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peugeot 206 electric cars - ad campaign - ad strategy Prior to developing an advertising strategy, preparing a creative brief, and preparing a costed media schedule I would like to comment a little on the history of Peugeot so that the customers as well as readers become aware of what this company is about. Peugeot is one of the oldest companies involved in the automotive industry today. Having started in 1810 producing laminated steel, Peugeot evolved to coffee mills, bicycles, motorized tricycles and finally settling on mass-producing cars right before the turn of the century. One should not forget that Peugeot went on to produce some of the most respected touring cars and limousines of their time. The Peugeot 203 helped pull the company out of a financial dilemma after World War II, and the 404 and 504 Convertible became popular Peugeot models in the mid- 60 s. Today's Peugeot include the sporty 306 coupe and the powerful 607 coupe.
In the following essay, I am going to strive to present Peugeot 206 Electric and make it another popular alternative for the car industry in modern day Greater London area of the Great Britain. The Product: Peugeot 206, according to the Peugeot corporate web site (web) has 1. 6 -litre, multi-point, fuel-injected, four cylinder engine. The new model I am going to speak about would be fully electric. Having conducted an interview with one of the Peugeot sales representatives, I collected the following information. The main thing new in this 206 model is that it has been on lowering the weight of the piston assembly, friction reduction, the addition of a single-belt accessory drive system, simplification of the cooling system and modifications to the engine mounts things that made Peugeot 206 light enough to easily accelerate and operate, requesting as little energy as possible, which is a good thing for our electric car (Womack, 23).
The Peugeot 206 model will have a well developed 82 kW at 5600 rpm and peak torque of 147 Nm at 3000 rpm the engine, that would certainly features roller-type rocker arms which has reduced friction on the cam and improved electricity consumption, things that certainly will make 206 attractive. All ancillaries (alternator, power-steering, air-control, etc) are driven by a single, six groove, poly-V belt and the engine mounting system includes a front-end strut which attaches to a hydrolytic block to reduce transmission of engine operating noise (Sutton, 133). Engine cooling system hoses are as short as possible to reduce weight and a single cartridge-type assembly accommodates the aluminium core radiator, electric cooling fan and (where fitted) air-conditioning condenser. The air cleaner and its intake tube are made from polymer fibres calibrated for optimum acoustic absorption with a Helmholtz resonator added to further reduce induction noise levels. The exhaust system features (multiple) stainless steel silencers and pipes made from aluminium ised steel. High-tech touches such as a Teflon coated accelerator cable sleeve, fuel lines and snap-fit connections made from impermeable polyamide to prevent evaporation and a passively-armed engine immobiliser system reflect a strong commitment to engineering quality and innovation.
Developing 102 kW of power and a solid 194 Nm of torque this engine weighs in at just 140 kg thanks mainly to the extensive use of light alloys and composite materials in its construction (Sutton, 138). For example the compact engine block is made of light alloy, incorporating cast iron cylinder liners inserted on casting. And the crankshaft is retained by a one-piece cast aluminium cover, reinforced by cast iron inserts, the additional rigidity this delivers significantly reducing vibration. The gear box is a single rail type with gear stick and knob "borrowed" from the 306 range. Shift travel has been designed to provide smooth yet positive gear selection (Womack, 26). It features new housings, improved internal lubrication and a reverse gear safety device.
To reduce weight the transverse transmission half-shafts are hollow and their greater bending mode helps make them quieter compared to more conventional solid shafts. A Siemens computer fitted with self-test diagnostics, programmable memory and "fuzzy" programming logic controls the transmission. A "smart", auto-adaptive program, comprising nine shift modes, alters gear shift points and torque converter lock-up according to 32 parameters relating to the driver's style, road profile, engine temperature and vehicle load. As well, three push-buttons fitted close to the control lever enable the driver to select either the option of either locking into first gear, low road adherence or sport programs.
Whether it's the position of the accelerator, its speed of depression, the value of the engine torque, engine revs, rotation of the converter turbine or immediate and average speed, the data is obtained from the driver's behaviour and analysed by the computer. It then determines when the gearshifts should be made. From the nine laws permanently available, three are chiefly devoted to driving (economy, medium, sport), three to variations in terrain, taking account of the vehicle load (sharp rise, gentle rise, descent) and the remaining three relate to the thermal conditions and the vehicle load (cold start, engine temperature, anti-pollution). The control lever moves through a stepped grid and a remote display in the centre of the instrument cluster indicates current gear position (Womack, 29). The 206 's suspension design is classic Peugeot with an inverse pseudo MacPherson strut set-up (with decoupled anti-roll bar) at the front and trailing arms at the rear. The front axle includes a fixed sub-frame mounted under the side members at the level of the front floor and the rear axle comprises a tubular cross member, two cast iron trailing arms.
Because the rear shock absorbers are inclined at such a large angle their upper housings do not encroach on the rear cargo space (Sutton, 142). The power-assisted rack & pinion steering uses an alloy Saginaw vane pump which provides a constant fluid flow and a pressure sensor that maintains a constant idle speed, for example during a parking manoeuvre. A compact 9. 8 metre turning circle provides exceptional maneuverability. The steering wheel on all models including 206 is height adjustable over a range of 35 mm and now incorporates the horn (moved from a column stalk on other Peugeot models) and actuated by pressing on any part of the steering wheel pad. All versions feature a diagonal split, dual circuit, hydraulic braking system with load dependent distribution or compensation.
