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Peugeot's Digital Strategy
- 1. PEUGEOT’S DIGITAL STRATEGY Fred Choi ADV 420 NMDL FALL 2015
- 2. MAIN IDEA Introducing the methods of advertisement and marketing campaigns that are most effective with the lowest or reasonable budget. Identifying the Key Performance Indicators (KPI) that measures if the campaign was successful or not and what can we improve from it.
- 3. BACKGROUND Peugeot is one of the best automotive company in Europe that offers unique styles and innovative technologies with reasonable price. They also produces bicycles with modern designs and function that fits perfectly into urban cities as well.
- 4. TARGET AUDIENCE WOULD BE SMALL AND LARGE FAMILIES WITH CHILDREN WHO NEED MORE ROOM FOR ALL THEIR BAGS, DOGS, AND BARBECUE
- 5. TARGET MARKET WOULD BE MOSTLY IN EUROPE FOLLOWED BY EAST ASIA WHICH IS CONSIDERED TO BE NEXT BIGGEST MARKET
- 7. BUDGET
- 8. WHETHER YOU ARE LAUNCHING A START-UP OR LEADING AN ESTABLISHED COMPANY, YOU SHOULD START ESTABLISHING YOUR SOCIAL MEDIA PRESENCE IF YOU HAVENT ALREADY. - RICHARD BRANSON
- 10. “American’s time spent per day on mobile devices has increased over 575% in past three years”
Notas del editor
- In this presentation, I will talk about Peugeot automobiles’ digital strategy. Currently, peugeot is not availble in U.S market; however, Peugeot is one of the best selling automotive company in Europe. They have started their business over 100 years ago with tricycles equipped with steam engines. As market expands, they are also expanding throughout the world such as Asia and South America. Peugeot is well-known for comfort, unique interior and exterior styles, innovative technology with cheap price compared to other competitors. Peugeot produces not only vehicles but also bicycles that are fitted to urban area as well. They are known for their elegant styles as well as high durability and functionality.
- Currently, Peugeot is operating
- In order to figure out if an advertisement campaign was successful or not, Peugeot need to develop Key Performance indicators (KPI) such as Net income as a percentage of sales per vehicles or number of advertised vehicles of sold during the period of advertisement campaign. For example, set the timeline of the TV advertisement for 6 months with expected goals of 30% increase in sales of target vehicle. You can figure out if the advertisement was successful or not by watching the number of sales of target vehicle was increased or decreased. If the number of sales was increased over your expected goals of 30%, you can consider the campaign was successful. Furthermore, if you are using social media advertisement campaign, you can develop KPIs such as fan growth, response rate and engagement rate. Lastly, the number of people visited and the time spent on the main website can be effective KPIs as well to see if your campaign was successful or not because the main websites are the first gate if people got interested by the campaign.
- The budget for Advertisement would be concentrated on digital advertising such as online marketing. I suggest approximately 2.5 billion dollars by using percentage of sales method. The sales of Peugeot in 2014 were approximately 50 billion dollars. Normally, the advertisement budget can be expected with 5 to 7 percent of sales. However, over those 2.5 billon dollars, 40% or 1 billion dollars would go towards digital advertisement such as Social Media, Google, and Mobile ads. I suggest investing in digital advertising because the trend is shifting from public relations to digital advertising.
- Even though Peugeot already have connected links of various Social Media with the main websites, they need to be more active in introducing and advertising their vehicles because their brand heritage is not well-known to people. Furthermore, Peugeot needs to vitalize communication with customers to get the feedbacks from them. Currently, all Peugeot is doing in Social media is posting pictures and videos to introduce new vehicles and to promote sponsorships. It would be better if Peugeot start to post an event such as test-driving, trial-performance and open exhibition of poster or keywords for the car with the rewards and so on. Throughout the establishment of two-way communication, Peugeot can continuously figure out what they need to fix and improve upon their cars and customer management system as well.
- The official international website for Peugeot exists to introduce and promote their products and other various concepts and activities. There is no place you can communicate with the website other than ‘Contact’. Also, since Peugeot’s products are not available in United States, there is no official website for U.S. When I overviewed United Kingdom’s website, the main purpose of the website was for the sales and awareness as well. Therefore, they can measure the sales rate per month after they launch new products and update them on the website. However, there are no indicators to analyze how many visitors came to the website. The number of people who visited and spent time on the website would be effective Key Performance Indicator for Peugeot’s hope for awareness.
- There is no mobile application for customers to enhance their experience with Peugeot. Therefore, I suggest creating mobile application of Peugeot automotive that has few functions such as searching for vehicles, shop for available vehicles through connection with other dealership applications, sending notifications of latest news or updated news. Also, for customers who already have Peugeot vehicles, the application can provide setting up services or remote control of their vehicles as well. To enhance their driving experience, they can also create remotely controlled music selection function which enables drivers search through their music more conveniently.