Fiat 500

1. Fiat 500 Excel-Orators: AleeshaBorbely Amandeep Sandher Coline Leman Harman Chungh HarvinaSidhu Matthew Carlson Megan Kalsbeek

2. Overview • Introduction • Problem Statement • Target Market • Key Findings • SWOT • Competitive Analysis • Three Alternatives • Solution • Implementation Plan • Course Concepts • References

3. Introduction • Fiat mission statement • Fiat 500 mission statement • Founded in Torino, Italy • First Fiat Factory • Fiat Zero • Manufactured by Chrysler • Owns 58.5% of Chrysler

4. Problem Statement • What product strategies could Fiat use in order to increase market share and create brand awareness by the end of 2014?

5. Target market identification • No defined target market • Our assumptions: • Generation Y • Generation X • Baby boomers

6. Fiat 500 • Specialty product • Came to North America for market development • Return to market • European car of the year 2008 • First 500 in North America

7. FIATSALEs I N C A N A D a

9. Auto sales in Canada • Subcompact car sales • Overall new vehicle market • September 2013 • Up 4% from last year • Chrysler Canada Inc.

11. Market Trends • Leasing • Fuel economy • Gadget full cars • Changing mid-size cars • Gen Y car chase

12. Assumptions • Focus on small and sexy car • Using a stereotype • Good ads that need brushing up • Appearance • Brand is not well-known • Intriguing

13. Fiat 500 SWOT – Internal Strengths Weaknesses Eco-friendly car Small car Affordable Safety Multimedia Unstable history Late arrival in North America Exterior aesthetic

14. Fiat 500 SWOT – External Opportunities Threats Booming market Cooperation with Chrysler Increased gas prices High competition Trend to declined sales Changing commuter habits

15. Competitive analysis – Mini Cooper Strengths Weaknesses Safety Iconic design Made by BMW Expensive Maintenance service Interior

16. Competitive Analysis: Ford Focus electric Strengths Weaknesses No gas needed Eco-friendly Customization options Reduced maintenance costs Low/mile operating cost Low driving range Charging stations Distribution Charging Expensive

17. BOSTON MATRIX Relative Market Share (Cash Generation) High Low ? Market Growth Rate (Cash Usage) High $ Low

18. Alternative 1 - Repositioning Advantages Disadvantages Defined target market Competitive advantage Distinction/separation from competitors Costly Risky Can cause confusion

19. Alternative 2 – Co-branding Advantages Disadvantages Boosting brand image Benefits from other company Expanding outside the automobile industry Brand image dilution Complex agreements Culture clash

20. Alternative 3 – Marketing research Advantages Disadvantages Customer involvement Target market Knowledge Unclear information Costly Outdated Research

21. Solution • Repositioning • Why? • Brand position has become confusing • A defined target market • Fiat brand is not well known • Possible target markets: • The suburban commuter • The urban consumer • The independent student

22. Marketing mix Product Price Place Promotion

23. timeline Stage 1: Conducting research Making changes Stage 2: Promotions Nov – April: Viral marketing Dec – April: Newsprint Jan – April: Television commercials Feb – April: Radio, Billboard, Bus ads Stage 3: Trade shows Jan 18-26, 2014 – North American International Auto Show April 18-24. 2014 – New York International Auto Show

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25. Course concepts • Classification of consumer goods • Target market • Market segmentation • SWOT analysis • Competitive Analysis • Positioning • Market research • Marketing Mix

26. 2013 Focus. (n.d.). Retrieved October 2013, from Ford: http://www.ford.ca/cars/focus/trim/?trim=electric Barth, L. (2013, August 14). Car brands: Who owns what?Consumer Reports. Retrieved October 2013, from ConsumerReports.org: http://www.consumerreports.org/cro/news/2009/06/car-brands-who-owns-what/index.htm Beats Audio. (n.d.). Retrieved October 2013, from Beatsbydre: http://www.beatsbydre.com/beats-audio/ Cain, T. (2013, January 22). December 2012 and 2012 Year End Small Car Sales in Canada. Retrieved October 2013, from Good Car Bad Car: http://www.goodcarbadcar.net/2013/01/canada-december-2012-small-car-sales-figures.html References

27. Cain, T. (2011, January 1). Fiat 500 Sales Figures. Retrieved October 2013, from Good Car Bad Car: http://www.goodcarbadcar.net/2011/01/fiat-500-sales-figures.html Cain, T. (2013, October 16). Small Car Sales Figures in Canada - September 2013 YTD. Retrieved October 2013, from Good Car Bad Car: http://www.goodcarbadcar.net/2013/10/canada-small-car-sales-figures-september-2013-ytd.html Cato, J. (2012, August 22). Trending topics in auto industry. Retrieved October 2013, from The Globe and Mail : http://www.theglobeandmail.com/globe-drive/new-cars/auto-news/trending-topics-in-the-auto-industry/article4491650/?page=all Crocker, J. (2013, October). Drive My Brand: FIAT's Search for Success. Retrieved October 2013, from Google-Think Insights: http://www.google.com/think/articles/search-revs-fiat-brand.html Fiat. (n.d.). Retrieved October 2013, from Fiat Canada: http://www.fiatcanada.com/en/500 Fiat 500. (n.d.). Retrieved October 2013, from MSN Autos: http://autos.ca.msn.com/showroom/new-cars/gallery.aspx?cp-documentid=29059022&page=6 History. (n.d.). Retrieved October 2013, from Fiat: http://www.fiatspa.com/en-US/group/history/Pages/default.aspx Keenan, G. (2013, October 1). Vehicle sales hitting top speed in Canada. Retrieved October 2013, from The Globe and Mail: http://www.theglobeandmail.com/report-on-business/chryslers-us-sales-rose-1-per-cent-in-september/article14621411/

28. McCausland, E. (2013, October 1). Chrysler September Sales: Fiat and Jeep Have Tough Month. Retrieved October 2013, from Motor Trend: http://wot.motortrend.com/chrysler-september-sales-fiat-and-jeep-have-tough-month-411907.html#axzz2glT6jVe8 Mini Cooper. (n.d.). Retrieved October 2013, from Mini: http://www.mini.ca/en/mini/cooper/ Origins and development. (n.d.). Retrieved October 2013, from Fiat 500 Club Italia: http://www.500clubitalia.it/index.php/component/content/article/436