Published by MBA Skool Team, Last Updated: March 06, 2017
Marketing Strategy of Peugeot analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Peugeot marketing mix, help the brand succeed in the market.
Peugeot marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Peugeot Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Peugeot marketing strategy can be explained as follows:
Peugeot is a leading European car manufacturer. Peugeot is mainly into 5 segments which are cars, vans, scooters and cycles. All these constitute its product strategy. Further the Peugeot car segment is divided into electrical/hybrid segment, saloons, sedans, station wagons, multipurpose vehicles, SUVs, Combis. Peugeot also manufactures concept cars to be showcased in many motor shows. These cars gain the faith of the audience by showcasing its expertise in futuristic technologies and sustainable motor design and performance. In the vans segment, it has 4 variants that are Bipper, Partner, New Expert and Boxer. In the scooters segment Peugeot has mopeds, scooter, maxi scooter and three wheeler scooters. The cycle segment also has a wide range starting from e-kicks/scooters, children bikes, city bikes, hybrid bikes and mountain bikes. Peugeot has even a cross variant as well as trekking bikes.
Peugeot apart from the above segment also gives services which ranges from rental services, financing, insurance, service packages, special services for its electric cars segment. It also provides professional services where the above services are bundled. Peugeot also provided connectivity services for redefining the car driving experience. The connected services ranges from emergency services, connected apps, breakdown assistance, and knowledge services about the vehicle to the user.
Image: company website
Peugeot Price/Pricing Strategy:
Below is the pricing strategy in Peugeot marketing strategy:
Peugeot has a wide portfolio and depending upon the segment, features and geography price varies.
The prices of the Peugeot vehicles depends on the customization a customer orders and the variants. Generally the petrol variants are cheaper than the diesel variants. Like for the Partner model in vans segment, basic prices range from £ 16,190 to £ 18,290 for the Active variant and £ 19,005 to £ 20,405. Further customers can install extra optional features which will change the prices further for Peugeot cars. In the saloon segment it has prices ranging from £ 24,340 to £ 32,190. The variants prices are quite closely placed which indicates customers get more options and may prefer the costlier variants because of the availability of more features in and around the same budget range. The Peugeot sports cars range start from £ 22,900 for 208 GTI model. This shows the sports segment is not premium priced. This gives an insight in the approach taken by Peugeot in its pricing strategy.
Peugeot Place & Distribution Strategy:
Following is the distribution strategy in the Peugeot marketing mix:
Peugeot sells its products through dealers which are present internationally. Peugeot sales outlets are around 10000 and its factories are spread out across France, Portugal, Spain, UK, Argentina, Brazil, and Slovakia. Peugeot has also outsourced its plants in collaboration with other automotive manufacturers. The plants are there in places such as Austria, China, Italy, Netherlands, Russia, Turkey, Malaysia, Japan etc. The presence of factories in so many countries helps widen its reach to the countries Peugeot is present in. It also sells its cars online with all the customization as could be done through the dealers. As this cars are customizable these are ordered, produced and delivered.
Peugeot also has tied up with local players who are doing well in their local markets to gain reach to the customers.
Peugeot Promotion & Advertising Strategy:
The promotional and advertising strategy in the Peugeot marketing strategy is as follows:
Peugeot focuses on promoting its brands through various channels. It uses TV, print. Online, billboards etc as a part of its promotional strategy in the marketing mix. Peugeot Design Lab launches various technologies and products which are futuristic and shows the company’s expertise in field of technology and innovation. Apart from producing concept cars Peugeot collaborates with other entities to design and redefines traditional products and the experiences which are environment friendly and sustainable for the future. The design lab helps improve its brand image and reputation. It also produced toy series named ‘LEO’Z’ which instils the image of “The Lion” which it is perceived to be internationally. Peugeot also participates in various rallies which showcases its performance and quality to the world and turning out winners in them attracts customers towards its specifications. Peugeot also takes part in various motor shows and also has won various in many segments which shows it is a leader in the automotive industry and excels in terms of design, performance and comfort. Hence, this concludes the Peugeot marketing mix.
Peugeot is auto manufacturing company which has its presence in 160 countries around the world. Peugeot is a subsidiary of the PSA group, a French automobile giant which has other major brands such as Citroën and DS. Its origins dates back to 1882 when the founder of the company Armand Peugeot started making bicycles and later on to making cars. It became a separate entity in 1926, manufacturing cars, motorcycles and bicycles. It is also in the electric as well as hybrid sports car. Peugeot has been motorsports since 1913. It has been known for being winners in rally racing for years.
Peugeot has been winner of World Rally Championship, Intercontinental Rally Challenge Championship, World Endurance Championship and many other rallying events. Peugeot has also received European Car of the Year, Car of the Year in Italy and Spain and many more recognition in Europe.
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