 Situation Analysis
 Marketing Mix- Product, Price, Place,
Promotion
 Segmentation, Target, Positioning
 Competition
 SWOT Analysis
 Marketing Objectives
 Marketing Strategy
 Marketing in the Media

500 C
500
500 Abarth
500 L
500 e

 Fiat 500 MSRP: $16,195
 500 c MSRP: $19,695
 Fiat Abarth MSRP: $22,095
 500 e MSRP: $ 31,800
 500 l MSRP: $19,195

 Fiat is a world wide brand.
 Based out of Italy
 Also big in America, Brazil, Poland, and Argentina
 Rated 4 th in Europe for production and 11 th worldwide

 Eco-Friendly with a Sexy Edge - each of these models come with the advantage of good fuel economy and low CO2 emissions
 Minimum of 28 MPG in the turbo and a whopping 122 MPG in the 500e. Other models fall in between these numbers.

 Behavioristic- Fuel Efficient, compact, good for commuting
 Geographic- Great for urban consumers because it is great on fuel. Also, it is the ideal size to maneuver through that tough noon traffic of the city. You can make parallel parking look easy! Puts off low emissions.

 Demographic- Consumers between the ages of 20-28. It is affordable for most incomes, especially those just out of college who are looking for a nice vehicle to start your life in with entry level pay. Would also be a fun new toy for retirees.
Not great for families much larger than three.
 Psychographic- Low CO2 emissions( 97g/km- lower than most competitors), Fun to drive, Great for commuters.

 User Rate: Heavy User - product will be used everyday
 User Status : First-Time Users and Potential
Users - allows us to expand our brand to users looking to buy first brand-new vehicle, or it would be a good trade for those wanting to get rid of SUVs and trucks.

 Younger generation drivers around the ages of 20-28.
These vehicles are ideal for consumers looking to buy a brand new vehicle that want stylish yet affordable.
Consumers will love this eco-friendly vehicles because they comparatively have some of the lowest emissions and highest MPG. Wonderful for heavy commuters.

PR O D U C T PO SITIO N IN G



 Mini Cooper
 Volkswagen Golf
 Chevy Spark
All are compact, hatchback, and fuel efficient
 Lead on Competition- Lower Emissions, Higher MPG, Lower
MSRP

Strengths
• Blue&Me- hands free calling
• Fuel Economy
• Fun to Drive
• Easy handling and shifting
• Stylish
• Safe
Weaknesses
• Interior plastics are
“cheap”
• Small Cabin Space
• Slow acceleration
Opportunities
• Focus on college students and consumers without families
• Focus on the “FUN” factor
Threats
• Not a good family vehicle
• Although it has good handling the acceleration is slow and power is a little low. This may diverge male drivers

 Increase sales by 4% per quarter putting an increase of 16% annually
 Raise the average amount of units sold per dealership by 8-10 units per month

 INCREASE SALES - Increase the amount of sales to college graduates.
• How? Offer incentives for grads such as
$0 with your college diploma or $500-
1000 “Grad Cash”

 Improve Product Awareness
• Target our audience by marketing campaigns on college campuses across the country.
• Offer opportunities for test drives-
Maybe even a test track
• Provide a fun atmosphere to catch attention: Music, Prizes, Games, act…

 Print Media- Magazines for younger generations: Seventeen,
Cosmopolitan, Sports Illustrated, Rolling Stone. Magazines for eco-loving consumers: Eco-Generation, Community Seeds
 Billboards: Fun and attractive posters in urban areas and college towns
 Television: Commercials on stations like MTV, VH1, Comedy
Central, E!, Act….

 Contract with celebrities or public relation agencies to bring attention to Fiat.
 Corporations and small companies could use our vehicles as company cars but also use it to advertise their company or product.
 Start a Facebook page and have people follow Fiat on twitter.