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INDEX

NO
CONTENTS
PAGE NO
1
INTRODUCTION
2
2
SLIGHT INSIGHT ABOUT SUV
3
3
THE SAGA OF JEEP
4
4
THE PARENT COMPANY
6
5
SERGIO MARCHIONNE

7
6
SNEAK PEEK INTO JEEP MODELS
9
7
CORPORATE SOCIAL RESPONSIBILITY
10
8
WHAT MAKES JEEP THE DRIVERS CHOICE
11
9
PEOPLE WHO ENDORSE JEEP
13
10
PROOF OF JEEP'S EXCELLENCY
14
11
HISTORY OF JEEP'S LOGO
15
12
LOGOS OVER THE YEARS
15
13
MAERKETING MANTRA OF JEEP
16
14
COUNTRIES THAT DRIVE JEEP
17
16
CONCLUSION
18
17
REFERENCE
19

INTRODUCTION

A brand is the identity of a specific product, service, or business. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. The word brand has continued to evolve to encompass identity - in effect the personality of a product, company or service. A strong car brand can create significant value in the automotive industry. It’s no surprise that most auto manufacturers make brand positioning and development a key item on their marketing agenda. Like the Viagra ads of today and as the Coca Cola ads did way back in those days, Jeep is appealing to the deepest, most powerful drivers of the world.

SLIGHT INSIGHT ABOUT SUV
SUV is the widely used and known acronym for Sport Utility Vehicle. At first conception, an SUV was a vehicle that combined the towing capacity of a full-size truck with the passenger and storage capacity of a minivan. However, as consumer demands have changed, so has the vehicle. Many manufacturers now focus on fuel-efficiency and driving and riding comfort, rather than towing capacity. Typical features of an SUV include seating for five to seven, high seating and road positioning, roomy interior, non-dedicated trunk space, high engine capacity and 4 wheel drive capability. Though it was originally designed to be an off-road vehicle for sporting purposes, its popularity has spawned several different breeds, including the luxury SUV. As a concern for the environment and the demand for fuel-efficient vehicles increases, manufacturers worldwide are continuing to explore ways to make improvements to the SUV family to keep them a leading selling vehicle.

THE SAGA OF JEEP

The history of jeep began with World War II, and it is safe to say that no other motor vehicle has ever inspired the kind of respect and affection accorded the World War II jeep. There were many advantages to the jeep. Being small and compact, it could be transported to battle areas by plane or glider, dropped by parachute, or floated across a river. The jeep became as familiar to the rich and famous as it was to the ordinary Joe. Madame Chiang Kai-shek toured Cairo in a jeep, with General Claire Chennault as her chauffeur. Queen Elizabeth used a jeep in her wartime visit to Northern Ireland. President Franklin D. Roosevelt rode in a jeep as he reviewed the troops in Morocco. Prime Minister Winston Churchill sat in a jeep as he watched the historic landings at Normandy. General George S. Patton chose a jeep instead of a staff car for his trip to Fatale, Morocco, when he accepted the surrender of the French resident general there. If the jeep represented a case of "love at first sight," it was also the culmination of a long search for a go-anywhere sort of utility vehicle. A vehicle that could answer the problems of supply and maximum utility. Many explanations of the origin of the word jeep have proven difficult to verify. The most widely held theory is that the military designation GP (for Government Purposes or General Purpose) was slurred into the word Jeep in the same way that the contemporary HMMWV (for High-Mobility Multi-purpose Wheeled Vehicle) has become known as the Humvee. Joe Frazer, Willys-Overland President from 1939 to 1944, claimed to have coined the word jeep by slurring the initials G.P. The original trademark brand-name application was filed in February 1943 by...
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