JEEP-B SUV TARGET SEGMENTATION
Aims:
- JEEP – a brand of FIAT Chrysler Group- aims to launch a new SUV model belonging to the I0 segment (B-SUV)
- To this purpose the brand is interested in:
> Assessing the potential target of the new model
> Identifying this target by operating a segmentation of the market
> Understanding lifestyle and habits of the target in order to develop the right communication strategy to promote the new vehicle
- To satisfy these objectives, a quali-quantitative research project on a sample of current owners and intenders -through three main countries –Italy, France, Germany- has been committed to baba.
Click to view the research design