Essay on Design part 2
On the other hand, Fiat has a considerable experience of creating and maintaining exclusive brands, such as Ferrari or Maseratti. In such a way, the company can develop the effective marketing strategy to enhance its competitive position in the market. The company can rely on its own resources to develop the brand of Chrysler in the new business environment (Breneman & Taylor, 2006). The development of the new brand image is essential to revive the interest of customers to the brand. The experience of Fiat in the creation and the maintenance of its brand can be helpful and effective taking into consideration the success of other brands promoted by the company, including Ferrari and Maseratti. Therefore, the company can develop the effective brand but Fiat should develop a long-run branding plan and strategy to revive Chrysler.
The current marketing material
At the moment, Chrysler faces considerable difficulties because the company and its brand is in decline after the economic recession of 2008 (Newel, 2011). In such a way, the company faces the problem of the ongoing deterioration of the marketing performance of the company leads to the steady decline of the brand image because the company cannot maintain its brand image without the effective funding and introduction of new products and innovations (Gwynn, 2004). In such a way, the company faces considerable problems with revival of its brand. In this regard, Chrysler relies heavily on Fiat. Fiat has retained the brand name and agrees to revive the brand and enhance the position of Chrysler in the US market. In such a situation, the position of the company in the US market depends on the branding strategy. At this point, it is worth mentioning the fact that the company can use the full potential of its brand and revive its popularity investing into the aggressive promotional campaign, which though should be backed up by consistent changes in the production process, including the introduction of innovations and developing a new marketing strategy to reach the tremendous success in the market.
Identification of target audiences
In this regard, the target audience of the new brand is very important to determine since the branding focuses on the specific target customer group. The company can focus on the younger customer group taking into consideration the general marketing strategy of Fiat which is traditionally oriented on the younger customer group. In this regard, Chrysler may focus on the younger customer group to sell its products. The focus on the younger customers can help to improve its brand image and increase sales because, at the moment, Chrysler manufactures Fiat vehicles oriented on the younger customer group.
Identification of competitors
The major rivals of the company are traditional, GM and Ford (Viadrot, 2005). At the same time, the revival of the brand of Chrysler will shift the target audience of the customer from the family car segment to the younger customer group that means that the revived brand is likely to start competing not only with its traditional rivals, including GM and Ford but also with new rivals, including European companies, such Seat, Japanese brands, like Nissan or Toyota, and others, which are oriented on the large customer group, including the youth (Pine & Gilmore, 2009).
The design elements of the brand communications and their impact on the positioning of the brand to specific markets and audiences
The brand communications should be accurate and concise. The brand design should reach the target customer group precisely. In this regard, the revived brand should be eye-catching, original, and dynamic. Therefore, Chrysler should refuse from its classical, traditional brand image and introduce a more dynamic one that could become more attractive for young customers. For instance, the current logo of the company is too proportional, graphically correct and accurate. Instead, the new brand image should develop a more dynamic logo
The brand’s sustainability in its marketplace
The brand’s sustainability is very important for the survival of Chrysler in the market, especially in the car manufacturing industry. In this regard, Chrysler should consider the possibility of developing new vehicles using alternative fuels along with fuel-efficient vehicles which are attractive to the younger customer group. Young people are concerned with both environment friendliness of their cars and their fuel efficiency because fuel efficiency saves their money, while the youth is normally concerned with saving money on fuel (Mohrman, 2008). In such a situation, the new brand of Chrysler should be fuel-efficient one that can enhance consistently the position of the company in the market and Fiat can help Chrysler in this field using its experience and technology of developing fuel-efficient vehicles.
Conclusion: the next five years for the brand
In the nearest future, Chrysler will have to invest abundantly into the revival of its brand but the brand revival should accompanied by technological changes and innovations. For instance, the company can launch a new fuel-efficient car and make it a new generation car representing a new or revived Chrysler brand which is dynamic, active and environment-friendly, i.e. fuel-efficient (Peters, 2012). The development and introduction of the new vehicle will take one-two years and the creation of the new car should be accompanied by intensive promotional campaign to make the audience come prepared to the appearance of the new car and the new Chrysler brand. The company can start the mass production of the new car on the third year from now on and maintain the active promotion of its new brand and car. At the same time, the company can develop new models on the platform of the new car and expand the promotion including new models oriented on young people, who are interested in fuel-efficient, dynamic and active cars that help customers to maintain the active lifestyle.
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