comunication plan peugeot rcz

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COMMUNICATION PLAN

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BACKGROUND AND KEY FIGURES

HISTORY

1810: Jean-Frédéric and Jean-Pierre Peugeot started the family business

1847: Jules and Emile Peugeot created Peugeot’s logo (the Lion which embodies resistance and rapidity)

1896: The official foundation of PEUGEOT (previously called “La Société des automobiles Peugeot”) by Armand Peugeot

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CAR MODELS

From familiar cars up to sports cars

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DIRECT COMPETITORS• Alpha Romeo• Audi• BMW• Chevrolet• Fiat• Ford• Honda• Hyunday• Jaguar• Land rover• Mazda• Mercedes

• Mitsubishi• Nissan• Opel• Porsche• Renault• Séat• Skoda• Subaru• Toyota• Volkswagen• Volvo.

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In 2012, the brand sold 1.7 million vehicles, of which 39% correspond to international sales. Market share: 12.7% 32 manufacturing facilities in 6 countries and 211 100 employees 2.9 million vehicles produced and sold worldwide (62% in Europe) The group is operating in more than 160 countries, with 18 000 sales outlets. It enabled to generate 55.4 million euros in revenue in 2012.

FACTSHEET

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MISSION• Major player of the automotive industry with international reach• Strengthen its position as a top-end manufacturer

VISION• Stay a step ahead and move our model ranges upmarket • Become a global group • Set the industry benchmark in operating efficiency • Ensure responsible development

OBJECTIVES 

• Be one of the World´s leading volume carmaker by 2020• Continue to increase the proportion of sales made outside Europe (particularly in China, a high growth

potential market -> +24%) • Designing automobiles and mobility solutions of tomorrow by increasing the number of research centres

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GENERAL STRATEGY

Continue to move to upmarket and Expand internationally with 5 major product launches

• Technological leadership• Consumer’s mobility needs• Ambitious CSP project

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STRENGTHS• Long lasting experience in the car industry• Extensive know how from the drawing board to 

the showroom • Constant innovation and commitment to 

excellence • A “Made in France” guarantee for 7 of its 

vehicles

WEAKNESSES

• Not at the top in term of market share  (few visibility outside of Europe)

• Facing high financial difficulties   • Product mix very focused on entry-level 

vehicles

OPPORTUNITIES

• Emerging markets • Ride the wave of new media channels• Focus on superior environmental performance

through new technologies and eco-friendly actions

THREATS

• Backdrop of contrasting automotive markets • Downtrend in Europe• Political pressure in terms of ecological footprint

SITUATIONAL ANALYSIS

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THE COMMUNICATION PLAN

COMMUNICATION AND SALES OBJECTIVES

1st priority  Maintain sales and if possible, increase them by 20% in France by the end of the year 2014

2nd  priority  Improve brand loyalty by creating a French community homepage in the three-four next months

3rd priority Affirm the strong brand identity by reminding Peugeot’s experience on car industry & project the image of uniqueness through the association to a special French event covered by the media each year (like Cannes festival)

4th priority Think about the RCZ product placement in an action film

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THE MESSAGE“RCZ makes your driving experience unique” “It chooses you, it owns you”Meaning that the RCZ is specially made for our target marketMessage based on Peugeot’s sustainable competitive advantage = Innovation

THE STRATEGYPull strategy -> the customer to the product From a professional and public exhibition to exclusive limited car series

THE COMMUNICATION PLAN

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TARGET AUDIENCE Upper middle class, from 30 to 45 years old

• Have neither family status Career oriented• Young successful professionals, corporate managers, and business owners

living in urban areas• Most are college graduates, community, and social activities• Have a keen interest in obtaining “the better things in life”• Their homes serve as symbols of their achievements• Consumption is often conspicuous (outstanding)

THE COMMUNICATION PLAN

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THE COMMUNICATION PLAN

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RESULTS – Measurements• Internet: the number of ‘Like’ on Facebook page, the time spent on a website, the

comments on blogs => both quantitative and qualitative• Written press: the number of sold magazines• Public relations: coverage in the newspaper• Sales figures from a defined period of time• Number of visits to our car dealers• Number of views of our RCZ R Video on our website

THE COMMUNICATION PLAN

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THANK YOU FOR YOUR ATTENTION