Integrated Marketing Plan - Fiat 500

Powerful Essays
Integrated Marketing Communications Plan

Fiat 500C Australian Launch 2010

By
Amanda Thompson

[pic]
Table of Contents

Background…………………………………………………………………………………2
Communication Objectives…………………………………………………………….. 3 Hierarchy of Effects………………………………………………………………..3
Target Market ………………………………………………………………………………4 Roy Morgan Definition of Target Market……………………………………...4 Characteristics of the target market for Fiat 500C IMC……………………4
Communications Tools …………………………………………………………………...5 Advertising ………………………………………………………………………….5 Online Marketing…………………………………………………………………..5 Sales Promotion……………………………………………………………………5 Sales Promotion……………………………………………………………………6 Public Relations, Events & Sponsorships……………………………………….6
Campaign Outline ………………………………………………………………………...7
Campaign Outline…………………………………………………………………………8
Conclusion…………………………………………………………………………………..9
References ………………………………………………………………………………...10

Background

Ateco Automotive Pty Ltd produces some of the worlds most Iconic and prestigious car brands such as Ferrari, Masserati and of course Fiat. In 2008, Ateco launched the Fiat 500 into the Australian market following a successful launch in Europe. The Fiat 500 is a remake of the 50-year-old Fiat 500.
Not content with winning awards for itself, the Fiat 500 has won two Gold Lions in the Cannes International Advertising Festival for an innovative advertisement that replaces crash test dummies with endangered species, including a Panda.
The aim of the previous campaign, which took awards in the Film and Outdoor categories, was to show that Fiat is equally concerned with safety. The crash test shows that the 500 achieved a five star EuroNCAP rating and the Panda represented the environmental work carried out by Fiat. The campaign in Australia was rolled out in print and also outdoor space in city areas.
Although above the line advertising was a part of the previous campaign, given the state of the economy



References: 1. Belch, G & Belch M 2007, Advertising and Promotion An Integrated Marketing Communications Perspective, McGraw-Hill Irin, New York 2. 25th August 2009, http://www.fiat.co.uk/ 3. 25th August 2009, www.apple.com 4. 25th August 2009, www.virginblue.com.au 5. 25th August 2009, www.ateco.com.au [pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][picd

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