US auto giant Chrysler is set for a fresh marketing push in order to connect with its consumers and dealers. During the financial crisis, the financial condition of the Detroit based company had gone from bad to worse and the company had to finally file for bankruptcy with the US Federal Bankruptcy court. After restructuring of the US auto giant, a new entity was formed in which Fiat owns a 20% stake. So the financial mess of the company was taken care of but by this time a lot of damage had been done to the image of the company. Now the new entity under CEO Sergio Marchionne wants to change its image by a fresh marketing initiative. A new advertising campaign promoting the redesigned Jeep Grand Cherokee, which is the first all new vehicle from the entity will start being screend from the end of June 2010, followed by a meeting of its dealers in which the company will showcase its redesigned models, which will be launched in this year or early next year. This move by Chrysler is quite similar to what General Motors did when they came out with a campaign in which GM chief executive Edward E. Whitcare Jr. talked about his confidence in the re-organised General Motors post bankruptcy filing and reorganization. Some decades back, Lee Iacocca got Chrysler back from the brink and into profits. For CEO Marchionne, comparisons with the legend are inevitable.
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IIPM Article.Source :
IIPM Editorial, 2010.
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