Digital Marketing - Cases studies Fiat 500
Fiat 500 was the first car to be built with a shared social and design typical of Web 2.0.
The website fiat500.com was visited by 3,700 million people that contributed to the creation of the new 500, a product that didn't exist before.
Here, first, we'll do a little overview about the "digital marketing", we'll explain the principles of Internet Marketing.
After, we'll analyse Fiat 500's case study with the help of a presentation (slideshare.net) and with some Video clip (youtube.com).
A work of:
Albanese Andrea
Angrisano Federico
Campoli Sara
Maddaleni Valentina
The website fiat500.com was visited by 3,700 million people that contributed to the creation of the new 500, a product that didn't exist before.
Here, first, we'll do a little overview about the "digital marketing", we'll explain the principles of Internet Marketing.
After, we'll analyse Fiat 500's case study with the help of a presentation (slideshare.net) and with some Video clip (youtube.com).
A work of:
Albanese Andrea
Angrisano Federico
Campoli Sara
Maddaleni Valentina
Principles Of Internet Marketing
BASELINE DEFINITION OF e-MARKETING"...identifying, understanding, collaboratively creating, and meeting a segment of human and social needs, want, desires, wishes digitally."
Watch our presentation on slideshare.net
Click Here to Enjoy It!
Case study: New Fiat 500
Internet revolutionizes the way to do marketing
Click to watch the presentation New Fiat 500Summary
1. What is Fiat?
2. The story of a myth: Fiat 500
3. The New Fiat 500
4. Internet Marketing mix
5. Collaborative Innovation: 4 steps
6. Customers' response
4P'S NEW FIAT 500
PRODUCT
The new Fiat 500 was launched into the market on the 4th July 2007 and it's without doubt one of the most famous italian cars for its innate elegance sense, its concise project and the sense of measure : it has small dimensions but it's very spacious and comfortable, it appears agile and fairly sprintable.
The peculiar features of the new small car of the group Fiat remind of the original model of the 50's, from the big headlights to the pronounced ribbing of the sides, with the two-coloured red and white seats and the round head-rest, but the real "coup de classe" is all contained in the bridge with the white wheel and the big speedometer.
To respect the environement the motor is intrinsically clean, with a low consume of combustibile, high performances apart from silent and comforting.
PRICE
Fiat Automobile CEO defines the new Fiat 500 inclusive and not exclusive because with it Fiat wants to offer all the fundamental contents for the consumer without an increase on the price.
Noteworthy are the available financial formulas for the 500 purchase with two advertised solutions: "500 cents" allows the customer to have the car, and gives them a choice from all Fiat 500 models paying only 5 Euros a day. Otherwise the consumer market who have the financial strength to purchase has the opportunity to experiment the new financial formula "50to500".
This allows the buyer to pay the car in two installments: 50% immediately and 50% after two years. There are three on road prices: 10.500, 12.500 and 14.500 Euros - highlighting the willingness not to butcher the other components of the family Fiat (Panda, Punto and Grande Punto). And the desire to maximize the proceeds and to create an image for the whole mark through a model. This doesn't hide a certain inspiration that Fiat has, and that it is to compete in the same market as the new registered Miniskirt BMW.
"If you like the new Fiat 500, then you buy it without minding the price of the other vehicles".
This is the dogma of Fiat Auto about the new 500. Why?
1)The values of a car can't always be quantified in Euros. The new Fiat 500 is chic, elegant, refined, with numerous retro elements mixed to innovative technical solutions. How much does it cost?
2)Personalize. You can personalize your auto in an infinitive ways. An exclusive price.
3) It will be the new italian Status Symbol.
Is it a fair price? Probably yes.
PLACEMENT
Fiat is an International firm of a world-wide fame with its capillary nets of distribution in every nations : Fiat's car distributors aim to create a loyalty relation between the automotive (automobile) house and the consumer, based on the qualities of the marketing of the goods and the entrepreneurial qualities.
The demand's evolution brought the clientele to turn not only versus the good "car", but also versus a serie of post sale services like the greatest times of guaranty, the transparent conditions of purchasing of the cars, the disponibilità of a valid net of assistance, provided with competent staff and efficient structures.
Fiat aims to improve its modalities of distribution through internet by an use always more frequent of the web, through a supplì personalized that satisfy necessities of the single consumer and through the specialization of the car distributor.
PROMOTION
Fiat launched a new bet on the web creating in the may 2006 the site fiat500.com. The new marketing strategy is based on the promotion of a product that didn't exist before and was created by the community of the site.
Fiat planned an International operation called "500 wants you": it is a project that exploited the web to make the people involved in planning and design; "500 wants you" is a big laboratory in which 3,700 million of visitors expressed their own preferences and proposed new idea to contribute to the creation of the new 500.
"We believe -says Galetto, the marketing manager of Fiat - in a marketing ever growing interactive, where the consumer becomes "consum-actor" and so the protagonist".
