“They got to look like a Jeep

Chrysler Hikes Spending on Jeep

piumini moncler The automaker is ratcheting up advertising this quarter and plans to do so in each of the next two moncler saldi years, Chief Financial Officer Richard Palmer told attendees at an unveiling of its five year plan last week. at retail (excluding fleet), rising to $170 per vehicle next year and $210 in 2011. By the calculations of Joe Phillippi, president of Auto Trends Consulting, that would put Chrysler’s spending at $1.4 billion next year, based on the automaker’s sales forecast. piumini moncler

moncler outlet online uomo Chrysler Group vehicle sales fell 28% last month to 65,803 units vs. last October, and CEO Sergio Marchionne said, “I can give you one reason: the fact that we’ve been incredibly quiet for the last five months so the marketing positions of all our brands have moncler bambino outlet been incredibly weak.” He cautioned attendees not to be pessimistic, citing his success at turning moncler outlet around Fiat. “We would not reinvest $23 billion if your expectation is not moncler bambino saldi to re establish these brands.” moncler outlet online uomo

moncler outlet online shop But while the dollars might be up, some observers believe they might be spent too much on traditional mass media and that there’s a disconnect in the marketing messages for Jeep, Ram moncler donna and Dodge that the public will find hard to reconcile. moncler outlet online shop

moncler donna To start with, Chrysler hopes to reposition Dodge cars from moncler saldi uomo rugged to refined and youthful, said Ralph Giles, president CEO of the brand. He called it “a complete overhaul of our branding and positioning” by the second quarter moncler outlet online shop of piumini moncler 2010. Within that framework, the automaker is also changing its targeting, going after consumer lifestyles rather than age groups or price classes, because, he said, “people are aging gracefully” moncler outlet serravalle and “fun is ageless.” moncler donna

moncler bambino outlet Mr. Giles said several ad ideas are under consideration, and he showed a video themed “The Physics of Fun” said to have been created by Chrysler’s multicultural shop GlobalHue, Southfield, Mich. The shop referred calls to the client. moncler bambino outlet

moncler saldi uomo The repositioning for Dodge is a stretch, said John Wolkonowicz, industry analyst at IHS Global Insight, noting that “Dodge was never about refined and you can’t just piumini moncler saldi suddenly be refined.” As a self described believer in generational dynamics, Mr. Wolkonowicz is not a fan of Dodge cars chasing a mind set instead of certain age groups. moncler saldi uomo

piumini moncler outlet Jeep, too, is shifting gears, veering away from its established workhorse roots. President CEO Mike Manley said the brand will be less focused on “sheer capabilities” and more on fuel economy and on road driving manners. Jeep research found that only 30% of consumers outlet moncler are interested in true off roading, so the brand aims to appeal to both its traditional “adventurers” and “dreamers, a larger group of people who are time constrained by family and work, who want authentic gear with the hope that one piumini moncler outlet day they’ll be able to do more and dream less.” He said the Wrangler will remain “the ultimate expression of the brand” and come with standard 4×4, off road ability, but the nameplate will get more derivatives and models, some with two wheel drive. piumini moncler outlet

moncler saldi outlet It’s not moncler uomo exactly a new strategy. Neither moncler saldi outlet model did very well. Mr. Phillippi said Chrysler can expand Jeep into non off roaders but the automaker has to be careful “not to sissify” the rugged brand. Styling will be crucial for the new Jeeps, he said. “They got to look like a Jeep.” moncler saldi outlet

moncler saldi Chrysler’s multicultural shop, GlobalHue, Southfield, Mich., handled Jeep’s general campaign with the theme “I live. I ride. I am. Jeep.” moncler saldi

moncler bambino saldi Richards Group, Dallas, was tapped for the new Ram work after a pitch that included incumbent BBDO Detroit, and it created a spot with an audacious media buy 190 times in prime time on its first night alone. The first spot, titled “Manifesto,” was narrated by agency founder Stan Richards. The theme is “I am Ram,” and it uses a montage of photos as the narrator says things such as “I am fueled by optimism and a can do spirit,” and “I will not yield. I will not coast to a stop. My name is Ram.” moncler bambino saldi

moncler outlet trebaseleghe Mr. “It looks like an animatic,” commented Producer449, New York. “And secondly, it has more cliches than I’ve ever heard moncler outlet trebaseleghe in 60 seconds. Or maybe it was piumini moncler uomo 30 seconds but just felt like 60 seconds.” moncler outlet trebaseleghe

moncler outlet serravalle “What a moncler outlet online uomo waste of marketing More hints https://www.moncleroutlet-i.org moncler outlet dollars. Sending the same message to the same sets of eyeballs over and over and over again, using expensive media placement,” said TheD, Troy, Mich. moncler outlet serravalle

piumini moncler saldi Massachusetts dealer Tom Barenboim, said, “I didn’t get the message or the value of the proposition,” but said he’s staying openminded because he was told he had to see all three phases of the blitz. piumini moncler saldi

moncler outlet Mr. Manley said the goal of the first piumini moncler scontatissimi phase is to generate awareness for the brand’s new philosophy. The narrator in the TV spot for the second phase, which breaks later this month, talks about not living through other people. The campaign’s final phase “is a real call to action that will create a pathway to sales that is very different from traditional methods,” he said. moncler outlet

moncler uomo The Chrysler vehicle brand presentation by President CEO Olivier Francois, tapped months ago to oversee all the carmaker’s marketing, advertising and brand development, was the strongest made by any of Mr. Marchionne’s 15 lieutenants, said Mr. Wolkonowicz. moncler uomo

outlet moncler Mr. Francois, who keeps his job as the head of Fiat’s upmarket Lancia brand, showed an emotional brand vision video for the Chrysler 300 that could easily be transformed into an ad. “Whatever happened to American style?” the video’s narrator says. “When going for a drive was a big deal. We turned heads.. At Chrysler we believe it’s time to get it back.” outlet moncler.