奔驰新威霆定位策略by戎马广告33P

New Vito Repositioning Strategy 新威霆定位策略

Jung von Matt/Tonghui presents the Positioning for New Vito.

Beijing, July 7th 2015

1. Re-positioning Analysis

Background: The impact of New Vito re-positioning

Current Positioning •Viano/Vito: Middle – Premium MPV •Sprinter: Large tourist bus

•Viano / Vito: mainly business purpose •Sprinter: mainly people mover (client reception + people transportation)•Viano: Buick New GL8

•Vito: Buick Old GL8

•Sprinter: Toyota Coaster

Re-positioning

•V-Class: Premium MPV

•New Vito: Premium Shuttle

•Sprinter: Premium Bus / Utility Van

•V-Class:Business + Private

•New Vito:Commercial business

+ Light Bus + SPV

•Sprinter:people mover + SPV + logistics transportation

•V-Class: New GL8 + New Alphard + Multivan •New Vito: Old GL8, Transit V348 SWB + Transit Tourneo/Custom+ IVECO New

Daily(SWB) + Maxus G10/V80

•Sprinter: Transit V348 LWB + Power Daily LWB + Coaster + IVECO New Daily (LWB)

Positioning

产品定位

Target Group

目标市场

Core Competitors 核心竞品

Implementations to the New Vito:

1. Distinguished Differentiation

3. Potential share from new segment 2. Shifted Product Strength in Comparison

•From an ambiguous product differentiation with the Viano, to a clean boundary of segmentation. •Stronger brand strength, but higher price than competitors

•Space is no longer standard in its segmentation 4. Brand Driven vs Practical Consumers

•Steal new users from the new segment of light bus •But lose some Premium SPV users to the V-class. •In business MPV segment, consumers are more likely to be driven by brand and appearance.

•In light bus segment, consumers are rather practical driven.

8296,29115,8133,11744,14270,0263,105

V80

1000#(KRMB)

300#230#160#Sales##2014 6%#

3%#

2%#

1%#

%#

8.8% 4%#

5%#

510#A50$3.0L$19s+309.9$

A42$3.0L$17s+237.9$A32/A36/A37/A39$6+15s+130.9$5Serie$2.8T$6s+161.8#4Serie$1.9T$6s+149.8#6Serie$2.8T$17s+193.8# 2.5DPres.A3+285.9#2.5DBus.A2+156.6#2.5DExp.A2$6s+127.8#2.5DPres.A2+219.9#2.5DBus.A315s+206.6# 3.0TL/G+247.8# 3.0T$M/Z+215.8#

3.0TS/Z+18

4.8# 2.5T$M/Z& 3.0TS/Z+159.8#

2.5T$S/Z+142.8#

3.0TM/Z+177.9# 3.0T$M/G+223.8#

2.4D$A2$MF$3s/6s+161~170#2.4D$A2$Bus6s~12s+185.5~192.5#2.4D$A4$17s+242#2.4D$A3$MF3s/6s+179.8~190.8#2.4D$A3$Bus10s~15s+215~225.5#A3$2.8D$3s~15s+146.3~158.9#A4$2.8D$17s+174.2~179.3#

A2$2.4P$3s~12s+115~13.78#

A3$2.4P$6s~15s+135.9~147.8#A2$2.8D$3s~12s+119.8~15.08#

!

7%#

6.0% 2.2%

4.6%

5.4%

4.7% 510#510# 3.0AT$ +389$3.0AT$ +369$2.5AT$ +359$2.2MT +349$

2.5AT$ +339$6,650 New Vito Price range - Leading the premium level of new segment

新威霆在轻客、商旅⻋车市场中品牌溢价显著，⽽而经销商平均折扣也是最⾼高⽔水平8.8% The Vito has the highest price level in the new segment, even dealers’ discount 8.8% is the highest.江铃福特全顺2014年销量最⾼高70,026 依维柯销量第⼆二44,142 Sales Volume: GL8, Transit and IVECO are leading the market.