The 206 XR and XT feature ventilated front disc brakes and rear drums with the high-performance GTI fitted with larger diameter discs at the front and solid discs at the rear. Additional cooling air is directed towards the front brakes via scoops built into the front suspension arms. Four sensor (TEVES Mk 20) anti-lock brakes are optional on 206 XT and standard on 206 GTI. When anti-lock is fitted to the XT the rear drum brakes step up from 180 mm x 30 mm to 203 mm x 38 mm. The parking brake acts on the rear wheels and is self-adjusting by means of a compensator located under the centre console (Sutton, 144).
Having known the product well, and understanding its limitations (speed of 60 miles / hour max, recharge every 50 miles), we are able to do some marketing to present the Peugeot 206 Electric model on the British market (greater London area). First of all we should assess the advertisement objectives of our ad campaign that look like the following: 1. What basic message is to be delivered? Peugeot 206 Electric is almost like other cars but does not pollute. Peugeot 206 Electric costs like gasoline cars Peugeot 206 Electric tries to make this world cleaner for your offspring 2. To what audience risk takers Families that do not like fast driving Town drivers you cant drive in town fast anyways! 3.
With what intended effect To sell 10, 000 cars Peugeot 206 Electric within 12 months Create strong brand awareness Create demand for product of Electric class. 4. What specific criteria are going to be used to measure the success of the campaign. Memorability Originality Surprise effect Entertaining, music Bond with the brand Humour, drama, emotions, We should use the SMILE principle, that is a sign of a good ad. Simple Memorable Interesting Linked to the brand Emotionally involving and liked Before the brief: Before weekend write an advertising brief (and you should write one), we need to consider this thing: What is advertising's role in the marketing and overall business objective? What role can it serve? What cant it do?
We need to understand that single advertisement would not be enough to influence the buyers to change their habit of driving those gas-powered cars. Therefore we need a complex approach to influence the buyers decisions. Please refer to the chart below illustrating the forces that each of our clients will be exposed to. as we understand, if the product is good, advertisements can go through different channels and certainly would create product awareness and desire to buy.
We should try to engage in the promotional effort that would take the following steps: Speaking about the messages to be used in the advertisement campaign they can be of the following appeals: I believe that we should make both rational (Peugeot 206 is perfect for large cities-cant drive fast there, and you usually do not drive more than 50 miles / day , easily recharge at home-no need to stay in line at the gas station) and moral appeals (save the nature, make a contribution to the worlds environmental protection). Because Peugeot 206 electric is a durable good, emotional appeals may not work. We should not forget that rational appeals focus on consumers practical, functional, or utilitarian need for the product or service and emphasize features of product and / or benefits or reasons for owning or using it. There can be numerous ways to actually advertise our Peugeot 206 Electric. Here are major types of advertising execution a Factual message (straight sell): relying on a straightforward presentation of information concerning the product / service .
E. g. Peugeot 206 Electric, 60 mph, 50 miles-non-stop, ideal for a big city b Scientific / technical evidence: a variation of straight sell, scientific or technical evidence is presented. E. g. Electricity does not pollute the air, and your Peugeot 206 Electric will never make you breath its exhaust.
c Demonstration: : illustrate key advantages of the product / service by showing it in actual use or in some staged situation. We could show a huge line for gas and show the gas prices. Then we show the ease of Peugeot 206 recharge and tell the price of electricity. Electric-means cheaper! d Reason-why: the advertiser reasons with the consumers and points out that there are reasons why the advertised brand will be beneficial or satisfying.
Fresh air, when you collide electric car does not explode and burn! (like a gas powered car). e Comparison: comparing a brands features to those of competitive brand (s). Here we should not bring in any competition from Toyota, GM or other electric car producers. Our competition is actually all gas-powered cars. We should show the city with two cars (electric and gas powered) and state that there is no difference for the city and you. f Testimonial: a person praises the product / service based on his / her personal experience.
Here we can bring in people from a car accident when a gas-powered car ignited when collapsed. And the person (his / her face should be burnt and in scars) should say I wish I did not have a full-tank before the accident. Then we show our Electric Peugeot and say We do not have gas tanks. g Slice of life: generally based on a problem / solution approach h Animation: animated scenes are drawn by artists or created on the computer, and cartoons, puppets or other types of fictional characters may be used.
We can use any character as long as we obtain the permission from Disney, Planet Hollywood or other producers of these cartoons. i Personality symbol: developing a central character or personality symbol that can deliver the advertising message and with which the product can be identified. The brand name Peugeot is a sign of quality and loyalty already. j Fantasy: allow the audience to think about themselves in another lifestyle. k.
Humor. l Sex. m Fear: highlight the physical harm or negative outcomes of not using the product / service or taking the recommended action curvilinear relationship b / w the level of fear and persuasion: n Combinations: many of execution techniques can be combined to present the advertising message And the final thing to do before plotting a creative brief is to develop the means of measuring success. This leads us to the last part of the brief measurement criteria for success.
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Research essay sample on 206 Electric Cars Ad Campaign Strategy Part 1
