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Case : SMART . Janar Saaron,Rein Püüman, Märt Pilme, kristi Henno. SMART- a car produced by one of the leading car manufacturers in the world- The Daimler Group. Strengths of SMART. Economical Easy to park Low CO2 emissions Unique Safe Good city-car

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case smart

Case : SMART

Janar Saaron,Rein Püüman, Märt Pilme, kristi Henno

slide2

SMART- a car produced by one of the leading car manufacturers in the world-

  • The Daimler Group
strengths of smart
Strengths of SMART
  • Economical
  • Easy to park
  • Low CO2 emissions
  • Unique
  • Safe
  • Good city-car
  • Wide selection of different versions
weaknesses of smart
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
marketing communication actions
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

positioning
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
communication tools
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.