UP MARKET MOVE. July, 31st 2015

Transcription

1 UP MARKET MOVE July, 31st 2015

2 What is pricing power? «Price is what you pay. Value is what you get. And in the long run, price follows value» Warren Buffet 2

3 European situation One front runner & a pack of followers How to catch up with the front runner? Peugeot 308 net pricing compared to its main competitors Next 308 = Best Competitor

4 Improving pricing power Analyze and implement a strategy to improve pricing power Understand Improve brand value Paid Price = Usage value / Client added value Optimize paid price Investment value / Residual value Improve pricing power => Actions on Client added value & residual value Improve Client added value & residual value 4

5 Pricing power pillars Reinforce Brands value, Innovative Marketing Communications ATTRACTIVE PRODUCTS EFFICIENT MARKETING DS Brand launch Geneva million people reached 42% Like/Share 5

6 Pricing power pillars Pricing Discipline Evolution of net price positioning adjusted for content in Europe to 2, Forecast Forecast to Forecast to 0 Back in the Race Targets 6 * vs the key competitor (one different benchmark for each brand - gap in %)

7 ATTRACTIVE PRODUCTS PEUGEOT WORLDWIDE PRODUCT FUNDAMENTALS EXCELLENCE ALLURE EMOTION UNCOMPROMISING QUALITY SHARP DESIGN INSTINCTIVE DRIVING EXPERIENCE PERCEIVED QUALITY & DURABILITY EFFICIENCY DESIGN IDENTITY INVENTIVE VEHICLE CONCEPTS UPPER VERSIONS INNOVATIVE COCKPIT & CONTROLS DRIVING SENSATIONS

8 Interior ATTRACTIVE PRODUCTS PEUGEOT WORLDWIDE PRODUCT FUNDAMENTALS EXCELLENCE ALLURE EMOTION UNCOMPROMISING QUALITY SHARP DESIGN INSTINCTIVE DRIVING EXPERIENCE PERCEIVED QUALITY & DURABILITY EFFICIENCY DESIGN IDENTITY INVENTIVE VEHICLE CONCEPTS UPPER VERSIONS INNOVATIVE COCKPIT & CONTROLS DRIVING SENSATIONS Best competitor New 308 Perceived Quality : First application on 308 followed by New C-SUV Expected new 308 Best competitor Old Long term Quality: 308 first results: outstanding 3 years ageing performance of materials Old 308 Best competitor Old Noise Control, soundproofing : Objective : 1st quartile of multi-brand surveys Exterior

9 Private range VOLUME ATTRACTIVE PRODUCTS PEUGEOT WORLDWIDE PRODUCT FUNDAMENTALS EXCELLENCE ALLURE EMOTION UNCOMPROMISING QUALITY SHARP DESIGN INSTINCTIVE DRIVING EXPERIENCE PERCEIVED QUALITY & DURABILITY EFFICIENCY DESIGN IDENTITY INVENTIVE VEHICLE CONCEPTS UPPER VERSIONS INNOVATIVE COCKPIT & CONTROLS DRIVING SENSATIONS GT LINE / GT FIRST DECILE : NO BRAND OFFER 80% OF SALES THROUGH MAINSTREAM RANGE HIGHEST DECILE COVERED WITH UPPER VERSIONS ALLURE ACTIVE ACCESS PRICE

10 ATTRACTIVE PRODUCTS PEUGEOT WORLDWIDE PRODUCT FUNDAMENTALS EXCELLENCE ALLURE EMOTION UNCOMPROMISING QUALITY SHARP DESIGN INSTINCTIVE DRIVING EXPERIENCE PERCEIVED QUALITY & DURABILITY EFFICIENCY DESIGN IDENTITY INVENTIVE VEHICLE CONCEPTS UPPER VERSIONS INNOVATIVE COCKPIT & CONTROLS DRIVING SENSATIONS Small steering wheel / Central display

11 Efficient Marketing & Communications Promote Product & Services UP TO 2015 AS OF 2015

12 Efficient Marketing & Communications Motivate dealers Fixed Margin Performance bonuses Quality bonuses Differentiated by Models Differentiation By Trim Level Sales Executive Standards 108 <.< 508 Access / Active < Allure /Upper Checked through Mystery Shopping

13 Efficient Marketing & Communications Train sales forces

14 Fierce Discipline Ensure strategy is consistently applied Organisation & Processes Gouvernance & Control Motivation Product Pricing Marketing Worldwide Brand CEO From conception to delivery Incentives & bonuses Production Sales Regional VP Commitment of Brand CEOs & Regional VPs CFO & Chairman of the Board Training & Personal development 14

15 15 Illustration with the New Peugeot 308

16 Peugeot 308 Enhanced positioning Strong product Excellence Car of the year Europe Uncompromising quality AP - Illustration 1 : GTI Allure Sharp design Launch upper versions Emotion Innovative cockpit Instinctive driving experience 16

17 Peugeot 308 Efficient marketing through Brand/model consistency AUGUST 2013 SEPT 2013 MARCH 2014 MAY 2014 DEC 2014 APRIL 2015 BRAND CAMPAIGN 308 LAUNCH 308 COTY 308 SW LAUNCH 308 GT LAUNCH PURE TECH ENGINE CAMPAIGN «Better opinion of the Brand?» (source : GfK) => c.+30 pts vs OEM average 17

18 Peugeot 308 Fierce discipline Measure positioning Low level of market Shares with Short term rentals Europe G5 Q % 14% 22% 14% Enhanced residual values New Peugeot 308 Bench Competitor 1 Competitor 2 New Peugeot 308 Mix enrichment with the New Peugeot 308 Level 3 & 3+ Level 1 & 2 27% New % DAT 39% (+ 4 PTS VS PREVIOUS 308) QUATTRORUOTTE 39% (+10 PTS) EUROTAX 47% ( +12 PTS) ARGUS 45% (+ 4 PTS) CAP 32% (+ 6 PTS) Old % 56%

19 Further levers to activate Geographical Extension New vehicles to be launched in 2016 and 2017 New Services 19

20 Products and technologies New upper range of models Technologies to maintain CO² leadership New C-SUV 5/7 seats BLUE HDI Diesel engine EB PURE TECH Petrol engine EAT6 AUTO transmission New D-Sedan Hybrid Plug- in New B electric 20

21 Services More value through an extensive infotainment offer TELEMATICS SERVICES EMBEDDED CONNECTED NAVIGATION MIRRORING.with a positive Residual Value impact (question asked to RV influencers / leasers in dec.14) Mirroring Solutions Embedded + Telematic Solutions

22 22 Thank you