The new Fiat 500 was launched into the market on the 4th July 2007 and it's without doubt one of the most famous italian cars for its innate elegance sense, its concise project and the sense of measure : it has small dimensions but it's very spacious and comfortable, it appears agile and fairly sprintable.
The peculiar features of the new small car of the group Fiat remind of the original model of the 50's, from the big headlights to the pronounced ribbing of the sides, with the two-coloured red and white seats and the round head-rest, but the real "coup de classe" is all contained in the bridge with the white wheel and the big speedometer.
To respect the environement the motor is intrinsically clean, with a low consume of combustibile, high performances apart from silent and comforting.
PRICE
Fiat Automobile CEO defines the new Fiat 500 inclusive and not exclusive because with it Fiat wants to offer all the fundamental contents for the consumer without an increase on the price.
Noteworthy are the available financial formulas for the 500 purchase with two advertised solutions: "500 cents" allows the customer to have the car, and gives them a choice from all Fiat 500 models paying only 5 Euros a day. Otherwise the consumer market who have the financial strength to purchase has the opportunity to experiment the new financial formula "50to500".
This allows the buyer to pay the car in two installments: 50% immediately and 50% after two years. There are three on road prices: 10.500, 12.500 and 14.500 Euros - highlighting the willingness not to butcher the other components of the family Fiat (Panda, Punto and Grande Punto). And the desire to maximize the proceeds and to create an image for the whole mark through a model. This doesn't hide a certain inspiration that Fiat has, and that it is to compete in the same market as the new registered Miniskirt BMW.
"If you like the new Fiat 500, then you buy it without minding the price of the other vehicles".
This is the dogma of Fiat Auto about the new 500. Why?
1)The values of a car can't always be quantified in Euros. The new Fiat 500 is chic, elegant, refined, with numerous retro elements mixed to innovative technical solutions. How much does it cost?
2)Personalize. You can personalize your auto in an infinitive ways. An exclusive price.
3) It will be the new italian Status Symbol.
Is it a fair price? Probably yes.
PLACEMENT
Fiat is an International firm of a world-wide fame with its capillary nets of distribution in every nations : Fiat's car distributors aim to create a loyalty relation between the automotive (automobile) house and the consumer, based on the qualities of the marketing of the goods and the entrepreneurial qualities.
The demand's evolution brought the clientele to turn not only versus the good "car", but also versus a serie of post sale services like the greatest times of guaranty, the transparent conditions of purchasing of the cars, the disponibilità of a valid net of assistance, provided with competent staff and efficient structures.
Fiat aims to improve its modalities of distribution through internet by an use always more frequent of the web, through a supplì personalized that satisfy necessities of the single consumer and through the specialization of the car distributor.
PROMOTION
Fiat launched a new bet on the web creating in the may 2006 the site fiat500.com. The new marketing strategy is based on the promotion of a product that didn't exist before and was created by the community of the site.
Fiat planned an International operation called "500 wants you": it is a project that exploited the web to make the people involved in planning and design; "500 wants you" is a big laboratory in which 3,700 million of visitors expressed their own preferences and proposed new idea to contribute to the creation of the new 500.
"We believe -says Galetto, the marketing manager of Fiat - in a marketing ever growing interactive, where the consumer becomes "consum-actor" and so the protagonist".
Fiat 500 - Emotional Marketing Adv.
This is a FIAT commercial adv. It's the ORIGINAL spot with subtitles.
This ads' have, as first images, some little shots from the movie "nuovo cinema paradiso" (academy awards in 1990 as best foreign movie) And a little explanation of it (it talks about the recent story of italy):
Life, is a whole of places and persons who write the time. Our time. We grow and mature running up these experiences. And these define us. Some are more important than others why they form our character.
They teach the difference between what it is right... ...and what is wrong. (image of a terrorism act in Italy, 1969, 16 victims)
The difference between the good... ( Giovanni Falcone e Paolo Borsellino, two historical judges that fought against the Mafia) ...and the evil. (the mafia attack that has killed them)
What to be... and what not to be. (brigate rosse it's name of an old italian terrorists group)
They teach us who we want to become. In all this, some persons and some things, tie themselves to us in spontaneous and incomprehensible way...
They support us in expressing us and realizing us... They justify us when we are authentic and true. And if they mean truly something, they inspire the way world changes, and evolve.
And then, they belongs to all... and nobody.
The new FIAT... belongs to all.
This ads' have, as first images, some little shots from the movie "nuovo cinema paradiso" (academy awards in 1990 as best foreign movie) And a little explanation of it (it talks about the recent story of italy):
Life, is a whole of places and persons who write the time. Our time. We grow and mature running up these experiences. And these define us. Some are more important than others why they form our character.
