16 - Francois - Final.ppt · Coco Chanel Network REMEMBERED: “Elegance is not being noticed, ......
Transcript of 16 - Francois - Final.ppt · Coco Chanel Network REMEMBERED: “Elegance is not being noticed, ......
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11042009CHRYSLER
Olivier Francois
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11042009CHRYSLER
my Music“One Million Miles Away”
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my Cars
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my Kids
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What matters to me…
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11042009CHRYSLER
Chrysler seen from a different Perspectivey p
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11042009CHRYSLER
A Frenchman … an Italian company… an American brand
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11042009CHRYSLER
The first traveling salesman…
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11042009CHRYSLER
“Even sales can be a form of
creative expression.”
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11042009CHRYSLER
“There is always a way… there is always a pathway.”
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11042009CHRYSLER
“An American sensation”
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11042009CHRYSLER
Chrysler’s great heritage and innovations
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Ironically SimilarIronically similar
CHRYSLER 2009 = LANCIA 2005
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11042009CHRYSLER
Historic DNA similarities
CHRYSLERLANCIAPower, Technology and StylingPerformance, Innovation and Design
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LANCIA also focused on 3 basics
11042009CHRYSLER
Product Marketingg
Market share(Italy)
4 34.8
NetworkNameplates
4.1
6
4.3
5 4
4.2
4Year 2009 E2006 2007 2008
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Best practices set the vision
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Network
ProductMarket share( US ) 3.4
Name Plates
1.8
5 7Marketing
2009 E 2014 EYear
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Product Vision
Network
Product
“ DESIGN AND ENGINEER CARS THAT START OUT REVOLUTIONARY AND END UP TIMELESS”
Marketing
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“I gave the public quality, beauty, speed, f t t l d ll t l i ”comfort, style and power, all at a low price”
QUALITY EFFICIENCYVALUE1st Std i b
INNOVATIONSTYLINGPERFORMANCECOMFORT EFFICIENCYVALUEQUALITYINNOVATIONSTYLINGPERFORMANCECOMFORT1st 300 HP Prod. 1st Std. airbagsChrysler Airflow1st 300 HP Prod.1st Minivan
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“I gave the public quality, beauty, speed, f t t l d ll t l i ”comfort, style and power, all at a low price”
INNOVATIONSTYLINGPERFORMANCECOMFORT
EFFICIENCYVALUEQUALITY
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“I gave the public quality, beauty, speed, f t t l d ll t l i ”comfort, style and power, all at a low price”
EFFICIENCYVALUE1st Std i b
QUALITYINNOVATIONSTYLINGPERFORMANCECOMFORT EFFICIENCYVALUEQUALITYINNOVATIONSTYLINGPERFORMANCECOMFORT1st Std. airbags1st 300 HP Prod.Chrysler Airflow1st 300 HP Prod.1st Minivan
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EFFICIENCYVALUEQUALITYINNOVATIONSTYLINGPERFORMANCECOMFORT
MPG
RESPONSIBILITYCRAFTSMANSHIP PRIDEREFINED PROVOCATIVE INTUITIVEBALANCEDCHRYSLER ATTRIBUTESCHRYSLER ATTRIBUTES
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Product Priorities
11042009CHRYSLER
• Expand product portfolio
• Improve quality and craftsmanship
• Create exciting design
1. Leverage relationship with Fiat Group and share platforms
2. Create cars that embodies timeless elegance
“Design cars that start out revolutionary and end up timeless”
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Product PlanComing in Q1 2010
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Target youth: 300 Sport edition
Target affluent young families: Town & Country Fashion Edition
Target trend setters: PT Cruiser Final EditionTarget trend setters: PT Cruiser Final Edition
Target coastal states: Sebring Ocean Edition
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Product PlanComing in Q4 2010
11042009CHRYSLER
Reshape Sebring to expand Chrysler’s D segmentReshape Sebring to expand Chrysler s D segment market share and further elevate brand equity
Refresh Town & Country
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Network Vision
Network
Product
“A WAVE OF PRIDE THAT STARTS ON EVERY SHOWROOM FLOOR”
Marketing
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11042009CHRYSLER
“A window to the customer”
“Because pride is wonderful feeling and we want everyone of our customer to experience it”
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Marketing Vision
Network
Product
“A WAVE OF PRIDE THAT STARTS ON EVERY SHOWROOM FLOOR”
Marketing
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Marketing Vision
DIFFERENT:“If you want to be noticed, you must be different.”
Coco Chanel Network
REMEMBERED:“Elegance is not being noticed, but being remembered.”
Giorgio Armani
Product
ASPIRATIONAL:Marketing
“I don’t design clothes, I design dreams.”Ralph Lauren
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Product CatalogsAdvertising
Catalogs
MerchandisingMerchandising
Websites
AutoshowsShowroom
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Marketing Vision
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Auto ShowsAuto Shows
Spring Fashion CollectionSpring Fashion Collection
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Marketing Vision
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Brochures
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Marketing Vision
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Website
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Product CatalogsAdvertising
CatalogsProduct (COMING Q1 2010)Catalogs (COMPLETED)
Advertising (COMPLETED)
Merchandising
Websites
Showroom
Websites (COMING Q1 2010)
Showroom (COMING Q4 2010)LogoLogo
Autoshows
Showroom
Shows (COMING Q1 2010)
Showroom (COMING Q4 2010)
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Chrysler Brand U.S. Total Volume & Share Growth Timeline
D SegmentB, C, D, CUV-Segment
535497
3.3%
2 6% 2 6%
3.3%3.4%
sand
s) U.S
D-SegmentMinivan
327
275
354
4674972.6%
1.8%
2.1%2.2%
2.6%
al V
olum
e (T
hous
. Total Share (Pe
182
232275
U.S.
Tot
aercent)
2007 2008 2009 E 2010 E 2011 E 2012 E 2013 E 2014 E
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11042009CHRYSLER
“The future belongs to those gwho believe in the beauty of their dream.”
Eleanor RooseveltEleanor Roosevelt
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11042009