Peugeot_marketing_plan2005

Peugeot_marketing_plan2005 - Marketing Fundaments 1012...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing Fundaments 1012 Peugeot 407 HDi Marketing Plan EXECUTIVE SUMMARY The 407 HDi is the latest release from French car manufacturer Peugeot. It is one of the most important releases for the company in recent times and comes after several years of development. The 407 range replaces the 406 product range. It boasts the current iteration of Peugeots class-leading High-Pressure Diesel Injection (HDi) technology whose fuel economy is a world standard. It will be launched in the first quarter of 2005 1
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
and it will be firmly targeted towards middle-aged people who do not have dependent children. The 407 HDi will be sold through the Peugeot dealer network. It will be priced at $45,990 and employing a market penetration strategy as, while it is an innovative product, it is entering a segment with a high level of competition and must be priced aggressively relative to the competition. The 407 HDi will be positioned as a safe, comfortable, well-equipped, economical medium-sized European luxury car. The major issue facing the 407 HDi is the fact that similar technology is on the way from competing manufacturers. Audi, BMW and Mercedes-Benz are all finishing development on technology that many believe will be superior to Peugeot’s. The best way to counter this is to launch in early 2005 and beat the competition to market and capitalizing on the fact that the 407 HDi will be the class leader for 6 months. Peugeot must conduct a focused and aggressive marketing plan to ensure that as many people as possible know about the 407 HDi and it’s features. The more that consumers know about the car, the more likely they are to choose it over competitor’s makes. TABLE OF CONTENTS 1. Market Overview …………………………………. 2. Environments …………………………………. 3. SWOT Analysis …………………………………. 2
Background image of page 2
4. Objectives and Issues …………………………………. 5. Marketing Strategy …………………………………. 5.1 Target Market …………………………………. 5.2 Positioning …………………………………. 5.3 Product …………………………………. 5.4 Price …………………………………. 5.5 Place …………………………………. 5.6 Promotion …………………………………. 5.6.1 Promotional Message …………………. 5.6.2 Promotional Mix …………………. 5.6.3 Promotional Budget …………………. 6. Implementation …………………………………. 7. Controls …………………………………. 8. References …………………………………. 1. Market Overview The mid-size luxury car market is one of the most rapidly changing and highly competitive areas in the Australian automotive market. Due to rising fuel costs and changing attitudes, sales of large cars and falling and sales of small and medium-sized cars are rising. This market is full of competing manufacturers from both here in Australia and overseas. Most of these vehicles fit into the $40-$50,000 price range.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 12/12/2011 for the course MARK 1021 taught by Professor Mahhamde during the Three '11 term at University of New South Wales.

Page1 / 16

Peugeot_marketing_plan2005 - Marketing Fundaments 1012...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online