CASE : SMART

JANAR S

AARON,REIN

PÜÜMAN, M

ÄRT P

ILME, K

RISTI

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

Wide selection of different versions

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

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

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

*Demonstrating the car on different gay-events (festivals, parades)

*Proud owners of a SMART car will be given the privilege of free parking in front of different gay-clubs and entertainment facilities.

SMART FABULOUS