In a context of economic crisis, characterised by a decline in registrations of new cars, the Peugeot brand has decided to launch the new model "308 CC". The model offers a set of features improving everyday comfort: an aesthetic design, an automatic retractable roof, an optimised interior and great acoustics. The objective is to win over new customers and strengthen the image of Peugeot as a leader in the "coupé cabriolet" segment.
Prepared in close collaboration with the Marketing Team of Peugeot, this case study presents the marketing plan for the launch of the Peugeot 308 CC model. It provides detailed information about the PSA Peugeot Citroën group, the Peugeot brand, the car market and the "coupé cabriolet" segment.
The students are asked to prepare a marketing plan for the French market: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies).