NYU, Stern Advantage, Marketing project: Repositioning Vespa Piaggio in the US market as Women's new accessory with speciffic targeting at young women in the metropolitan area.

2. Ro d a
a mp
 Ve p fo Me Only?
sa r n
 W m n’ Ne Ac e s ry
o e s w c so
 W a Tho eStile sa Ge Aro !
er s tto nd t und

3. P fita ility & Ec no icP s e ts
ro b o m ro p c
•Europe: Market leader for scooters
•USA
•Growing presence in scooter market
•28.7% increase in sales last year

4. P fita ility & P s C m a ns
ro b a t a p ig
European Ads
Switzerland, 1946.

5. United Kingdom, 1961.
Independence Campaign.
Italy, 2005.

6. P fita ility & P s C m a ns
ro b a t a p ig
U.S.A. Ads

7. Unchartered Territory: Gender
Market Share
60%
40%
•Women make and influence buying decisions
•Women’s earning potential is growing
•Women are natural marketers
New York Times, October 31, 2003.

8. Unchartered Territory: Age Distribution
•13% of women are in the “active
population” ages 25 to 34 years old
U.S. Census Bureau, July 2008.

9. Unchartered Territory: Geographic
Market Share
43%
19%
•Almost half of the U.S population
lives in condensed, urban areas.
World Bank, Ranking America, March 2009.

10. Unchartered Territory: VALS
•48% of women fit the psychographic
profile of a potential Vespa buyer
SRI Business Consulting Intelligence, VALS, 2004.
U.S. Census Bureau, 2009.

11. Who’s That Girl?
SHE IS
•25 to 34 years old
•Metropolitan
•Active, smart, professional
SHE NEEDS
•To commute efficiently
SHE WANTS
•Independence
•Success
•Style
SHE DEMANDS YOUR FULL ATTENTION!
There are over 4 million of her with disposable
income, representing a potential market value of
$12.7 billion in sales.

12. She’s Got It!
4 Million Target Women =
$12.7 Billion Market Value

13. Who’s Not Reaching Her?
Yamaha – With all their horsepower and
“seriously sporty image”
Honda – Bike-focused for the male “idealized
freedom seeker”
Vespa Piaggio – Not yet...

14. Vespa’s Competitive Advantage
•Lightweight
•Good-looking
•Female-friendly
•Eco-friendly
•Accessible
•Focused on YOU, the owner

15. Putting Vespa In Her Sight
• Product
• Classic, established brand
• Price
• Set price, appropriate for the target
• Place
• Elaborate dealership network across USA
• Suggestion: training dealers to work with
her
• Promotion
• Suggestion: reach out to her in new ways

16. How To Reach Her
The Best Way to Get
Around in Your
Stilettos
Drives Like a Car,
Parks Like a Bike
Helps You Save the
Planet on a
Budget

17. The Best Way to Get Around in
Your Stilettos
•Women’s New Accessory
•Style Icon
•Gear Shift on Handles
•Flat Floorboard
•Pass-Through Leg Area Design

18. Drives Like a Car, Parks Like a Bike
•Ideal for Tight-Spot Parking
•Designed with Ample Storage Space
•Agile
•Stable
•Compact
•Mobile

19. Helps You Save the Planet on a
Budget
•Vespanomics for Women
•$8 dollars per tank
•70 miles per gallon
•Unobtrusive footprint
•Reduces traffic congestion
•Doesn’t sacrifice speed
•Benefit of a tax rebate
“Vespanomics” Green Seal of Approval

20. Putting Vespa Out There For Her
To See
•Commuter Trails and High-Traffic Areas
•Style Magazines
•Designer-Sponsored Test Rides
•Celebrity Endorsement (Michelle Obama!)
•Steady Advertising Campaign

21. In Vespa,
men already found freedom and fun…
Now,
women will find independence and style

22. Q&A

23. Sa ty
fe
 Exte ives fe a c s o s
ns a ty c e s rie
 Trainingthro h yo d a rs
ug ur e le hip
 Mo rc leSa ty Fo a n (MSF) Rid rC urs
to yc fe und tio e o e