Turning “point of sale” into an image and sales accelerator
Eric LemerleMarket Intelligence Department, Renault, France
Renaud Degon and Hubert BoulosBD&CO (Conseil Boulos Degon), France
STEP 1: RENAULT BRAND “SENSE”: INVERTING THE CLASSICAL QUALITATIVE/QUANTITATIVE SEQUENCE
In the car industry and when it comes to generalist brands (vs. niche/high end), we know that image is built through communication and particularly TV advertising. In many countries, the leading brand is actually the leading TV media spender. The total car industry category is generally one of the top three categories that spend on TV. On that basis...