Chrysler Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Chrysler through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Chrysler Product Strategy:
Chrysler offers luxury and near-luxury cars as its products. It deals with luxury sedans, convertibles and minivans. Their current line-up includes Chrysler 300, Chrysler Pacifica and Chrysler Pacifica Hybrid. They also operate in gear and merchandise business as a part of their marketing mix product portfolio. Some of their known former productions include Chrysler Delta, Chrysler Sebring, Chrysler Town and Country, Chrysler Voyager and their concept cars include Chrysler 700C and Chrysler 200C EV among the recently manufactured models. Chrysler Uconnect is a system that has been installed in Chrysler vehicles along with the other subsidiaries under the parent company Fiat Chrysler Automobiles. It provides features like Wi-Fi hotspot, connection to smartphones and safety of the vehicles. In the merchandise section, they offer men’s and women’s wear, headwear, lifestyle products and active gear. Some of its other key brands also include Dodge, Jeep, Mopar & Ram.
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This concludes the product strategy in Chrysler marketing mix & strategy.
Chrysler Price/Pricing Strategy:
Below is the pricing strategy in Chrysler marketing mix strategy:
Chrysler is considered to be one of the mass-market brands under Fiat Chrysler Automobiles. Still the cars are steeply priced under this brand.
For example – the price of Chrysler 300 starts at around $29,000 and 300C starts at $41,000. The vehicles are aimed to appeal to the premium segment. Chrysler merchandises are moderately priced and they have a specially priced segment where they sell their products at a discount.
Read more about Chrysler
Chrysler Place & Distribution Strategy:
Following is the distribution strategy in the Chrysler marketing mix:
Chrysler factories are located at Canada, Mexico, United States, and Venezuela. The joint ventures factories are located in Egypt. They have their overseas operations all over the world where one can buy their models from the authorized dealers. With the help of franchised dealers, they have widened their distribution network.
Chrysler headquarters is located in Michigan, United States.
Chrysler Promotion & Advertising Strategy:
The promotional and advertising strategy in the Chrysler marketing mix is as follows:
Chrysler commercials and advertisements have been one of their most prominent promotional strategies. Their “imported from Detroit” campaign featured Eminem, fashion designer John Varvatos and former Detroit Lions defender Ndamukong Suh. The ad campaign ‘Born of Fire’ for their model 200 had received Emmy Award for Outstanding Commercial. “Let’s Refuel” campaign was all about the brand offering gas cards that allowed them to access gas discounts after purchasing or leasing a car. One of their oldest campaigns for their New Yorker model, “Your Next Car” had been quite popular as the jingle was famous even after years. The ad featured the voice of the legendary actor David Wayne. The Chrysler 300 was marketed as a luxury car, but affordable in the luxury price segment. “We don’t want to be the biggest. Just the Best” – the popular ad campaign for The Lancer and LeBaron GTS that was comparable to brands like Audi and BMW. They popularised web address in the TV and print ads, which when clicked displayed snapshots of real customers who talked about their lives and their vehicles. This kept the audience hooked to what the customers were saying. They also provide access to game tournaments on subscription. This completes the marketing mix of Chrysler.
About Chrysler:
Chrysler is an automobile manufacturing company, headquartered in USA. It was founded by Walter Chrysler.
Currently, it is the subsidiary of its parent company Fiat Chrysler Automobiles. The company has its business spread all over the world.
Browse marketing strategy and 4Ps analysis of more brands similar to Chrysler. The Marketing Mix & Strategy section covers 4Ps and 7Ps of more than 800 brands in 2 categories.
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