4P Marketing Mix final
MARKETING MIX – CITROËN DS3
Comparison France – China
Grégoire Duffour - 20140202930
Marketing Mix of the Citroen DS3 in France and China
Citroën is a French automobile manufacturer. André Citroën founded the company in 1919. The brand has always been known for its cutting-edge technology and, on several occasions, it revolutionized the automotive industry. Citroën notably created the “Traction Avant” in 1934, the utility H, the 2CV, DS, GS, BX, SM, CX or, XM which are all avant-garde creations. In Paris, February 5, 2009, for the 90 years of Citroën, and after a week of speculation about the resurrection of the DS, Citroën presented the launch of a new family of premium models, “Citroën DS”. A premium line based on the classic range, hippest or proprietary versions unparalleled in the Citroën range, with benefits to the German specialist brands that inspire luxury.
To conquer new markets such as Chinese market, Citroën has internationalized its DS line and reached an agreement in November 2011 with the China Chang'an Automobile Group (GCC) based in the Chinese city of Chongqing. PSA Peugeot Citroën inaugurates the creation of the joint venture "Changan PSA Automobile (CAPSA)" which is the second joint venture of French group Chine - being associated with Dongfeng Citroën (CAPD).
The Citroën DS3 was the first of the DS line to tackle the Chinese market. We'll see how a marketing strategy may vary depending on the market for a completely similar product.
1. Let’s start with DS3 marketing analysis in France.
Product :
In France: the DS3 product is considered as innovative and playing on a model from the past. While there is absolutely nothing in common between the old and the new DS, Citroen ventured out this legendary name only in the hope of creating the buzz. Aimed at 30-45 years the car is customizable. Everyone can have choose between a relatively large choice of colors, the possibility of a different roof colour, related to the selection of a number
Comparison France – China
Grégoire Duffour - 20140202930
Marketing Mix of the Citroen DS3 in France and China
Citroën is a French automobile manufacturer. André Citroën founded the company in 1919. The brand has always been known for its cutting-edge technology and, on several occasions, it revolutionized the automotive industry. Citroën notably created the “Traction Avant” in 1934, the utility H, the 2CV, DS, GS, BX, SM, CX or, XM which are all avant-garde creations. In Paris, February 5, 2009, for the 90 years of Citroën, and after a week of speculation about the resurrection of the DS, Citroën presented the launch of a new family of premium models, “Citroën DS”. A premium line based on the classic range, hippest or proprietary versions unparalleled in the Citroën range, with benefits to the German specialist brands that inspire luxury.
To conquer new markets such as Chinese market, Citroën has internationalized its DS line and reached an agreement in November 2011 with the China Chang'an Automobile Group (GCC) based in the Chinese city of Chongqing. PSA Peugeot Citroën inaugurates the creation of the joint venture "Changan PSA Automobile (CAPSA)" which is the second joint venture of French group Chine - being associated with Dongfeng Citroën (CAPD).
The Citroën DS3 was the first of the DS line to tackle the Chinese market. We'll see how a marketing strategy may vary depending on the market for a completely similar product.
1. Let’s start with DS3 marketing analysis in France.
Product :
In France: the DS3 product is considered as innovative and playing on a model from the past. While there is absolutely nothing in common between the old and the new DS, Citroen ventured out this legendary name only in the hope of creating the buzz. Aimed at 30-45 years the car is customizable. Everyone can have choose between a relatively large choice of colors, the possibility of a different roof colour, related to the selection of a number