You are in charge of all marketing activities in North America for the Italian l

Question

You are in charge of all marketing activities in North America for the Italian luxury sports car manufacturer Maserati. Maserati has just introduced a new model that will be competing directly against well-known luxury sports cars such as Porsche, Ferrari, Jaguar, and BMW. How would you position the new Maserati model? How would you establish and support this positioning strategy?

Note: Although Maserati equals competitor's performance and design, it is a small company and has less money than competitor's for promotion.

Explanation / Answer

This is just an example, in real life Maserati is no small company.

You can give a Maserati to a celebrity like a NBA player or a movie star with one condition: to promote the car itself, take more than 1 picture inside the car during a couple of month. You want to choose some one who is well known on social networks like Instagram, Facebook, Pinterest etc, The amount of followers they have is in the millions.

You can choose Lebran James from the Cleveland Cavs, he is well known for advertising products and a recent study shows that even though James will charge you around $140,000 per tweet, he will reach 5 million people. A marketing company would need at least 5 times that budget in order to reach that amount of people.

Most of the time people want to buy what celebrities are buying that is why this method is so effective.

Maserati is all about luxury, if you visit their website, you will see great pictures of the best cars and they also offer a test drive, this is another method we could offer to set us appart from the competition.

Another strategy we could implement is looking from a different perspective and instead us trying to get all the customers to buy the cars , we need to insert that desire in the customers , how? We can put a waiting list and telling customers our cars are so exclusive that you have to wait 2 month to get it after your down payment, only the small circle of people who can actually afford the car will be on the list.

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