This paper discusses the positioning strategies, market segmentation and brand extension of the Jeep brand of vehicles.
Written in 2009; 1,952 words; 7 sources; APA; $ 62.95
Paper Summary:
In this article, the writer notes that until 2005, the Jeep brand included only three vehicles, but has recently added four new sport utility vehicles to its lineup, announced a new tagline and advertising campaign, and has still managed to bring in strong sales without alienating its exceptionally loyal customer base. The writer discusses that, together with the unique product that it offer, Jeep's extremely effective use of market segmentation, target marketing and positioning strategies has been the reason for its continued success and high brand equity. The writer maintains that the company's brand extensions have also proven to be profitable without confusing their image or harming consumer attitudes about the brand. The writer concludes that because of Jeep's successful market strategies in addition to a very lucrative series of brand extensions, Jeep is proving that it can be a strong contender in the crossover SUV market, as well as remaining the market leader of the off-road vehicles.
"The Jeep brand has always been known for its rugged durability and off-road capabilities and has traditionally targeted a niche market of those who generally enjoy being outdoors and taking their vehicles off-road. However, in the last three years, Jeep has not only completely overhauled its most iconic vehicle, the Wrangler, it has also introduced four new types of sport utility vehicles to the market, including the Compass, which is the first Jeep that is not trail rated. Although many critics believed that the company was making a mistake by introducing so many new vehicles and that it would alienate its loyal customer base, Jeep has continued to persevere. The company has begun practicing market leader strategies, yet still continues to focus on its niche market."
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