysave cost

Marketing Plan

Marketing plan

Target Customers (Market segmentation) young adults

Needs and wants:identityprivate spaceeagerness in expressing ideas

Re-branding

Theme: Oasis

Positioning statement:most comfortable space in the hectic environmentAn unique symbol of you

Accompany you and your companion in different life stages

Slogan

One Oasis •Two Encounters

Re-packaging Individualityspraying the motto on the car front

coverrepresenting identity and expressing

thoughtsa car exclusively special that

represents you

Promotional activities 1.‘Thinking Out Loud’ campaign online usersinvite a local star as our spokesperson

Content of the activity:video sharing on the Facebook page of

Mercedes Benz Hong Kong design a motto and the meaning behindchoose a person to share the ‘oasis’ with

you why is that person special to you

Promotional activities Prize:

Champion: a Smart Fortwo with your motto sprayed onTop 10: A Smart Fortwo model with your motto

Selection of winner:highest number of and on the Facebook page of Mercedes Benz Hong Kong

Promotional activities Grand ceremony:

present the prizes to winnersplay the winning videosinvite the mass media

Champion:has a ride with his/her companion in the Smart Fortwo record the whole process

later be used in the advertisement

Promotional activities 2.Advertisement:

on and Aim:

provide a private space for your intimate person to share the Smart Fortwo(oasis) with you

most reliable way to carry you and your intimate person to the destination in every life moment of yours

FriendsGoing on a adventure

CoupleSharing a romantic

moment

FamilyThe seat next to you is always

reserved for…

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