Hello readers:
The last couple of weeks I have been learning about and analyzing different segments and how companies choose their target segment and position themselves where they want in that segment’s mind. And this reminded me allot about a superbowl comercial, the 2011 Dodge Charger comercial.
Dodge knows that the people that buy a Charger do not buy it because of its fancy gadgets, they buy it because of the muscle car spirit the Charger possess. They are targeting the car lovers who can stare more time at a car engine than a TV (unless there is a car show on the TV). These people love to drive, it can relax them, make them happy, and many times their driving can define their day. And posing the idea that with the other companies, soon they wont be able to drive… the cars will drive themselves. And they went even farther as to make reference to Matrix, a movie most or all of their market has seen. And they make reference to this dark future controlled by robots. So Dodge differentiated itself and established itself as “the leader of the human resistance”.
David Dana
