Automotive
___________Launch of a new automotive brand
INITIAL SITUATION
Faced with a highly competitive market and entering from the automotive Segment C, we helped in the implementation of a new automotive brand through the analysis of the appropriate target (strategic value segments) that supported the communication in general, the message in particular, the plan. of media and brand positioning, detecting main differentiating attributes and operational consumption levers through positioning engineering.
METHODOLOGY
OBJECTIVES AND RESULTS
Detection of a complete photograph of the main segments generated by the market.
Analysis of the value segments closest to the new vehicle.
Instrumentalize the main lines of action for each value segment.
Analysis 'pricing' to determine the psychological price structure through photographs and model description.
Determine the main axes of communication for the advertising agency.
