Citroen Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Citroen through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Citroen Product Strategy:
Citroen is one of the most popular car companies. Citroen was the worlds company to produce mass product front wheel drive car. Citroen has been the first to bring in so many technologies to the automobile industry. In the recent decade, in 2003 the company has produced the C3 Pluriel which was a complete modification from its earlier cars. Dongfeung Peugeot-Citroen has been growing and now has produced developed eight new designs for the China market. Citroen came up with their premium brand DS i.e. Different Spirit to run along with the mainstream cars. Citroen came up with DS3 which has been a success. It is customisable and colours for the roof can be selected in contrast with the body of the car. It was the most sold cars in Europe under the premium subcompact cars category having a market share of around 40%. The DS series has been growing since then including the DS 4, DS 5LS, DS 6WR etc. their cars are also into motor rally events and have won various championships. It is now coming up with its new CE 13 in the US market. This gives an overview in the product mix of Citroen.
Image: Wikimedia
This concludes the product strategy in Citroen marketing mix & strategy.
Citroen Price/Pricing Strategy:
Below is the pricing strategy in Citroen marketing mix strategy:
Citroen has a diverse price offering depending upon the region, demand and competition. The marketing mix pricing strategy of Citroen is as follows.
Citroen has targeted mainly the upper middle class people with their various car range. Citroen have their premium category cars like the DS 3 which is priced at €15,800 with 80hp to sports section at around €29,990 with 202hp. These cars are a little high priced as compared to other compact cars. The C13 is to be priced at GBP 33,000 for the single variant inclusive all taxes. Citroen majorly falls within the luxury cars category depicting the French richness. There are car ranges which are priced a little low to cater the other segments of the society.
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Citroen Place & Distribution Strategy:
Following is the distribution strategy in the Citroen marketing mix:
Citroen is a French automobile company serving worldwide except in United States, Canada, Russia and South Asian countries. Citroen started selling cars in China in 1984 and in 1994 they set up their manufacturing plants there. Today China is their largest overseas market. Citroen is present in around 50+ countries. They also have come up with Joint Ventures in several countries like China, Turkey, France, Italy, Japan, Russia etc.
The cars are made available to the customers mainly through
1. Citroen motor showrooms
2. Dealership with other private Showrooms
3. Online booking
4. Auto Expo etc in various parts of UK.
Citroen Promotion & Advertising Strategy:
The promotional and advertising strategy in the Citroen marketing mix is as follows:
Citroen has been a prominent player as far as advertising is concerned. With the Citroen DS series the company has tried to maintain a link between the young and the old. Young in appearance with the traits of the car line and old in the origin of the car. Earlier Citroen used the Eiffel tower symbol as the world’s largest advertising sign to attract people. They carry out television advertisements and newspapers ads too to promote the product. Citroen majorly try to target the sports section by using the image of Sebastian Loeb who has been the winner for WRC for 9 times. They have always come with slogans that would relate the brand with past. With the DS series, Citroen try to remove the perception of the brand as the “brand for retirees.” Promotion of the brand was also done via magazines and featuring their premium sections with attractive slogans. Citroen also carries out exhibitions and shows their cars and the new concepts they come up with. Hence, this covers the marketing mix of Citroen.
About Citroen:
Founded in 1919 by a French industrialist, Andre Gustave Citroen, it is a French automobile company. It is a part of the PSA Peugeot Citroen groups and the headquarter is in Saint-Queen, France. Citroen is one of the reputed automobile brand spread worldwide and has more than 10,000 employees.
Citroen is the first car company to mass produce outside the United States of America. Within a few years from start it emerged as the largest car producer in Europe.
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