Fiat Stilo Case
...sumers buy: Price, Features, Comfort, Size, Brand, Design Highest volume segment (...and growing) Brand images are often created here Where is the market heading? WHICH POSITIONING IS VALUED BY OUR TARGET? Target: From competition; From Fiat; New buyers Product (Highly equipped): 3/5-door: 48% and 52% Equipment: No Base, 52% Active, 44% Dynamic, 4% Abarth Price: Higher end models at high prices, no discounts Promotion: Prices starting at... Technical superiority of “New Fiat” Place: Incentive with not communicated discount Improved sales network (training?) KEY COMPETITORS AND VALUES? Target: Loyals (29% of market and more 5-door); Upgrade Punto customers; Product (Basic Range): 3/5-door: 39% and 61% Equipment: 15% Base, 80% Active, 5% Dynamic, No Abarth Price: Lower end models with low prices, and communicated discounts Promotion: Fiat Stilo with 1.000 € discount Value quality and technology at good price Place: No major changes KEY COMPETITORS AND VALUES? What positioning is most valued by our target market? Are there any other points of differentiation which might be valued by prospective customers? Which positions have many competitors making the same or similar claim? Which positions have few/no competition? Which positions are held by our main competitors? Which one or two positions most clearly differentiate our company/product? Which of these positions provide the best fit with our product and product line positioning strategies? Which of these positions provide the best fit with our company´s goals, values, and capabilities? Which positioning fits with our current channels? Which positioning fits with potential collabora...