Peugeot in Brief • Motion and emotion • 60 million vehicles sold all around the world • Over 200 years history • Integral mobility package: personal cars, utility vehicles, scooters, bicycles and wide range of services • Upmarket positioning • Global sales of its premium vehicles represent nearly 1/5of the total achievements for the year • Present in 160 countries
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2.1 Products • How are the online activities used to augment the product? • In every country where Peugeot sells its products, it maintains a corporate web site where in the Servicing&Support customers can find information about: • Services • Maintenance • accessories • Peugeot warranty • Peugeot accident assistance
2.2 Product How are the online activities used to provide its product mix • How are the online activities used to provide its product mix ? • Peugeot uses online catalogues, where it lists all of its current model, their technical characteristics, price, service and warranty conditions and delivery terms.
How are the online activities used to impact product life cycle ? • The company uses digital buzz blogs and a variety online advertisements to promote its products, and thus boost sales. • An example of its effort to increase popularity is the Carkour' online advertising campaign. • The ‘Carkour’ campaign will aim to encourage drivers to use the car in order to gain an ‘exciting perspective’ on life in their city, and will feature a video running across both the Peugeot UK website and its YouTube page, as well as a behind-the-scenes film and 20-second YouTube pre-roll. http://www.youtube.com/watch?v=MtcMETGiA34
3.0 Corporate blogs • The company uses two types of corporate blogs – internal and external: • Internal - generally accessed through Peugeot’s Intranet, and can be viewed by any employee. The informal nature of these blogs is to encourage: • employee participation • free discussion of issues • collective intelligence • direct communication between various layers of the company • a sense of community
3.1 Corporate blogs • External - An external blog is a publicly available weblog where company employees, teams, or spokespeople share their views. • It is often used to announce new products and services , to explain and clarify policies, or to react on public criticism on certain issues.
3.2 Corporate Blogs • The company maintains a separate blog in each country, where it is present.
3.3 Corporate blogs • Peugeot also administers different blogs for the different models of cars it sells. There the owners of the respective car models can share opinions, submit suggestions, or request help on certain issues. • Examples include: • My203club • My205club • My206club • My207club • My308club