Alfa Romeo
1.
Target
Customers/Users
The target customers
Alfa Romeo makes auto
parts, sports cars and yachts. For the car consumer market, Alfa Romeo is
targeting luxury sport car buyers; especially the younger population including
millennials, Generation Y and Generation X. These generations, those ranging
between 25-50 years old, are simultaneously gaining property mostly due to
technology.
Alfa Romeo has
segmented its market into four main groups in the luxury sports car category offering
a product for each group as follows (Alfa Romeo, undated).
Premium sports coupe segment – 4C Coupe
Premium sports sedan segment – 4C Spider
Super sports car segment – Giulia
Premium super sports car segment –
Giulia Quadrifoglio
Alfa Romeo also intends to add two
‘specialty’ categories between 2017 and 2020...
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Marketing mix
The company aims to
catch the customer young and continue to offer their products to the customer
throughout their lives. This can be achieved more by introducing even less
expensive products targeting the first-time car buyer, graduating them to the more
expensive brands as they go up the income bracket (Zoeller, 2016). This would
include cars in the $30,000 price range. Currently, Alfa Romeo cars start at the
$55,000 price range.
The company can then
have a multi-segmented strategy in its marketing mix to ensure it reaches all
its various segments (McDonald, 2012). The messages should be integrated to
ensure...
Demographics and psychographic
information
The age demographic for
the Alfa Romeo brand is between 25-59 years with the typical owner being about 40
years old. The household income for the
Alfa Romeo owner is...
Customers’ values
The typical owner of
the Alfa Romeo will be an ambitious individual with a winning attitude. There
will also be the bon vivant...
2.
Competitors
The main competitors of
the Alfa Romeo brand are luxurious car manufacturers. These are especially
those that...
Product category
Alfa Romeo is a brand
for the luxury car market, offering...
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Frame of reference
Customers can choose
any of four cars that suit...
3.
Unique
Selling Proposition (USP)
Brand’s USP
Uniqueness
Competitive advantage
Attributes and benefits
4.
Positioning
Statement & Motto
References
...
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