Marketing Mix Strategies for the

Jeep BrandKimberly Conrad

Northcentral UniversityAugust 26, 2016

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Introduction• Vision, Mission and Strategic Objectives• Vehicles discussed include• Wrangler• Cherokee• Renegade

• Marketing Mix Strategy review• Product• Price• Place• Promotion

• Jeep and Sustainability

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• Reduction of the environmental footprint• Safety and connected vehicles• Increasing product competitiveness

Vision

• Practice unwavering commitment to strength and meaningful engineering

• Forging an extraordinary, uncommon bond between the vehicles and their owners

Mission

• Achieving long-term value creation for stakeholdersStrategic

Objectives

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Jeep WranglerPatriarch of the Jeep brand

Developed in early 1940’s for US Army and allied troops during WWII

Utilitarian vehicle in its early years

Developed a fun, adventurous off-roading persona

Ranked highest in performance

Owners have an emotional and relational attachment

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Product and Price Strategies

Product• Trail Rated criteria• Additional features• Partnership with Mopar for

accessories• Eco-Wranglers in development

Price• Affordable and competitive• Special event, seasonal and

MSRP sales• Special incentives• Leasing options• 0% financing

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Place and Promotion Strategies

Place• Originally sold in US only• Introduced oversees in 1995• Italy plant built in 2015 to

meet European demand

Promotion• Traditional media• Partnerships• Content marketing• Marketing campaigns

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Jeep CherokeeDescendant of the Wagoneer

Debuted in 1984

Ideal for customers with active lifestyles

First to offer options in 4x4 system

Off-road capabilities and aftermarket modification availability

Received accolades since its debut

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Product and Price Strategies

Product• True to Jeep Heritage• More sophisticated audience• Interior features• Exterior features• Capabilities

Price• Inching toward luxury SUV• Special event, seasonal and

MSRP sales• Special incentives• Leasing options• 0% financing

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Place and Promotion Strategies

Place• Worldwide manufacturing and

sales• New plants • Increased dealership

Promotion• Traditional media• Ambassadorship • Content marketing• Marketing campaigns

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Jeep RenegadeBaby of the Jeep family

Released in 1985

Designed in US, crafted in Italy

Sold in over 100 countries

Continues to uphold mission and heritage

Unique qualities

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Product and Price Strategies

Product• Foreign market focus• Subcompact SUV• Trail Rated• Exterior• Interior

Price• Very competitive price• Special event, seasonal and

MSRP sales• Special incentives• Leasing options• 0% financing

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Place and Promotion Strategies

Place• Designed for global market• Produced in US, Japan, China,

Italy & Brazil• Increasing dealerships

Promotion• North American Music

Campaign • Integrated Marketing

Communications• Sponsorship

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Jeep and SustainabilityFCA’s approach to sustainability is based on aligning the Company’s projects and initiatives to ensure that value is generated responsibly through the incorporation of economic, environmental and social aspects into its business decisions.

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Conclusion• Vision, Mission and Strategic Objectives• Vehicles discussed include• Wrangler• Cherokee• Renegade

• Marketing Mix Strategy review• Product• Price• Place• Promotion

• Jeep and Sustainability

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ReferencesChrysler Corporation LLC. (2014, October 22). Dodge and Jeep® Brands Take Home Trophies at 11th Annual Carspondent.com Active Lifestyle Vehicle Awards Competition. Auburn Hills: PR Newswire. Retrieved from PR Newswire: http://www.prnewswire.comFCA Group. (2016). 2015 Sustainability Report: Our Business Model. Retrieved from FCA Group: http://reports.fcagroup.comFCA US LLC. (2016). 75 Years of History: A Lifetime of Adventure. Retrieved July 28, 2016, from Jeep: http://www.jeep.comFCA US LLC. (2016). Jeep Capabilities. Retrieved from Jeep: http://www.jeep.comFiat Chrysler Automobiles. (2013). Annual Report. Turin, Italy: Fiat S.p.A.Fiat Chrysler Automobiles. (2014). Innovation. Retrieved from Fiat Chrysler Automobiles: http://www.fcagroup.comFlak, A. (2014, January 21). Fiat completes buyout of U.S. carmaker Chrysler. Retrieved July 28, 2016, from Reuters: Business: http://www.reuters.comGreimel, H. (2015, September 28). Designing Jeep for new era of overseas conquests: Brand walks ‘fine line’ between American DNA, world tastes. Automotive News, 89(6692).LeBeau, P. (2016, January 24). Jeep to expand production to meet demand. Retrieved from CNBC: Behind the Wheel: http://www.cnbc.com

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References ContinuedLightspeed GMI; Mintel. (2015). Perceptions of auto brands, trust, loyalty - US. Mintel Group Ltd. Retrieved August 6, 2016, from http://0-academic.mintel.com.library.acaweb.orgLockrey, S. (2015). A review of life cycle based ecological marketing strategy for new product development in the organizational environment. Journal of Cleaner Production, 95, 1-15.Mintel. (2012, April). SUVs and CUVs - US. Retrieved from Mintel Group Ltd.: http://0-academic.mintel.com.library.acaweb.org/display/619998/Nudd, T. (2013, October 28). The World Is Big Again in Jeep's 'Built Free' Campaign for the 2014 Cherokee. Retrieved from AdWeek: News: http://www.adweek.comSnavely, B. (2015, March 2). Jeep: From made in America to made on four continents. Retrieved from Detroit Free Press: http://www.freep.comUS News and World Report. (2016). Compare Nissan Xterra vs. Jeep Wrangler vs. Subaru Forester. Retrieved from US News and World Report: Car Comparison: http://usnews.rankingandreviews.comVijayenthiran, V. (2016, January 28). FCA Confirms Diesel, Hybrid Versions Of Next-Gen Jeep Wrangler. Retrieved from Motor Authority: SUV: http://www.motorauthority.comVijayenthiran, V. (2016, January 12). Hellcat-Powered Jeep Grand Cherokee Here By End Of 2017: Official. Retrieved from Motor Authority: http://www.motorauthority.comWashington, F. S. (1998, April 20). Ford and Jeep opened gates to luxury utes. Automotive News, p. 20.