Marketing communication plan of Smart

Résumé du document

The formal launch of Smart was cancelled in 1998 due to safety reasons and errors in the process of marketing. However, after two years of continuously promoting and marketing Smart, the sales finally picked up. Overwhelmed by this success, Smart launched its other models that seemed as original as the ones already existing in the market. The model that stood out the most was the minis town two-seater. Smart hoped to reach, with this model, the threshold of the 200 000 unit sales per year. Smart contemplated on restarting its "baby" by using three cylinders of the engine with the assistance from other manufacturers like Nissan and Mitsubishi. In this competitive motor market, the company ?Daimler Chrysler' is working at present on a new version of micro computing. The new arrival had numerous advantages of being spacious, more comfortable highly more economic. It was announced in 2007 and aimed to seduce a wider public and thus conquer new markets.

Extraits

[...] It takes part in the construction of the notoriety of a brand. Smart is also very innovative in the field of creation, and that can be a means in more of captivating the consumers. We chose to use billboards of: 4x3m on corners on “urban furniture” like bus shelter or: - The communication via internet: There will be of course, a part of the Smart site devoted to the new Smart. We will be able to find the advertizing thus there passing to television, all the functionalities of this new version and warp the ranges suggested. [...]

[...] More spacious, more comfortable and more economic, announced for 2007, wants to seduce a wider public and thus to conquer new markets. But Daimler-Chrysler can still keep hope. The town cars are always and more and more in. This type of cars is the queen of urban displacements. And it is what people seek today, because always also in a hurry and impatient. Smart also positions on the market of the companies, since 2004, a smart on two is intended for a company. [...]

[...] It is positionning on the same market: car with two seats and an original design. Moreover, the subaru R1 has a low polluting motor and is general purpose. It is not planned for the moment on the European market. ( Buyer behavior Smart shows signs of anticonformist positioning from its eccentric and frequently renewed colors, its original design and care new style of consumption. It is also a deliberately élitiste vehicle. It has vocation to be the second, even the third car of the household. [...]

[...] They are very centered on themselves and thus very individualistic. However the image and appearance, and what thinks the others (friendly mainly), counts much. They want to be à.la.mode (mass) but to have a style different from the others (individualism). It is a paradox and these two aspects must be taken into account at the time of marketing - Psychological criteria: Motivation of purchase: to Smart becomes an accessory of fashion. Thus the targets will choose Smart because it answers a certain image. [...]

[...] But in a another position. an example of its collection of basket 1st to 21th May find The new Smart signed Vanessa Bruno . 1st at 21th May find the new Smart signed Vanessa Bruno . [...]