Peugeot’s repositioning : how to change people’s engagement towards an automobile brand

• Autor(a) principal: Santos, Francisco Quedas Rodrigues dos
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/17312
• topic: Automobile market; Concept store; Moving up-market strategy; New competitors; Passengers’ car market; Repositioning; Estratégia up-market; Reposicionamento; Mercado automóvel; Mercado de automóveis ligeiros de passageiros; Novos concorrentes; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Peugeot, acting in the automobile sector, represents about 9,5% of the Portuguese passengers car market. This market is characterized by representing risky and planned acquisitions and usually with many influencers throughout the buying process in order to lower the risk to the buyer. In 2013, after the verified crisis in the automobile sector in terms of sales, the group was conducted to a new strategy – ‘Back In The Race’ – described by a repositioning of the already existing brands – Citroen and Peugeot – and the separation to an independent brand – DS. This strategy regards Peugeot as the premium generalist brand of the group and Citroen as the pure generalist one, the most affordable brand. In order to illustrate this Peugeot’s new strategy, some actions had to be thought to communicate it. So, some ideas were discussed to understand what was the best solution to implement, and engage people.