Karina Alvarez

Sabah Ashraf
Annalisa Bove
Mara Gonzalez
Torrean Slaughter
Marvin Ting
Kimberley Valderas
Overview
I. History
II. Campaign Efforts
III. Brand Analysis
IV. Market Analysis
V. Suggestions Moving Forward
VI. Budget & Rationale
VII. Conclusion



Brand History
F.I.A.T (Fabbrica Italiana Automobili Torino) was founded on 1899 by Giovanni Agnelli
and other investors.
Headquarters in Turin, Italy.
FIAT Group currently produces vehicles for: Chrysler, Dodge, Ferrari, Jeep,
Maserati, and Ram Trucks.
Acquired Chrysler on January 2014.
One of the largest vehicle manufacturers in the world
FIAT Factories are located in the following countries:
Brazil, Argentina, Yugoslavia, Poland, Russia, Bulgaria, Turkey, Spain, Ethiopia,
Egypt, India, Pakistan, North Korea, China, United States

History of the Fiat 500
The Fiat 500 was first introduced in 1948.
It was designed as a economy car, a low cost
automobile, for the post-war market.
2-door coupe body with sun-roof
Fiat retired the 500 line in 1975

The Fiat 500 line was re-introduced in 2007.
The current 500 line has a huge selection of custom
parts, a big reason for its popularity.
Fiat sold its 1 millionth 500 model in November
2012.
All FIAT models have various versions.

Past Campaigns Efforts
In 2007
Celebrity focused
expensive and unsuccessful
no clearly defined target market
Present
Celebrity focused
Young and trendy adults between the ages of 20- 40 yrs

Determined through the use of celebrities, music, and
particular social activities that appeal to that age
demographic.

What Fiat Did Wrong
Fiat was unable to effectively introduce the correct
car model in US. Due to their inability to accurately
understand the US market, Americans responded
negatively to Fiat launch leading to poor sales.


I dont think we have a car problem; people love the
car. I think we have an awareness problem.
Olivier Francois, Chief Creative Officer of Fiat Auto
brand and Chrysler brands worldwide

SWOT Analysis
Strengths Weaknesses
Opportunities Threats
Target is a heavy user of the internet
Market trends to efficient cars
Small cars is a growing market
Trendy look

Consumer mindset
Competitive market
Still a niche Market
Low brand recognition
Tarnished reputation
Poor market share in US
Resources
Affordable Price
Foreign popularity

Competitive Analysis
Fiat 500
2012
Smart
Fortwo
2011
Mini
Cooper
Hardtop
2011
Ford Fiesta
SE
Hatchback
2012
Toyota
Yaris 3-
Door L
2012
Scion IQ
2011
Honda Fit
2012
Price
(MSRP)
$15,500
USD
$12,490
USD
$20,100
USD
$15,500
USD
$14,115
USD
$16,020
USD
$15175
USD
Gas
Mileage
30.5 MPG 37 MPG 33 MPG 33 MPG 34 MPG 37 MPG 30 MPG
Power 101 HP 70 HP 121 HP 120 HP 106 HP 94 HP 117 HP
City Gas
Mileage
27 MPG 33 MPG 29 MPG 29 MPG 30 MPG 36 MPG 27 MPG
Seating
capacity
4
passengers
2
passengers
4
passengers
5
passengers
5
passengers
2
passengers
5
passengers
Engine
Type
1.4L 4-
cylinder
1.0L 3-
cylinder
1.6L 4-
cylinder
1.6L 4-
cylinder
1.5L 4-
cylinder
1.3L 4-
cylinder
1.5L 4-
cylinder
Warranty:
Bumper-to-
Bumper
4
years/50,0
00 miles
2
years/24,0
00 miles
4
years/50,0
00 miles
3
years/36,0
00 miles
3
years/36,0
00 miles
3
years/36,0
00 miles
3
years/36,0
00 miles
Perceptual Map
Expensive
Affordable
Conservative
Trendy
Fiat 500
Mini Cooper
Smart Fortwo
Scion iQ
Ford Fiesta
Volkswagen Beetle
Honda Fit
Toyota Yaris
Our Goal!
Increase brand awareness by 35% in 2015
Create a more defined target audience
Increase resources put into SEO & Social media to
insure that Fiat ads are displayed at the top of
mobile and desktop searches for the young market
Digital and technological savvy brand
Increase sales/market share by 15% in 2015
Meet the Target
Austin Sutch
Age: 21

For the Art

Love my 500L - and it is
HUUUUUUGE! Plenty big for
hauling around the wares of our
pottery business, stylish inside and
out, and the 6-speed manual is a
blast. Thanks FIAT!
Patte Barry
Age: 27

For the Memories

I remember riding in the front
seat of my dads Fiat growing up.
For graduation I told him, I would
only accept a Fiat- just like Dads!
Charlie Viera
Age: 65

For the Italian Lifestyle

My Fiat gives me everything I
need, including Italian style, and
leaves off everything I don't need,
like excessive costs of ownership."
Positioning
The Fiat 500 focuses on retro and modern
vehicles showing that consumers can keep it
classic or current.
Creating products such as the Fiat 500 1957
edition gives consumers an option to either
remain technologically savvy or classic.
Some within this current generation (x & y) are
into the classic model of vehicles. Because of this,
this model appeals to them as well as the baby
boomers.




Classic vs. New Age

Campaign Rationale
This approach was recently used by Apple to
promote their 30
th
year anniversary

Benefits
Can help with brand perception from the past
We were x -but this is where we are now
Entices those who once owned a Fiat
Shows the brand has history (expertise)
Fiat Sweepstakes
Any one from the age of 21+ can participate within the Fiat
Sweepstakes. He or she must take a photo with the Fiat and post
the picture on either Twitter and or Instagram with the hashtag
#ModernVsRetro.

