Abstract:

At the and of 1990 FASA RENAULT requested a project from us on environmental beautification and animation of an area in a dealer’s showroom specialized in the youth segment responding to the following objectives: -Increase the penetration in the youth segment, under 30 years old; -Repositioning RENAULT as an innovative brand with cars for the fashionable youth; - To make coherent at the dealer's level, the slogan that synthesizes the positioning of RENAULT cars the pleasure of living them so that the youth can feel the pleasure of buying them. The project, however, was not implemented for company reasons not related to the project's characteristics. Nevertheless, it is presented in this seminar as an example of the integration of the different approaches to services marketing strategy at the dealer's level. The concept that guided our project was the relationship and micromarketing Point of view for competitive advantages through service quality added to a personalized car exhibition.