CITROËN

BRAND BACKGROUND

• Founded in 1919 by the French industrialist André-Gustave Citroën

• the first mass-production car company outside the USA

• Citroën is a major French automobile manufacturer

• part of the PSA Peugeot Citroën group.

• Target Market : Young people

• Central product : DS serie

• Present in 80 countries.

BRAND ELEMENTS

“ Creative Technologie ”

"Double Chevron" figurative trademark (the CITROËN logo)

The vehicle models

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MARKETING STRATEGIES

•Citroën 2CV Raid in Brazil • World Rally Championship • Citroën Créative Tour in Moscow • IAA Frankfurt Motor Show 2011 • The Woodstock of 2CV • Citroën C_42, a summer of Créative Technologie • Citroën DS3 WRC in Moscow City • Goodwood Festival of Speed 2011 • Citroën at the 54th Venice Biennale • Citroën DS3 Birthday Meeting • Geneva Motorshow 2011 • Citroen exhibits • Google exhibits • Citroen Creative Awards • Citroen Racing • Citroën Survolt DAILY GAM

•Site officiel • Citroën Facebook page •Citroën DS5 Live Chat

• DS3 is in the new Britney Spears' video clip • Citroën DS3 Racing car in Pixie Lott's music video

• Citroën & Arsenal • Citroen Lacosta Concept Car • Citroën is partner of the French football

• Car magazines

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BRANDING STRATEGIES

Differentiation of the product (technology, ecology, design,

affordable prices)

Development of technical partnership (BMW, Ford,

Renault...)

Development of mobility and telematics (urgent calls)

Knowledge of the brand due to a film presence and it was

the presidential brand (De Gaulle, Coty, Pompidou...)

Development of the customer 's experience

Positioning on the sustainable development

Quality of services (delay in comparison with other groups)

Not good quality for the car accessories

Not present sufficiently on the Asian and Latin-American

markets (costly)→ expansion at the European level only

Knowledge limited (for example only cars, no lorries)

The emerge of Asian and Latin American markets

The need of sponsorship for the cultural and sportive

events

There are still many untapped consumer segments

The economic crises

The Asian market (cheaper cars)

Intense competition from low-cost brands (cf. Dacia)

High competition with the German brands (powerful in the

car market)

Citroën

Image

Sport & Culture

Negative Performance

People

Mental Map •

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High Awareness of the brand (French Brand)

Older – younger segment Masculine Middle Class Personality : modern / unique / dynamic

Combination of technology and design Customizable (colors) Visible on the road Durability : long product life Serviceability : Less important relative to durability

Social approval Security Environment concern

High loyalty in older segment Repeat purchase Active engagement ; Facebook page

Affordable Durable & Quality (not good quality for the accessories) Functionality State of the art technology Cars for women Temporary

RECOMMENDATIONS • To strengthen its advertising on sustainable development

(environment-friendly cars)

• To develop the image abroad, mainly on emerging market

• To launch less cars per year, focus more on the launch of each

• To diversify the product range (for example motorcycles…)

• Communicate the security features of the cars (i.e. airbags etc.)

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