Presentation on theme: "By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Cl"— Presentation transcript
Slide1
By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey ClarkSlide2
Creates strong, favorable and unique associations or positive responses
Reinforces existing associations and responses in a fresh and different way
Leveraging Secondary Brand Associations to Build Brand EquitySlide3
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. Slide4
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 Slide5
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 Slide6
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 Slide7
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 iconSlide8
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 FiatSlide9
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 systemsSlide10
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 winnerSlide11
Endorsements
Fiat has been endorsed by a number of famous celebrities including
-Jennifer
Lopez
-P
.
Diddy
-
Pitbull-Catrinel
MenghiaSlide12
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
500eSlide13
LinksSlide14
Questions
