Presentation

on

Fabbrica Italiana Automobili Torino

Done by

Aadhavan K.P.
History of FIAT.

On 11 July 1899, Giovanni Agnelli was

part of the group of founding members of
FIAT, Fabbrica Italiana di Automobili
Torino. The first Fiat plant opened in 1900
with 35 staff making 24 cars. Known from
the beginning for the talent and creativity
of its engineering staff, by 1903 Fiat made
a small profit and produced 135 cars; this
grew to 1,149 cars by 1906. The company
then went public selling shares via
the Milan stock exchange.
About

Fiat Automobiles is the largest automobile

manufacturer in Italy. During its more than century-
long history, it remained the largest automobile
manufacturer in Europe and the third in the world
after General Motors and Ford for over 20 years, until
the car industry crisis in the late 1980s . In 2013, Fiat
was the second largest European automaker by
volumes produced and the seventh in the world, while
currently FCA is the world's eighth-largest auto maker.
 Fiat-brand cars are built in several locations around
the world. Outside Italy, the largest country of
production is Brazil, where the Fiat brand is the market
Contd... leader.The group also has factories in Argentina,
Poland and Mexico (where Fiat-brand vehicles are
manufactured at plants owned and operated by FCA
US for export to the United States, Brazil, Italy and
other markets) and a long history of licensing
manufacture of its products in other countries.
Current
produc tion
The Fiat 500 is a car produced by the Fiat company of
Italy between 1957 and 1975, with limited production
of the Fiat 500 K estate continuing until 1977. The car
was designed by Dante Giacosa. Redesigned in 2007, it
is currently distributed worldwide.A-segment - Fiat
PandaThe Fiat Panda is a city car from the Italian
automotive manufacturer Fiat. Current version is the
third one distributed as from 2012.C-segment - Fiat
TipoM-segment - Fiat 500LThe Fiat 500L enlarges, as
from September 2012, the Fiat 500 family with a Mini
MPV which replace the Fiat Idea.
arketing
ix of FIAT

Marketing Mix of FIAT analyses the

brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the FIAT
marketing strategy. The article elaborates the
pricing, advertising & distribution strategies used
by the company.
P roduc t
FIAT manages the need of mobility responsibly by offering wide
range of vehicles to its large number of consumers. Automobile
industry is providing flexible solutions to individual needs and offers
The product strategy the most popular means of transportation. The brand keeps
and mix in FIAT
innovating and introducing dynamic new models and new features.
marketing strategy
The company targets different audiences by offering different
can be explained as
follows products to them. For example, the model Panda was offered and
targeted toward young generation. The group brand invests huge
amount in research and development. FIAT is committed to reducing
CO2 emission, use of alternative fuels and engaging customers in
eco - responsible behaviour.
 Price

FIAT understands its target market and designs its pricing

strategies to best address their needs. Transparency in
This is the pricing pricing is of utmost importance to FIAT. Being an automobile
strategy in FIAT brand, the marketing mix pricing strategy of FIAT depends
marketing strategy: upon competitor, segment it is catering to, features in the
car and demand from customers. The products are keenly
and transparently priced. The price quoted by FIAT is the
price which is paid to the dealers .The customers have to
pay additional charges for additional features and delivery
 P lac e

FIAT believes in working with global supply chain and it has a

global dealership network to achieve high quality delivery in their
product, services and operations. The group brand has its presence
Following is the
in Europe, America, Asia, Africa and Australia and New Zealand. The
distribution
brand focuses on developing a relationship of mutual
strategy of FIAT:
understanding and respect to promote good practices and
sustainable development. FIAT also has International network of
agents and dealers who work for them for successfully delivering of
products to customer.
 FIAT Group believes that they have a moral responsibility to
contribute positively in the society. FIAT has a philanthropic strategy
which supports social inclusion, cultural growth and economic
development in local communities. The brand is a part of car races
The promotional and since the advent of the company and till date it promotes its products
advertising strategy in in motor races. The pull strategy is employed to attract the customer
the FIAT marketing
and make the sale by doing pre - publicity of the cars. The products
strategy is as follows:
demand increases due to the publicity and sales are achieved. FIAT
also asks experts and journalists to test drive and give their review
and opinion about the cars
I don't live a luxurious life.
I drive a small second-hand Fiat.
I don't have to worry about money,
which is itself a privilege.