Peugeot’s repositioning : how to change people’s engagement towards an automobile brand
Autor(a) principal: | |
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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 |
Resumo: | 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. |
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Peugeot’s repositioning : how to change people’s engagement towards an automobile brandAutomobile marketConcept storeMoving up-market strategyNew competitorsPassengers’ car marketRepositioningEstratégia up-marketReposicionamentoMercado automóvelMercado de automóveis ligeiros de passageirosNovos concorrentesDomínio/Área Científica::Ciências Sociais::Economia e GestãoPeugeot, 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.A Peugeot, marca que atua no sector automóvel, representa cerca de 9,5% do mercado de ligeiros de passageiros no mercado Português. Este é o um mercado que se caracteriza por representar compras de alto risco, compras planeadas e normalmente com um grande número de influenciadores para que o risco da compra seja o menor possível para o comprador. No ano de 2013, já depois de ultrapassada uma das piores eras em termos de vendas no setor automóvel, o Grupo foi conduzido para uma nova estratégia – ‘Back In The Race’ – que se caracteriza pelo reposicionamento das marcas já existentes do grupo – Citroen e Peugeot – e a separação para marca independente da marca DS. Este reposicionamento visa a Peugeot a ser a marca generalista do grupo e a Citroen a ‘marca de entrada’ do grupo, percebida como a marca mais acessível. Para ilustrar esta estratégia de reposicionamento da Peugeot, algumas ações de marketing tiveram que ser pensadas para ser comunicada. Como tal, algumas ações foram discutidas para se saber qual seria a mais eficaz e diferenciadora, de forma a envolver os consumidores com a marca.Marcos, Paulo GonçalvesVeritati - Repositório Institucional da Universidade Católica PortuguesaSantos, Francisco Quedas Rodrigues dos2015-04-27T10:37:56Z2015-02-1020152015-02-10T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/17312TID:201170531enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-23T01:39:35Zoai:repositorio.ucp.pt:10400.14/17312Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:14:31.103841Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Peugeot’s repositioning : how to change people’s engagement towards an automobile brand |
title |
Peugeot’s repositioning : how to change people’s engagement towards an automobile brand |
spellingShingle |
Peugeot’s repositioning : how to change people’s engagement towards an automobile brand Santos, Francisco Quedas Rodrigues dos 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 |
title_short |
Peugeot’s repositioning : how to change people’s engagement towards an automobile brand |
title_full |
Peugeot’s repositioning : how to change people’s engagement towards an automobile brand |
title_fullStr |
Peugeot’s repositioning : how to change people’s engagement towards an automobile brand |
title_full_unstemmed |
Peugeot’s repositioning : how to change people’s engagement towards an automobile brand |
title_sort |
Peugeot’s repositioning : how to change people’s engagement towards an automobile brand |
author |
Santos, Francisco Quedas Rodrigues dos |
author_facet |
Santos, Francisco Quedas Rodrigues dos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Marcos, Paulo Gonçalves Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Santos, Francisco Quedas Rodrigues dos |
dc.subject.por.fl_str_mv |
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 |
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 |
description |
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. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-04-27T10:37:56Z 2015-02-10 2015 2015-02-10T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/17312 TID:201170531 |
url |
http://hdl.handle.net/10400.14/17312 |
identifier_str_mv |
TID:201170531 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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