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11042009CHRYSLER
Olivier Francois
11042009CHRYSLER
my Music“One Million Miles Away”
11042009CHRYSLER
my Cars
11042009CHRYSLER
my Kids
11042009CHRYSLER
What matters to me…
11042009CHRYSLER
Chrysler seen from a different Perspectivey p
11042009CHRYSLER
A Frenchman … an Italian company… an American brand
11042009CHRYSLER
The first traveling salesman…
11042009CHRYSLER
“Even sales can be a form of
creative expression.”
11042009CHRYSLER
“There is always a way… there is always a pathway.”
11042009CHRYSLER
“An American sensation”
11042009CHRYSLER
Chrysler’s great heritage and innovations
11042009CHRYSLER
Ironically SimilarIronically similar
CHRYSLER 2009 = LANCIA 2005
11042009CHRYSLER
Historic DNA similarities
CHRYSLERLANCIAPower, Technology and StylingPerformance, Innovation and Design
LANCIA also focused on 3 basics
11042009CHRYSLER
Product Marketingg
Market share(Italy)
4 34.8
NetworkNameplates
4.1
6
4.3
5 4
4.2
4Year 2009 E2006 2007 2008
Best practices set the vision
11042009CHRYSLER
Network
ProductMarket share( US ) 3.4
Name Plates
1.8
5 7Marketing
2009 E 2014 EYear
Product Vision
Network
Product
“ DESIGN AND ENGINEER CARS THAT START OUT REVOLUTIONARY AND END UP TIMELESS”
Marketing
“I gave the public quality, beauty, speed, f t t l d ll t l i ”comfort, style and power, all at a low price”
QUALITY EFFICIENCYVALUE1st Std i b
INNOVATIONSTYLINGPERFORMANCECOMFORT EFFICIENCYVALUEQUALITYINNOVATIONSTYLINGPERFORMANCECOMFORT1st 300 HP Prod. 1st Std. airbagsChrysler Airflow1st 300 HP Prod.1st Minivan
“I gave the public quality, beauty, speed, f t t l d ll t l i ”comfort, style and power, all at a low price”
INNOVATIONSTYLINGPERFORMANCECOMFORT
EFFICIENCYVALUEQUALITY
“I gave the public quality, beauty, speed, f t t l d ll t l i ”comfort, style and power, all at a low price”
EFFICIENCYVALUE1st Std i b
QUALITYINNOVATIONSTYLINGPERFORMANCECOMFORT EFFICIENCYVALUEQUALITYINNOVATIONSTYLINGPERFORMANCECOMFORT1st Std. airbags1st 300 HP Prod.Chrysler Airflow1st 300 HP Prod.1st Minivan
EFFICIENCYVALUEQUALITYINNOVATIONSTYLINGPERFORMANCECOMFORT
MPG
RESPONSIBILITYCRAFTSMANSHIP PRIDEREFINED PROVOCATIVE INTUITIVEBALANCEDCHRYSLER ATTRIBUTESCHRYSLER ATTRIBUTES
Product Priorities
11042009CHRYSLER
• Expand product portfolio
• Improve quality and craftsmanship
• Create exciting design
1. Leverage relationship with Fiat Group and share platforms
2. Create cars that embodies timeless elegance
“Design cars that start out revolutionary and end up timeless”
Product PlanComing in Q1 2010
11042009CHRYSLER
Target youth: 300 Sport edition
Target affluent young families: Town & Country Fashion Edition
Target trend setters: PT Cruiser Final EditionTarget trend setters: PT Cruiser Final Edition
Target coastal states: Sebring Ocean Edition
Product PlanComing in Q4 2010
11042009CHRYSLER
Reshape Sebring to expand Chrysler’s D segmentReshape Sebring to expand Chrysler s D segment market share and further elevate brand equity
Refresh Town & Country
Network Vision
Network
Product
“A WAVE OF PRIDE THAT STARTS ON EVERY SHOWROOM FLOOR”
Marketing
11042009CHRYSLER
“A window to the customer”
“Because pride is wonderful feeling and we want everyone of our customer to experience it”
Marketing Vision
Network
Product
“A WAVE OF PRIDE THAT STARTS ON EVERY SHOWROOM FLOOR”
Marketing
Marketing Vision
DIFFERENT:“If you want to be noticed, you must be different.”
Coco Chanel Network
REMEMBERED:“Elegance is not being noticed, but being remembered.”
Giorgio Armani
Product
ASPIRATIONAL:Marketing
“I don’t design clothes, I design dreams.”Ralph Lauren
Product CatalogsAdvertising
Catalogs
MerchandisingMerchandising
Websites
AutoshowsShowroom
Marketing Vision
11042009CHRYSLER
Auto ShowsAuto Shows
Spring Fashion CollectionSpring Fashion Collection
Marketing Vision
11042009CHRYSLER
Brochures
Marketing Vision
11042009CHRYSLER
Website
Product CatalogsAdvertising
CatalogsProduct (COMING Q1 2010)Catalogs (COMPLETED)
Advertising (COMPLETED)
Merchandising
Websites
Showroom
Websites (COMING Q1 2010)
Showroom (COMING Q4 2010)LogoLogo
Autoshows
Showroom
Shows (COMING Q1 2010)
Showroom (COMING Q4 2010)
Chrysler Brand U.S. Total Volume & Share Growth Timeline
D SegmentB, C, D, CUV-Segment
535497
3.3%
2 6% 2 6%
3.3%3.4%
sand
s) U.S
D-SegmentMinivan
327
275
354
4674972.6%
1.8%
2.1%2.2%
2.6%
al V
olum
e (T
hous
. Total Share (Pe
182
232275
U.S.
Tot
aercent)
2007 2008 2009 E 2010 E 2011 E 2012 E 2013 E 2014 E
11042009CHRYSLER
“The future belongs to those gwho believe in the beauty of their dream.”
Eleanor RooseveltEleanor Roosevelt
11042009
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