Ferrari Noah Gatsik Andy Rantuccio
Table of Contents • • • • • • • • • • • •
Introduc;on…Pg. 3 Client Proﬁle…Pg. 4 Crea;ve Brief…Pg. 5 Mission Statement…Pg. 6 SWOT Analysis…Pgs. 7-‐ 10 Target/Expanded Target Market…Pgs. 11-‐12 Compe;tor Analysis…Pg. 13 Style Guide…Pg. 14 Graphic Toolbox…Pgs. 14-‐17 Media…Pgs. 18-‐21 Mood Board…Pg. 22 Closing Statement…Pg. 23
Introduc;on Undoubtedly, Ferrari is one of the most famous sports car manufacturers in the world. This is not only due to its unmatchable success in Formula 1 racing history, but also the fabulous road cars it has built through the years. Ferrari cars are renowned for sexy looks and spectacular speed. Since the 1990s they are also reasonably user friendly and reliable. In addi;on to their rarity and heritage, it is easy to see why Ferrari is the most sought aZer sports car marque from millionaires. The purpose to this campaign is to try to rebrand Ferrari with a new modern up to date look, but also use it’s unique history to update and modernize their new brand image.
Client Proﬁle Ferrari is a top of the line super car company that provides quality vehicles to the wealthy. Ferrari is such a strong company because of their iden;ty and image of wealth.
Crea;ve Brief Category-‐ Elite Sports Cars & Automobiles USP-‐ Best in class sports cars having superior engines and latest technology Target Audience-‐ Elite class customers seeking for a brilliant sporty driving experience Taglines: “Ferrari, the car for the illumina;” “Everything we do is driven by Ferrari” “We are the compe;;on”
“TO BUILD UNIQUE SPORTS CARS DESTINED TO REPRESENT THE EXCELLENCE OF ITALIAN CARS, WHETHER ON THE ROAD OR ON RACING CIRCUITS.”
Strengths Strong Brand image Beauty & Aesthe;cs Aura of Mys;que Symbol of Status/Class Innova;ve Technology Proud Brand Associa;on Strong Presence in Racing World
Weaknesses Business model not tailored to all people Market only to certain type of people Fuel Eﬃciency Emissions Wai;ng Lists Limited Sales Volume and Distribu;on Extremely High Priced “They think they are doing you a favor by selling you a car.”
Opportuni;es Global Company Company Expansion (Globally) Expanded Product Range Increasing Pride in owning a Ferrari Entering in Hybrid and future car segments Augmen;ng the distribu;on and service network Leveraging the owners group network to reach poten;al customers
Threats Economy Compe;;on Porsche Lamborghini Bugak BMW Mercedes Automo;ve Policies Lack of Selec;on (No S.U.V’s) Various Custom policies in some countries make purchasing a long procedure
Target Audience / Niche Market Elite Class, Rich & Wealthy Those who can buy a car they don't need to drive. Classic Ferrari 250 GTO becomes most expensive car in the world at $52m
Expanded Target Market Age-‐ 20-‐40 Gender-‐ Male Loca;on-‐ Global Income Level-‐ Very High at least 6 ﬁgures Social Class-‐ Elite/Very Wealthy Occupa;on-‐ Successful Businessmen, Entrepreneurs, GM’s, Business owners Marital Status-‐ Married or Single Hobbies-‐ Performance Cars, Racing, Luxury high valued items
Compe;tor Analysis Lamborghini – Aesthe;cs, Faster. Targets speed lovers, where Ferrari targets car lovers / enthusiasts. Regularly more available then Ferrari but less then Porsche.
Porsche – Most fuel eﬃcient, includes SUV in product line, more accessible then other 2 compe;tors. Highest sales volume out of all three compe;tors. Ferrari – Deﬁni;on of a super car, rare, pres;ge.
Logo 1 Style Guide
Typeface: Duepuntozero/Paciﬁco !
Tone: Classic Heritage This Paleoe features the classic Italian heritage colors (red, green, white) along with a shade of black. It is a familiar color sequence that has that classic but s;ll slightly modernized feel.
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Logo 2 Typeface: Paciﬁco Tone: Sporty This Paleoe is more casual and sporty. The classic Ferrari Red is a mainstay along with bright yellow and dark black gives a mellow but s;ll dark classic sporty feel.
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Logo 3 Typeface: Gotham/ Neutra Tone: Masculine/Strength This Paleoe is very masculine. Again with the classic Ferrari red along with darker shades of Grey and Black gives this a darker tone and feel. The color ﬂow can create an impression of a muscle car.
Logo 4 Typeface: Paciﬁco
Tone: Timeless/Old Fashioned This Paleoe features lighter colors to go with shade of black ;nt which can create almost a classic old fashion type feel. The colors create an eye popping eﬀect. The colors are also strong and preoy straight forward which can help grab aoen;on. Color Paleoe
In conclusion we felt it was ;me for Ferrari to update it’s logo but at the same ;me keep the classic heritage, and s;ll allow the normal everyday person to recognize the logo, and uphold their pres;gious automo;ve manufacturer reputa;on they have earned and maintained for many years.