So what they did is based on that input that they got from the market from
the target group they were addressing which was basically the same I spoke about
before, they came up with something which was revolutionary.
And what they came up with, this kind of hybrid.
It basically combined what you could get from a saloon car
with a small industrial vehicle.
So, what did they do?
Well, they took he positive things about the small industrial
vehicles they could find in the market.
It was basically functionality.
And, on top of that, added quite a few interesting things.
First thing they did was to change completely the out design.
Because, all the sudden design was rounded.
It was not, it was functional, still, but, it was not like edgy.
It was something much more trendy, something much more appealing.
That's one thing they did.
The second thing they did was to change completely
the functionality before they could get in the car, and introduce new functionality
that was unthinkable at the time of the case, which was thing likes air, etc.
So that's what they did, and
the last thing they did on top of that to complement the offering, to
complement the hybrid product they came up with, was to come up with flashy colors.
New colors,
because what you could get before that was very plain, straightforward, eight colors.
So this is the position.
This is what they came up with.
A target group was very, very well defined.
And now what I want to share with you,
is the history about how they came out with this.
What was the product lines like.
You think work.
Well, let's see it in a minute.
Thank you.
[MUSIC]
I said right before we were speaking about something revolutionary.
Introduced by Citroen for
the small industrial vehicles, which is the Citroen Berlanga.
So as I told you they basically come out with something completely differential for
a well defined target group and now I would like to speak with Miguel Fernandez.
Miguel, thank you for coming.
Today, I'm meeting with [INAUDIBLE], who's the marketing director, who is very,
very involved in the product launch, and knows all the details, okay?
So, let's speak to Miguel and see basically what they did.
So, Miguel, first of all, thank you again.
I would like you to share with us everything around the product launch,
the marketing company design, how it worked.
And how you connected with the positioning that you came up with for
this exclusive product.
>> Okay,