截图
简介
这是一个关于克莱斯勒汽车品牌ppt，主要介绍了克莱斯勒品牌目标客户简介、克莱斯勒品牌目标买家简介、克莱斯勒品牌历史、美国的原型、巨大的营销挑战、克莱斯勒的产品定位等内容。克莱斯勒汽车公司（香港译名：佳士拿），是美国著名汽车公司，同时也是美国三大汽车公司之一。公司创始人为沃尔特·克莱斯勒（Walter Chrysler），1875年出生于美国沃堪萨斯州，父母都是当地小有名气的作家。2014年9月，克莱斯勒因价格垄断被上海物价局处罚3168.2万元。2014年12月16日，克莱斯勒改名为FCA美国。2015年，克莱斯勒（中国）汽车销售有限公司向国家质检总局备案了召回计划。2016年1月15日，美国芝加哥地区经销商集团指责菲亚特克莱斯勒鼓励经销商虚报销售数据，以粉饰公司月销售数据。2016年2月，克莱斯勒（中国）汽车销售有限公司向质检总局备案了召回计划，宣布将召回部分进口大切诺基、指挥官以及进口自由光等车型，欢迎点击下载克莱斯勒汽车品牌ppt哦。
克莱斯勒汽车品牌ppt是由红软PPT免费下载网推荐的一款汽车PPT类型的PowerPoint.
Brand Overview
Chrysler Brand Target Buyer Profile
Snapshot:
Chrysler owners are affluent， independent- minded couples in the prime of their lives. They enjoy spending time together with and without their children. Because they own a business， working hours are flexible and allows time to do the things they love like entertaining， traveling， attending concerts and the theater.
Target Customer Profile: Europe
Chrysler Brand Target Buyer Profile
Attitudes & Behaviour:
Chrysler buyers are attention seekers. To purchase a vehicle from a largely unknown (top-of-mind) brand is an emotional decision， driven by the desire to own something out of the ordinary.
The PT Cruiser， 300C and Crossfire are bought to stand out. Even in the MPV category which is driven by rational need， the desire to own a Grand Voyager， which is the most aspirational and admired MPV in most international markets， allows owners to stand out from， and above other MPVs.
The desire to stand out overrides more rational motivations: resale value， quality， brand prestige and ease of service.
Chrysler vehicles offer a good value for the money which serves as the owner’s intellectual alibi.
The fact that Chrysler is an American brand is not the main purchase motivator， however to some extent buyers identify with quintessential American imagery: abundance， success， optimism， and wide open spaces. They are fond of the US and vacation there.
Chrysler Brand Passion Points
Chrysler Brand History (Heritage)
1924: Walter P. Chrysler introduced the Chrysler Six – first modern automobile at a moderate price
1926-1933: The Imperial emerged at a top-level luxury/performance car. A pair of 1928 Chrysler finish third and fourth overall in the Le Mans 24-hour endurance race in France. In 1931 the Chrysler eights are introduced.
Chrysler Brand History (Heritage)
1934-1942: The Chrysler Airflow appeared in 1934， designed with the aid of a wind tunnel. The Town & Country catches the public’s eye as the first high-quality “estate” wagon.
1946-1954: In the post-war recuperation new model introductions are few. Innovations continue with the first fully-automatic transmission， power-assisted steering， air conditioning and four-wheel disc brakes. In 1951 the HEMI engine was introduced.
Chrysler Brand History (Heritage)
1955-1959: Chrysler 300 boasts an unheard of 300-hp HEMI engine. In 1957 the new 300 design， and engineering innovations make them dramatically lower and with better handling
1960-1972: Every Chrysler except Imperial is reengineered with Unibody construction. Move innovations include electronic ignition and anti-lock brakes. The 1965 Chrysler 300L marked the end of the original Letter Series cars
Chrysler Brand History (Heritage)
1973-1982: Chrysler responds to changing customer tastes with the Cordoba， which outsells nearly all competitors. As the fuel crisis eases， Chrysler sales recover thanks largely to the Cordova and the new， even smaller M-Body LeBaron.
1983-1992: Chrysler introduces a new-generation “little” LeBaron， including a convertible. The first minivan is introduced. In 1990， Chrysler attaches the Town & Country name to a luxurious versions of the minivan.
Chrysler Brand History (Heritage)
1993-1999: Cab-forward design Concorde debuted in 1993 and once again Chrysler changed the essential architecture of the automobile. In 1999， heritage design， notably a dramatic grille is seen in the 300M introduction. That same year the segment-busting PT Cruiser is introduced.
2000-Present: The Chrysler product offensive begins， bringing exciting new products to the lineup such as Crossfire Coupe and Roadster， PT Cabrio， 300C sedan and Touring.
The American Archetype
Chrysler Brand Positioning
Chrysler vehicles offer intelligent engineering， good value for the money， and remarkable design that satisfy one’s need to express their independence and individuality
Chrysler Brand Funnels and Image
Chrysler Brand Perception
Secure
Stylish
Trustworthy
Original
Elegant
Up-to-date
Unique
Confident
Wholesome
Expressive
Contemporary
Family-Oriented
Significant Marketing Challenges
Reverse the decline in un-aided brand awareness
G5 spontaneous awareness， 11% 1999， 6% in 2004
G5 aided awareness 81% in 1999， 89% in 2004
Develop and deliver coherent brand message through each of the Chrysler brand products to off-set marketing budget constraints
Elevate the brand image to off-set recent negative sentiment toward America
Chrysler Product Positioning
300C Sedan
The Chrysler 300C sedan is the most distinctive sedan in its category. With its expressive style， powerful yet efficient engines and contemporary automotive technology it allows you to confidently express your individuality.
300C Touring
The Chrysler 300C Touring is the most distinctive sport wagon available. Its versatility， all-around performance， powerful yet efficient engines， contemporary automotive technology and unique design will allow you to confidently express your youthful and dynamic personality.
Chrysler Product Positioning
PT Cruiser
The stylish Chrysler PT Cruiser offers excitement， self-expression， unequalled adaptability and functionality in a space efficient package.
PT Cruiser Cabrio
The Chrysler PT Cruiser Cabrio provides all the emotions of a stylish， performance convertible with an intelligent， versatile interior/seating package， and leading cabin quietness.
Chrysler Product Positioning
Crossfire Coupe & SRT-6
Crossfire’s savagely elegant personality combines unique and expressive Chrysler design with the best of European packaging， state of the art technology and refinement.
Crossfire Roadster & SRT-6
The Crossfire Roadster’s savagely elegant personality combines open-air freedom with unique and expressive Chrysler design and the best of European packaging， contemporary automotive technology and refinement.
Chrysler Product Positioning
Sebring Sedan
The all-new Chrysler Sebring is an elegant， sophisticated， stylish， intelligently-engineered D-segment sedan built to satisfy the needs of the most demanding drivers.
Sebring Convertible
The elegantly designed and cleverly engineered Sebring Cabrio offers an exhilarating open air experience with its beautiful styling， spirited performance and handling and delightfully useful technology， all in a spacious， comfortable package.
Chrysler Product Positioning
Grand Voyager
The all-new 2008 Chrysler Town and Country/Grand Voyager will reclaim the position of pre-eminence in the minivan segment* through the creation of the “Ultimate Aspirational Minivan” for affluent families and individuals who appreciate reliability， a sense of style， refinement， and designed-in functionality， and value.
* Where relevant for International markets
展开
