Published by MBA Skool Team, Last Updated: February 24, 2019
Marketing Strategy of Chrysler 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 Chrysler marketing mix, help the brand succeed.
Chrysler marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Chrysler Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Chrysler Product Strategy:
The product strategy and mix in Chrysler marketing strategy can be explained as follows:
Chrysler offers luxury and near-luxury cars as its products. It deals with luxury sedans, convertibles and minivans. Their current line-up includes Chrysler 300, Chrysler Pacifica and Chrysler Pacifica Hybrid. They also operate in gear and merchandise business as a part of their marketing mix product portfolio. Some of their known former productions include Chrysler Delta, Chrysler Sebring, Chrysler Town and Country, Chrysler Voyager and their concept cars include Chrysler 700C and Chrysler 200C EV among the recently manufactured models. Chrysler Uconnect is a system that has been installed in Chrysler vehicles along with the other subsidiaries under the parent company Fiat Chrysler Automobiles. It provides features like Wi-Fi hotspot, connection to smartphones and safety of the vehicles. In the merchandise section, they offer men’s and women’s wear, headwear, lifestyle products and active gear.
Chrysler Price/Pricing Strategy:
Below is the pricing strategy in Chrysler marketing strategy:
Chrysler is considered to be one of the mass-market brands under Fiat Chrysler Automobiles.
Still the cars are steeply priced under this brand. For example – the price of Chrysler 300 starts at around 29,000 USD and 300C starts at 41,000 USD. The vehicles are aimed to appeal to the premium segment. Chrysler merchandises are moderately priced and they have a specially priced segment where they sell their products at a discount.
Following is the distribution strategy in the Chrysler marketing mix:
Chrysler factories are located at Canada, Mexico, United States, and Venezuela. The joint ventures factories are located in Egypt. They have their overseas operations all over the world where one can buy their models from the authorised dealers. With the help of franchised dealers, they have widened their distribution network.
Chrysler headquarters is located in Michigan, United States.
Chrysler Promotion & Advertising Strategy:
The promotional and advertising strategy in the Chrysler marketing strategy is as follows:
Chrysler commercials and advertisements have been one of their most prominent promotional strategies. Their “imported from Detroit” campaign featured Eminem, fashion designer John Varvatos and former Detroit Lions defender Ndamukong Suh. The ad campaign ‘Born of Fire’ for their model 200 had received Emmy Award for Outstanding Commercial. “Let’s Refuel” campaign was all about the brand offering gas cards that allowed them to access gas discounts after purchasing or leasing a car. One of their oldest campaigns for their New Yorker model, “Your Next Car” had been quite popular as the jingle was famous even after years. The ad featured the voice of the legendary actor David Wayne. The Chrysler 300 was marketed as a luxury car, but affordable in the luxury price segment. “We don’t want to be the biggest. Just the Best” – the popular ad campaign for The Lancer and LeBaron GTS that was comparable to brands like Audi and BMW. They popularised web address in the TV and print ads, which when clicked displayed snapshots of real customers who talked about their lives and their vehicles. This kept the audience hooked to what the customers were saying. They also provide access to game tournaments on subscription. This completes the marketing mix of Chrysler.
Chrysler is an automobile manufacturing company, headquartered in USA. It was founded by Walter Chrysler.
Currently, it is the subsidiary of its parent company Fiat Chrysler Automobiles. The company has its business spread all over the world.
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