1. Case : SMART Janar Saaron,Rein Püüman, Märt Pilme, kristi Henno

2. SMART- a car produced by one of the leading car manufacturers in the world- • The Daimler Group

3. Strengths of SMART • Economical • Easy to park • Low CO2 emissions • Unique • Safe • Good city-car • Wide selection of different versions

4. 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

5. 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

6. 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

7. 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 infront of different gay-clubs and entertainment facilities.

8. SMART FaBULOUS