Marketing Plan On Alfa Romeo

MARKETING STRATEGIES:

TARGET MARKETS:

Alfa Romeo is a sophisticated brand that caters to a very niche market. The potential customers have an inherent passion for racing in them.

Demographic Segmentation:

Since more than 75% population of Australia live a cosmopolitan lifestyle in the cities, it is imperative that there is suitable brand presence in these localities.

It is generally men aged 25-35 who prefer to use Alfa Romeo MiTo.

The Alfa Romeo MiTo starts from a price range of $32,000. People with a budget to $30000+ should be targeted.

Psychographic Segmentation:

Prospective owners are savvy towards automobile racing history. They lead an above average lifestyle and take care of how they are seen in public. They have a distinctive personality and they associate themselves to an Alfa Romeo’s unorthodox styling.

Behavioural Segmentation:

Alfa Romeo has a very loyal customer base. Usage is going to be everyday inside city driving with an occasional highway trip. Generally in a very loyal market is very difficult to increase the customer base.

Alfa Romeo has a wide range of cars that have distinctive traits but are unified in their passion for automobile racing and unique distinctive looks. Hence, Alfa Romeo has to follow concentrated marketing so as to achieve good sales volumes in each specific model.

Alfa Romeo has to build on its distinctive traits and unconventional styling patterns. It has a very good history in automobile history. It needs to build on these factors.

PRODUCT STRATEGY:

• The core product is the automobile itself. It offers the functionality of transporting from A to B.
• The actual product has a number of virtues built into it such as the features, styling, branding, quality etc.
• The Alfa Romeo MiTo is a premium small car. Providing a world class and exclusive styling is of prime importance. It is a designed with an exclusive three door coupe styled concept. It has the traits of the Alfa 8C Competizione which was voted as the world’s most beautiful car in 2008.
• Interiors have to be made with high end finish levels that are found in the cars in the segments above it. Very good sound proofing should be provided as well to give the upmarket feel.

The MiTo should be rich with features. Along with the usual goodies such as ABS, cruise control, Airbags etc, we should include exclusive features like the Blue & Me technology patented by Fiat. This is clear area to establish technological superiority. Driver and occupant safety is of prime importance. (Alfa Romeo brings style and performance to a new market sector in New Zealand, 2008)

The engine and transmission is another important feature of the MiTo. It has to provide an engaging and rewarding driver experience.

The MiTo comes with the Alfa DNA system. This system has three ride setting specified as Dynamic for the super sport driving conditions, Normal for inside city driving and All weather setting for maximum safety and grip levels. Depending on the setting that is chosen, the system controls the engine response, brakes and steering to respond according to the customer’s wishes. (Alfa Romeo D.N.A system, 2009)

Extended warranty, free after sales service and free membership to the Alfa Romeo owners club for a limited period of time can be offered as exclusive value adds. These form the augmented products.

 ‘Consumers view a brand as an important part of the product and hence branding can add value to the product and allows the company to charge extra’ (Kotler et all, 2010, p.311)

Hence relating Alfa Romeo MiTo to its racing heritage and the famous people it was associated with would help create unique brand equity.