Comunication plan peugeot rcz

1. COMMUNICATION PLAN
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2. BACKGROUND AND KEY FIGURES
HISTORY
 1810: Jean-Frédéric and Jean-Pierre
Peugeot started the family business
 1847: Jules and Emile Peugeot created
Peugeot’s logo (the Lion which embodies
resistance and rapidity)
 1896: The official foundation of PEUGEOT
(previously called “La Société des
automobiles Peugeot”) by Armand Peugeot
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3. CAR MODELS
From familiar cars up to sports cars
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4. DIRECT COMPETITORS
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Alpha Romeo
Audi
BMW
Chevrolet
Fiat
Ford
Honda
Hyunday
Jaguar
Land rover
Mazda
Mercedes
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Mitsubishi
Nissan
Opel
Porsche
Renault
Séat
Skoda
Subaru
Toyota
Volkswagen
Volvo.
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5. FACTSHEET
In 2012, the brand sold 1.7 million vehicles, of which 39%
correspond to international sales.
Market share: 12.7%
32 manufacturing facilities in 6 countries and 211 100 employees
2.9 million vehicles produced and sold worldwide (62% in Europe)
The group is operating in more than 160 countries, with 18 000 sales
outlets.
It enabled to generate 55.4 million euros in revenue in 2012.
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6. MISSION
• Major player of the automotive industry with international reach
• Strengthen its position as a top-end manufacturer
VISION
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Stay a step ahead and move our model ranges upmarket
Become a global group
Set the industry benchmark in operating efficiency
Ensure responsible development
OBJECTIVES
• Be one of the World´s leading volume carmaker by 2020
• Continue to increase the proportion of sales made outside Europe (particularly in China, a high growth
potential market -> +24%)
• Designing automobiles and mobility solutions of tomorrow by increasing the number of research centres
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7. GENERAL STRATEGY
Continue to move to upmarket and Expand internationally
with 5 major product launches
• Technological leadership
• Consumer’s mobility needs
• Ambitious CSP project
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8. SITUATIONAL ANALYSIS
STRENGTHS
WEAKNESSES
• Long lasting experience in the car industry
• Extensive know how from the drawing board to
the showroom
• Constant innovation and commitment to
excellence
• A “Made in France” guarantee for 7 of its
vehicles
• Not at the top in term of market share (few
visibility outside of Europe)
• Facing high financial difficulties
• Product mix very focused on entry-level vehicles
OPPORTUNITIES
THREATS
• Emerging markets
• Ride the wave of new media channels
• Focus on superior environmental performance
through new technologies and eco-friendly
actions
• Backdrop of contrasting automotive markets
• Downtrend in Europe
• Political pressure in terms of ecological footprint
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9. THE COMMUNICATION PLAN
COMMUNICATION AND SALES OBJECTIVES
1st priority Maintain sales and if possible, increase them by 20% in France by the end of
the year 2014
2nd priority Improve brand loyalty by creating a French community homepage in the
three-four next months
3rd priority Affirm the strong brand identity by reminding Peugeot’s experience on car
industry & project the image of uniqueness through the association to a special French
event covered by the media each year (like Cannes festival)
4th priority Think about the RCZ product placement in an action film
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10. THE COMMUNICATION PLAN
THE MESSAGE
“RCZ makes your driving experience unique”
“It chooses you, it owns you”
Meaning that the RCZ is specially made for our target market
Message based on Peugeot’s sustainable competitive advantage =
Innovation
THE STRATEGY
Pull strategy -> the customer to the product
From a professional and public exhibition to exclusive limited car series
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11. THE COMMUNICATION PLAN
TARGET AUDIENCE
Upper middle class, from 30 to 45 years old
• Have neither family status Career oriented
• Young successful professionals, corporate managers, and business
owners living in urban areas
• Most are college graduates, community, and social activities
• Have a keen interest in obtaining “the better things in life”
• Their homes serve as symbols of their achievements
• Consumption is often conspicuous (outstanding)
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13. THE COMMUNICATION PLAN
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14. THE COMMUNICATION PLAN
RESULTS – Measurements
• Internet: the number of ‘Like’ on Facebook page, the time spent on a website, the
comments on blogs => both quantitative and qualitative
• Written press: the number of sold magazines
• Public relations: coverage in the newspaper
• Sales figures from a defined period of time
• Number of visits to our car dealers
• Number of views of our RCZ R Video on our website
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15. THANK YOU FOR YOUR ATTENTION
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