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Ferrari

venerdĂŹ 9 settembre 2011


Ferrari: an italian Brand Ferrari is known for high quality and excellent sports car manufacturer. We can identify the success of Ferrari in three important features: 1. Craftsmanship 2. Sales on order 3. Unique in Design and Technology

This elements represent the ground of what we can call “Ferrari style”. It consists in luxury, high quality of products, constant research on technology and design. Be part of the “Ferrari Syle” means, from a costumer, sharing this type of values that the brand carries on in itself, in a kind of exclusivity way.

venerdì 9 settembre 2011


Best Partners

venerdĂŹ 9 settembre 2011


Maranello: The Factory Ferrari is divided in: GT car production: In it there are the departments involved in the production of Ferrari models. About 6,400 cars are built there each year.

GES Racing Department: The facilities holds More than 900 people that work towards F1 success. Management, R&D, Staff: Ferrari Headquarter features also a series of facilities dedicated to services and other relevants activities.

venerdĂŹ 9 settembre 2011


Analysis In 2007 Ferrari sold 6400 sports cars. 88% of the production is exported. This is the Ferrari geographic market distribution: US and Canada I

venerdĂŹ 9 settembre 2011

In 2003 Ferrari had sold 4300 sports cars. 89% of the production was exported. In 2003 the Ferrari geographic market distribution was:


STORES venerdĂŹ 9 settembre 2011


Ferrari stores Ferrari stores are built to involve customers into an exclusive and luxury environment. 22 retails around the world, most of them in downtown, shares same pattern as: 1. Interior and exterior architectual design; 2. Appropriate coordination of garments; 3. Excellent customer care. 4. Online stores 5. Employee customer - oriented

From “Scuderia” Collection

The customers, usually with high social and economic status, are the main focus of the in stores marketing strategy. Also, the exclusive and luxury location represent an accurately strategy of keeping Ferrari value in customers mind.

venerdì 9 settembre 2011


Ferrari Collections Spring/Summer collection 2011

Spring/Summer collection is tought for man and women that wants to enjoy Ferrari style in different situation of daily life. Ferrari also provides beachwear line for man, woman and kids. Menswear Ladieswear

venerdĂŹ 9 settembre 2011


Scuderia Collection

Scuderia collection is the line outlined for Formula 1 fans. The style of the line is closely related with racing, used also by Ferrari employer during races and Ferrari tests. The line is sponsored by Fernando Alonso and Felipe Massa, pilots of Ferrari monoposto.

venerdĂŹ 9 settembre 2011


New Line: “Sporty fashioned”

venerdì 9 settembre 2011


Target Market 18 -30 age

Younger audience would immediately bring potential consumers in the "Ferrari world"

young entrepeneurs, students, freelancer

Ferrari products entering a broader market segment and more competitive.

upper-middle social level

Ferrari values will come into the new line as a symbol of quality, luxury and exclusiveness products.

fans of motors and fashion trends

venerdĂŹ 9 settembre 2011

Strengths


Competitors

venerdĂŹ 9 settembre 2011


Marketing Strategy

venerdĂŹ 9 settembre 2011


Stores •

Change employee suit with the new line collection.

Push on the location of the stores to promote the line.

Keep the line inside Ferrari values.

In stores event to show up the new line.

venerdì 9 settembre 2011


Events

Magazines

1. Promote the new line inside 1. Dress up Pilots and Staff during specific magazines sections (as Formula 1 racer with the new Men’s Health, Il Sole 24 ore and so collection on). 2. Promotion during the Ferrari 2. Working closely with journalist Challange, event dedicated to the to write articles about the brand Ferrari supporters. and what’s new in it.

venerdĂŹ 9 settembre 2011


Internet Use the website as a main communication channel Use the online comminuties to rich younger customers

Promote on the Ferrari online store the new collection

venerdĂŹ 9 settembre 2011


Ferrari