Marketing Plan On Alfa Romeo

                                Marketing Plan PHASE 1

EXECUTIVE SUMMARY:

Alfa Romeo is a premium car brand that is part of the Fiat group of companies. The Alfa Romeo brand has been active in Australia but has a minimum market share in its respective markets. The Alfa Romeo MiTo is the latest model launched worldwide by the brand in 2008. The MiTo is a premium small car which is directly pitched against the Mini Cooper that is being sold through the BMW network. The Mini Cooper is currently the market leader in this market and currently enjoys a significant premium on its price.

This report analyses the brand Alfa Romeo with its internal and external factors. The Internal factors looks into its current product range, sales channel, competitors Analysis and a SWOT analysis of the brand. The external factors discuss the current scenario in the Australia in terms of its demography, culture, economy and current political situation towards the automobile industry.

Keeping in mind the Alfa MiTo and the internal and external factors, a marketing strategy has been created for the product, promotion, price and the place. Following this analysis, recommendations for the action plan have been provided with the time line for each action. This plan would give a significant boost in the sales of all Alfa Romeo models and specifically the Alfa Romeo MiTo.

Alfa Romeo – The Company:

Alfa Romeo is a premium car brand that was established in the year 1910. This is the hundredth year of existence for the brand. To commemorate the landmark, the Alfa Romeo club promoted their products by organising weekend event’s at Phillip Island on March 13&14 2010. There are lots of races, sprint races and parade laps for the non competing cars as well. The aim is to have the biggest gathering of Alfa Romeos in Australia. (Phillip Island Photo Opportunity 14 March, n.d)

Many famous personalities have been associated in creating the Alfa Romeo legend. Nino Farina won the 1’st Formula 1 championship with Alfa Romeo. Argentine F1 driver Juan Manual Fangio won multiple world championships with Alfa Romeo in the 1950’s. Designers Jano, Pininfarina and Zagato have designed some of the landmark cars for Alfa Romeo. The legendary Enzo Ferrari during his racing days used to race for Alfa Romeo. He later managed the racing business of Alfa Romeo. Hence Alfa Romeo is a brand with a lot of pedigree.

(Juan Manuel Fangio, n.d)

 (Enzo Ferrari, n.d)

All their cars come with a lot of Italian elegance and racing spirit attached to it. All Alfa Romeo cars sport a very unique badge. The badge is characterised by two Milanese symbols. There is the Visconti serpent on a pale blue back ground and a red cross on a white background. Both these are bordered by a circle with the words ‘ALFA ROMEO’. It is a very distinctive badge.

Since 1986, Alfa Romeo has remained with the FIAT group. Since then, they have positioned the Alfa Romeo in the European level. Their model ‘156’ was launched in 1997 and in 1998 won the prestigious car of the year. It is the first from the Alfa stable to win this prestigious award.

(Alfa Romeo History, n.d)