They teach the difference between what it is right... ...and what is wrong. (image of a terrorism act in Italy, 1969, 16 victims)
The difference between the good... ( Giovanni Falcone e Paolo Borsellino, two historical judges that fought against the Mafia) ...and the evil. (the mafia attack that has killed them)
What to be... and what not to be. (brigate rosse it's name of an old italian terrorists group)
They teach us who we want to become. In all this, some persons and some things, tie themselves to us in spontaneous and incomprehensible way...
They support us in expressing us and realizing us... They justify us when we are authentic and true. And if they mean truly something, they inspire the way world changes, and evolve.
And then, they belongs to all... and nobody.
The new FIAT... belongs to all.
curated content from YouTube
What newspaper said about Fiat 500
Il sole 24 Ore: The 500 new departure.
The presentation to Prodi and ministers in the afternoon, and then the celebration began at 10 am and lasting all night. Fifty years after the launch of the legendary 500, Fiat celebrated yesterday their ability to compete, rediscovered after a long crisis, with another 500, which perhaps will not sell 4 million cars as the first, but marks an important moment in the research of a new, stronger market position.(Andrea Malan).
Il Mattino: A city of a thousand and one night for the new 500.
As for the Olympics, Turin is a city in celebration, happy and carefree as in the days of Rio Carnival. The occasion is the return of the new 500, the car most beloved by Italians, who returns to modern version thanks mum Fiat, now irrepressible in the rediscovery of a lost and found greatness in the value of those roaring years that have (re) whether the phenomenon of a " indomitable Made in Italy".(Sergio Troisi)
Le Figaro: Fiat relaunches its legendary coach.
"Wednesday was the day of the event in Italy: the launch of the new Fiat 500. The Italian manufacturer, which renews the in sign of modernity, wishes to give to the competitors a lot of trouble, leveraging on the effect nostalgia".
Il messaggero: Fiat, the debut of the new 500.
If the Cinquecento today looks like the computer mouse, the one born exactly fifty years ago was immediately compared to canned sardines. The choice of small dimensions was inspired by the idea of large numbers: small salaries but many bills allowed that the dreams became reality. More and more Italians could afford a steering wheel between his hands and the exhalant breeze of speed. (Vincenzo Cerami)
La Repubblica: A festival-style Olympics and the little queen arrives from the river Po.
Maybe the memories float like those old Cinquecento that became rafts on the Po, between plastic flowers that appear above the surface of the water and petals. Perhaps dreams fly as this new polystyrene Cinquecento that comes from heaven at the end of the show and swings into a wind too strong. (Mauritius Crosetto).
The Wall Street Journal:%u2028Fiat takes ride on a mini
"Auto maker revives 500 at Poland plant. Concerns about price".
The presentation to Prodi and ministers in the afternoon, and then the celebration began at 10 am and lasting all night. Fifty years after the launch of the legendary 500, Fiat celebrated yesterday their ability to compete, rediscovered after a long crisis, with another 500, which perhaps will not sell 4 million cars as the first, but marks an important moment in the research of a new, stronger market position.(Andrea Malan).
Il Mattino: A city of a thousand and one night for the new 500.
As for the Olympics, Turin is a city in celebration, happy and carefree as in the days of Rio Carnival. The occasion is the return of the new 500, the car most beloved by Italians, who returns to modern version thanks mum Fiat, now irrepressible in the rediscovery of a lost and found greatness in the value of those roaring years that have (re) whether the phenomenon of a " indomitable Made in Italy".(Sergio Troisi)
Le Figaro: Fiat relaunches its legendary coach.
"Wednesday was the day of the event in Italy: the launch of the new Fiat 500. The Italian manufacturer, which renews the in sign of modernity, wishes to give to the competitors a lot of trouble, leveraging on the effect nostalgia".
Il messaggero: Fiat, the debut of the new 500.
If the Cinquecento today looks like the computer mouse, the one born exactly fifty years ago was immediately compared to canned sardines. The choice of small dimensions was inspired by the idea of large numbers: small salaries but many bills allowed that the dreams became reality. More and more Italians could afford a steering wheel between his hands and the exhalant breeze of speed. (Vincenzo Cerami)
La Repubblica: A festival-style Olympics and the little queen arrives from the river Po.
Maybe the memories float like those old Cinquecento that became rafts on the Po, between plastic flowers that appear above the surface of the water and petals. Perhaps dreams fly as this new polystyrene Cinquecento that comes from heaven at the end of the show and swings into a wind too strong. (Mauritius Crosetto).
The Wall Street Journal:%u2028Fiat takes ride on a mini
"Auto maker revives 500 at Poland plant. Concerns about price".
Sitography
- FIAT 500
- Officail Fiat 500's Web Site
- FIAT
- Official Fiat's web site
- FIAT AUTO PRESS
- Fiat Auto press
- FIAT GROUP
- Fiat Group's web site
- IABFORM
- Iamform
- ADMAIORA
- Admaiora
- BUSINESS ON-LINE
- Business On-line web site
- Fiat 500Logy
- You, a writer.
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