Alfa Romeo

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

Alfa Romeo (undated). http://alfaromeo.com. Accessed August 18, 2016.
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