Peugeot : The launch of the 308 CC Model, Hertrich Sylvie / Mayrhofer Ulrike, IAE Lyon : Lyon, 2010
In a context of economic crisis, characterised by a decline in registrations of new cars, the Peugeot brand has decided to launch the new model "308 CC". The model offers a set of features improving everyday comfort: an aesthetic design, an automatic retractable roof, an optimised interior and great acoustics. The objective is to win over new customers and strengthen the image of Peugeot as a leader in the "coupé cabriolet" segment. Prepared in close collaboration with the Marketing Team of Peugeot, this case study presents the marketing plan for the launch of the Peugeot 308 CC model. It provides detailed information about the PSA Peugeot Citroën group, the Peugeot brand, the car market and the "coupé cabriolet" segment. The students are asked to prepare a marketing plan for the French market: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies).
- To familiarise students with the specific characteristics of the car market ;
- To make students aware of the structure of a marketing plan by:
a) conducting an internal and external analysis (strengths/weaknesses, opportunities/threats),
b) developing a marketing strategy (objectives, segmentation, targeting, positioning, sources of volume),
c) elaborating a marketing mix (product, price, distribution, communication).
- To valid the coherence between the different parts of the marketing plan.
This case-study, prepared in close cooperation with the Marketing Team of Peugeot, can be used for a marketing course. The teacher can decide to work on the whole marketing-plan or to focus on the analysis, strategy or marketing-mix. The teaching note included gives information on the solutions actually implemented by Peugeot. A serie of 60 debriefing slides is provided. French version also available : M1636 : PEUGEOT - le lancement de la 308 CC
Temps d'utilisation : plus de 3 heures