Our presentation at the Darden School of Business for the Innovation Challenge in 2006

1. Elizabeth Gershman
Rodrigo De Lima
Sruti Dhulipala
Marcus Brown
Nien Liu
78 Million People
18 Year Age Range
$50K - $120K Average Income Range

2. Their Manifesto
We are neither the folk with one foot in the
grave, nor do we have a desperate death grip
on youth. What Madison Avenue has failed to
realize is that we have transcended past that
and are now pushing ourselves towards a life
of purpose, self-improvement, and spiritual
growth. In other words, we are Individuals.
Objective
Create an emotional connection between
Baby Boomers and the Chrysler brand.

3. It!s hard to believe that you can reach all the
Baby Boomers with a single message.
And have that message be powerful enough
to affect them all.
The only message that can reach them all
is individuality.

4. Individuality is tricky.
You can!t just say it or show it,
You have to embody it.
Concept Overview
Position each car independently to
connect with different segments of the
target market.

5. Position
Chrysler is the brand that
Expresses Individuality
Opportunities
Chrysler cars are very unique. Not only from other brands, but
even from each other.
Each Chrysler car represents different values and has a different
personality.
There is potential for Chrysler to bring out each of these
personalities in its positioning, thus increasing emotional
connections to the car/brand.
While most auto manufacturers tend to place emphasis on the
brand as a whole, Chrysler has the opportunity to stand apart
from the competition.

6. Strategy
Put the personality of the cars ahead of the brand!s.
Tailor each car to represent different values.
This way Chrysler can target different values with different
positioning without contradicting itself.
BOOMER SEGMENTS
Source: VALS

7. Thinkers
These people carry themselves with a
sense of quiet confidence that is inspired
by an incredible personal history of
achievement.
Values: Tradition, knowledge, strength.
Source: VALS
300
Embodies power and presence

8. Achievers
These people approach life with a solid
plan for success and rarely stray from it.
Values: Stability, predictability, success.
Source: VALS
Experiencers
These people are youthful and
expressive; they see the world as their
playground.
Values: Open-mindedness, enthusiasm.
Source: VALS

9. PT Cruiser
It demands attention
Believers
Surrounded by family and community,
these people put the needs of others
before their own.
Values: Indulgence, protectiveness.
Source: VALS

10. Town and Country
It shows that you have others in mind
Strivers
These people are driven by dreams of
great status.
Values: Achievement and optimism
Source: VALS

11. Sebring
The approachable luxury car
Makers
The pursuit of self-sufficiency takes this
group of people in many directions.
Values: Flexibility, discipline,
pragmatism.
Source: VALS

12. Pacifica
It does a little bit of everything
Individuality must be expressed at
every level.

13. Product
Ergonomic Options
Help with arthritis and back pain
UV protective film
Service
Personal test-drive.
On location pick-up
Product-centric customer service

14. Dealer Experience
Floor plan re-organization
Unique Ambiance for each car
Personal takeaways
Keychains personalized to the car/individual
Car booklets tailored to the personality of the cars
Customer Relations
Post-purchase communications through
car clubs
Each car has a unique social cause
PT Cruiser – Boys & Girls Club
Aspen – Operation Home Front

15. COMMUNICATIONS

16. Non-Traditional
Chrysler cars compete to guest star in the Chrysler Film Project film.
Have each car!s clubs campaign by offering incentives if they win.
Owners of the car that wins could request free tickets to the movie.
CRM tool.

17. Recommendations
Green/Hybrid car
Crossfire
Chrysler Imperial
Innovators
These people have the most resources
of all the segments, but they are only
inspired by products that step up to their
cultured and refined tastes.
Values: Sophistication, intelligence.
Source: VALS

18. Intangible Benefits
! By creating positioning based on unique
values of consumers, we aim at creating an
emotional connection.
! Going beyond mere sales figures and guerilla
marketing strategies, in order to create a
feeling of camaraderie between the company
and consumers through car clubs.
! Getting consumers involved in a bigger cause
– social responsibility, and a feeling of
fulfillment.

19. Potential Risks
! Global Economy that will affect high interest
rates and depreciation of the dollar
! Increase in gas prices directly affect the sales
of cars
! Cannibalization from other Diamler-Chrysler
owned cars.
! Estimating production schedule.