GRAND PRIZE
Trip to London and Rome for 7 Days w/Guest
3 Days in London, England
Full James Bond Experience
4 Days in Rome, Italy
Allowance of $5000 cash for the week
Luxury of exploring the city with a Fiat
Second Grand Prize
Second contest winner will win the opportunity to
have dinner with James Bond himself, and a few
others of the main cast of the film.
Third Grand Prize
For the 3 contest winners that came close to
winning will receive a gift basket with the entire
collection of the James Bond Films that have ever
been made plus bags of coffee, wine and chocolates
straight from Italy.
When will this take place?
Launches May 2014
Month long contest to allow opportunity for Fiat consumers (new & old) to
become involved and aware of the sweepstakes.

How will they hear about it?
The commercial centered around the sweepstakes
The commercial will start out in black and white, where a classic model fiat is
speeding through the streets of London, with James Bond behind the wheel.
As James Bond continues to drive, the color of the screen begins to change
and the parts of the classic Fiat model begins to transform to a modern
version of the Fiat. James Bond (latest actor) will be driving the car and we will
use CGI to make him appear older in the beginning of the commercial so we
can transition his appearance to his younger self within the modern Fiat
segment in the commercial.

Channels: NBC, ABC, CBS, FOX
PRIME TIME: Evening shows
COST: $12,354,204
Fiat Sweepstakes
The Fiat Experience Tour/Exhibition
Classic made modern Fiat that graphically represent the specific
community through live performance art pieces by professional artists

Booths with Fiat Swag; mini fiat key chains, pens, toy cars, and shirts.

Cars created at the events will be collected 1 week later to be auctioned
off to promote the education of the Arts




The Creative Market

The fiat with the most votes from social media will be used in
the next fiat commercial

Fiat Swag
Key Chains Fiat Toy Car
T-Shirt
Pen & Notepad
10 Cities in 5 Weeks
The Fiat Experience Tour
Total Cost to Buy Classic Fiats for The Tour: $218,600
Total Cost of the Tour: $6,368,600

Social Media
Instagram & Twitter
People will take pictures of Fiats and post them
with the hash tag #ModernVSRetro to create
awareness of the tour and sweepstakes. The
hashtag will be introduced along side the James
Bond campaign, but afterwards will continue to
drive the message that Fiat is cannibalizing its
old Fiat line by making it modern.

Facebook
Facebook- People will reminisce the old days by
sharing their stories with pictures of older Fiat
models and their experiences with the modern Fiat
models. Here we will tap in to the memories of those
who have been long time loyal users of Fiat.
Use the hashtag #TBTFIAT

We based our Network TV selection
on the most popular programs within
our demographic. For men, we found
that 60 minutes and Two and a Half
Men held 17.4%, and 20.6%,
respectively of audience rating
Network TV Rationale
For our female demographic,
Simmons research showed American
Idol (14.5%), Criminal Minds (15.6%),
and Greys Anatomy (16.7%) to hold
the highest viewership.
Television
Main Commercial
The beginning of the commercial will be an old
family video featuring a parent with a fiat car
(classic model) then the commercial will transition
to present day with the parent giving his/her child
a modern Fiat model. The commercial will reflect
memories, legacy and the aspect of classic vs.
modern
Channels: NBC, ABC, CBS, FOX
Airing: Prime Time (7PM-9PM)




Network TV Budget for General Fiat Advertising
60 Minutes Criminal
Minds
Two and a
Half Men
American
Idol
Greys
Anatomy
Total


$117,966x2=
$235,932


$141,521x2=
$283,042


$247,261x2=
$494,522


$296,062x2=
$592,124


$226,707x2=
$453,414


$2,059,037x
12 =
$24,708,444
These are the channels that we will be airing both the sweepstakes and
television commercials on. We wanted to focus on these channels because
they are general and reach our target audience. The time period that the
commercials will air on (Prime Time) increases the possibility of reaching
more people to inform them of the product, brand, and sweepstake.
Network TV Budget for Fiat Sweepstakes
60 Minutes Criminal
Minds
Two and a
Half Men
American
Idol
Greys
Anatomy
Total


$117,966x3=
$353,898


$141,521x3=
$424,563


$247,261x3=
$741,783


$296,062x3=
$888,186


$226,707x3=
$680,121


$3,088,551x
4 week =
$12,354,204
These are the channels that we will be airing both the sweepstakes and
television commercials on. We wanted to focus on these channels because
they are general and reach our target audience. The time period that the
commercials will air on (Prime Time) increases the possibility of reaching
more people to inform them of the product, brand, and sweepstake.
Magazine Rationale




161% more likely to
read

FIAT is known to be
stylish/trendy
104% more likely to
read

Matches our Target
Market






80% more likely to
read

Large & Diverse
Audience
32% more likely to
read

Large Audience
Magazine Budget
InStyle Forbes Time Rolling Stones






Total
$180,500 (with
6% off) =
$169,670 x 12 =

$2,036,040
$208,700 x 12 =



$1,252,200
$353,000 (with
15% off) =
$300,050 x 12 =

$3,600,600
$215,850 (with
15% off) =
$183,472.50 x
12 =

$2,201,670




$9,090,510
Conclusion
Classic Vs Modern
In conclusion we decided that Fiat has
prospered from its tarnished 2007 premiere.
With our ideas and through the use of social
media, contests, and focus on newly thought
about target market many more people today
recognize that the Fiat 500 is a practical,
trendy, and sporty Italian car brought to
America.

Thank You