Target group-oriented brand awareness and sales promotion
Initial position
How to introduce a car brand which had its heydays in the seventies in Switzerland and the target age group hardly knows the new models of Lancia and Chrysler.
Suggestions for improvement
Promotions that takes place at all branches of Pfister AG in Switzerland which are frequented by customers who are also a target group of Lancia.
Results
11% of the customers took part in a competition which increased the evening sale during the promotion. Sales of several cars during the 20 days of promotion.
