Presentation on theme: "CASE : SMART JANAR SAARON,REIN PÜÜMAN, MÄRT PILME, KRISTI HENNO."— Presentation transcript:
CASE : SMART JANAR SAARON,REIN PÜÜMAN, MÄRT PILME, KRISTI HENNO
SMART- a car produced by one of the leading car manufacturers in the world- The Daimler Group
STRENGTHS OF SMART Economical Easy to park Low CO2 emissions Unique Safe Good city-car Wide selection of different versions
WEAKNESSES OF SMART Repulsive appearance Uncool Not crash-safe Poor performance on highway Not enough space Too much „turbulence“ in high speed The size of the car isn´t balanced with the price of the car
MARKETING COMMUNICATION ACTIONS DESIGN YOUR OWN CAR! Strengths: SMART has given theyr customers an opportunity to design theyr own car Weaknesses: Too wide variety of designs may confuse the customer
POSITIONING The car should be perceived as a perfect car for homosexuals. The appearance of the car is appropriate for fun-loving homosexuals There are only two seats in the car, which is absolutely enough for one gay-couple ( in most cases gay people doesn´t have children) The amount of homosexuals is growing enormously with every single day and that is convenient marketing opportunity. * The image of the SMART has always been a little-bit gay, so there isn´t any need for drastical changes
COMMUNICATION TOOLS *Demonstrating the car on different gay-events (festivals, parades) *Proud owners of a SMART car will be given the privilege of free parking in front of different gay-clubs and entertainment facilities.