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by tamara zondowicz aaron cobb lauren bushnell casey clark n.
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By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Clark PowerPoint Presentation
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By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Clark

By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Clark

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By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Clark

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  1. By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Clark

  2. Leveraging Secondary Brand Associations to Build Brand Equity • Creates strong, favorable and unique associations or positive responses • Reinforces existing associations and responses in a fresh and different way

  3. History & Background • Founded in Ita1899 by a group of investors • Produced Railway engines, carriages, military vehicles, as well as aircrafts • Priced much higher than competitors • In 1908 a Fiat had a price point of $6,400 compared to Ford’s model T which was around $825 • During WWII, Fiat devoted all factories to production of supplies for allies.

  4. Fiat Today • Fiat automotive side generates only 45% of their revenues • Remainder comes from commercial vehicles, construction equipment, etc. • Alliances and joint ventures with Maserati, Ferrari, Ford, Mazda and Chrysler

  5. Geography and Branding • Exports and operates in 80 countries and geographic regions • Uses Italian origin in branding strategy • Consumers often associate Italian cars with: -High performance vehicles -Exotic and sporty -Superior craftsmanship and production

  6. Channels of Distribution • Currently over 70 dealerships in the United States • 9 locations in Texas • Partnership with Chrysler allows for distribution within key growth markets

  7. Co-Branding: Mattel • Barbie celebrates turning 50 • Mattel approached Fiat with request for a customized Fiat 500 • Mattel benefits from Fiat’s modern and exotic associations • Fiat benefits from being associated with an American icon

  8. Co-Branding: Gucci • Fiat teams up with Gucci for 2013 Fiat 500 Gucci Edition • 2 of Italy’s most respected brands in the same package • Mutually beneficial due to a broader market segment that includes consumers from both Gucci and Fiat

  9. Co-Branding: Beats by Dr. Dre • Partnership with BeatsAudio • Integrates HD music experience • Extends Fiat brand to music lovers • Cultivates positive associations with Fiat as a company who appreciates quality sound systems

  10. Licensing • Loews Hotels and resorts offers free • rides in a fiat to guest at Select Resorts • One of the official sponsors at the Sochi Olympics • Jones Soda Partners with Fiat and gives away Fiat 500e to photo contest winner

  11. Endorsements • Fiat has been endorsed by a number of famous celebrities including -Jennifer Lopez -P. Diddy -Pitbull -CatrinelMenghia

  12. Sponsorships • Cross-promotes event and brand partnerships to amplify marketing message • Fiat sponsors the Italian National Football team • Signed to sponsor Vans U.S. Open of Surfing in Huntington Beach California • Surfing sponsorship is geared towards promoting their all electric 500e

  13. Links

  14. Questions