Strategic brand management: the group PSA through the brand Peugeot (2009)

Résumé du document

PSA Peugeot Citroën is a world-class European automobile manufacturer that is supported by two generalist brands, Peugeot and Citroën. PSA is Europe's second largest carmaker with 13.8% market share. Commercially located in 150 countries, the Group makes a third of its sales outside Western Europe and is expanding its business in high-growth markets, notably in China, South America and Russia. The development of the PSA Peugeot Citroën Group is based on one strong principle: development of two brands, each with its own identity and specific values, share the same manufacturing, technological and administrative expertise. PSA Peugeot Citroën is developing its business in three other areas: automotive financing with Banque PSA Finance, automotive equipment with Faurecia, and transport and logistics with Gefco. In this report, we will focus on the manufacturing aspect of PSA and especially on the Brand Peugeot and will evaluate the group PSA through the brand Peugeot.

Extraits

[...] Brand positioning Peugeot's positioning is hard to define because of the wide range of product the brand offers. Thus, customer's perception of the brand is hard to precisely define, and engenders negative effects on potential brand attitude and awareness. In fact, Peugeot has been trying to play on several battlefields at the same time, which has not been successful. Its main production concerns main stream cars with medium range of prices, though Peugeot has tried to enter the premium brand market with the launch of the 607, a saloon car made to compete with the traditional German premiums such as BMW, Audi or Mercedes. [...]

[...] Underlying brand values Reliability, looks, performance and innovation: these four values embody the Peugeot brand. This set is based on the broad and innovative appeal of the range as well as on customer satisfaction ii. Enduring brand qualities Quality vehicles and customer focus Peugeot regularly renews and expands its range. It aims to bring all customers the benefits of a range of innovations moving toward sustainable development (gas consumption, pollution issues), while enhancing safety and onboard comfort. Peugeot also embodies a unique style and a hallmark of automotive design, as illustrated by the recent line compact off- roader and 308. [...]

[...] Around 17% of employees are promoted or change job categories every year, while 30% of managers have come up through the ranks. The different negotiations with labor unions lead to the implementation of different tools such as training, retraining and mobility programs, which can be effectively designed and deployed to foster efficiency within the human resources. In 2007, training programs were reshaped to focus on enhancing employee employability. The training catalogue now offers nearly 4,000 courses organized by job track and skills domain. [...]

[...] But in this report, we will only focus on the manufacturing aspect of PSA, and especially on the Brand Peugeot. Indeed, our analysis will evaluate the group PSA through the brand Peugeot. In order to build our analysis of PSA-Peugeot, our report will focus on six different areas of analysis: Brand Audit Brand identity Brand strategy Brand implementation Brand equity Brand valuation The analysis of those six areas will help us to evaluate the PSA-Peugeot brand Brand audit A. Company Since 1972, Peugeot S.A. [...]

[...] The agreement provides a production rate of 30,000 units a year for Peugeot and Citroën ranges. The Peugeot 4007 and Citroën C-Crosser, launched in mid-2007 have been profiting from these agreements. More recently, PSA Peugeot Citroën and Mitsubishi announced that PSA Peugeot Citroën would be supplying Mitsubishi with its 2.2 -litre HDi DPFS diesel engine. This engine will be fitted on the Outlander. PSA Peugeot Citroën has also formed technological innovation partnerships with equipment manufacturers such as Robert Bosch, Valeo, Trèves, Pechiney, Delphi and Magneti Marelli. [...]