Merkanalyse Daihatsu

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Daihatsu is een bedrijf wat in 1907 in Japan is gestart met het produceren van motoren. In 1964 werd de eerste vierwielige personenauto gelanceerd. Kort daarna kwam ook de export naar Europa op gang. Vanaf 1978 is Daihatsu in Nederland vertegenwoordigd.

De nieuwe slogan van het Daihatsu bedrijf is:

Daihatsu begeeft zich op de markt van kleine auto’s. Een auto merk als Suzuki is ook voornamelijk alleen in deze markt aanwezig. Tegenwoordig zien we dat bijna elk automerk wel een klein automodel op de markt brengt echter een kleine auto is nog geen compacte auto. Ondanks de kleine afmetingen van een Daihatsu aan de buitenzijde is deze door allerlei innovatieve zaken toch zeer ruim van binnen.

Ook komt Daihatsu steeds weer met de zuinigste auto in zijn klasse. Het merk Daihatsu wil zich dan ook onderscheiden van andere merken (merkpositionering) door aan te geven dat ze milieu en toekomst belangrijk vindt. Tevens is ze betrouwbaar en goedkoop en biedt ze veel comfortabele ruimte in haar auto’s.

Bij de analyse van dit merk maak ik ook gebruik van de door Ruud Boer ontwikkelde merk-wijzer zoals hiernaast in model is weer gegeven:

In de tabel hierna staan mijn resultaten volgens het voorgaande model ingevuld. (Opmerking vooraf: Bij het woord zuinig gaat het eerst over de toekomst van onze aarde en het milieu in het algemeen en daarna pas over het geldelijke)

In deze presentatie heb ik MIJN merkanalyse van Daihatsu beschreven die gebaseerd is op gegevens die afkomstig zijn van: internet, radio en tv (commercials en programma’s), handleidingen van 2 modellen Daihatsu (Sirion2 en Cuore), folders, promotie auto’s, artikelen en autotests in bladen , nieuwsbrief, factuur, Garagebedrijf de Molenberg, Daihatsu bezitters, willekeurig geselecteerde mensen. Dit is een oefening die ik voor mijn opleiding Communicatie en Multimedia Design heb gedaan en is dus NIET afkomstig van Daihatsu!

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Merkanalyse Daihatsu

1. MERKANALYSE VAN DAIHATSU

2. Daihatsu is een bedrijf wat in 1907 in Japan is gestart met het produceren van motoren. In 1964 werd de eerste vierwielige personenauto gelanceerd. Kort daarna kwam ook de export naar Europa op gang. Vanaf 1978 is Daihatsu in Nederland vertegenwoordigd.

3. Het bedrijf verkoopt wereldwijd diversen modellen auto’s onder merknaam Daihatsu (corporate brand). Een modelnaam en kleine aanpassingen kunnen soms aan de eisen van een lokale markt aangepast zijn. Er is echter één uniforme uitstraling van het merk over de gehele wereld (monolitic identity).

4. De nieuwe slogan van het Daihatsu bedrijf is:

5. Daihatsu begeeft zich op de markt van kleine auto’s. Een auto merk als Suzuki is ook voornamelijk alleen in deze markt aanwezig. Tegenwoordig zien we dat bijna elk automerk wel een klein automodel op de markt brengt echter een kleine auto is nog geen compacte auto. Ondanks de kleine afmetingen van een Daihatsu aan de buitenzijde is deze door allerlei innovatieve zaken toch zeer ruim van binnen.

6. Ook komt Daihatsu steeds weer met de zuinigste auto in zijn klasse. Het merk Daihatsu wil zich dan ook onderscheiden van andere merken (merkpositionering) door aan te geven dat ze milieu en toekomst belangrijk vindt. Tevens is ze betrouwbaar en goedkoop en biedt ze veel comfortabele ruimte in haar auto’s.

7. ��

8. Bij de analyse van dit merk maak ik ook gebruik van de door Ruud Boer ontwikkelde merk-wijzer zoals hiernaast in model is weer gegeven:

9. In de tabel hierna staan mijn resultaten volgens het voorgaande model ingevuld. (Opmerking vooraf: Bij het woord zuinig gaat het eerst over de toekomst van onze aarde en het milieu in het algemeen en daarna pas over het geldelijke)

10. Slimme unieke toekomst gerichte mensen Personen: Koper is slim, want zuinig is goed voor milieu en voor de portemonnee Taal: Zuinige auto Kernconcept: Door schone motor valt er nauwelijks iets te ruiken Ruiken: Daihatsu een slimme keuze Merkbelofte: n.v.t. Proeven: Zuinige, slimme, betrouwbare en unieke Japanner Gewenste merkpersoonlijkheid: Apart motor geluid, natuur Horen: Zuinige, betrouwbare en compacte auto’s met een unieke vormgeving Merkwaarden: Unieke vormen Voelen: Zuinige betrouwbare compacte, auto’s maken Merkmissie: Een D als logo, compacte auto’s, unieke vorm en kleur Zien: De zorg om milieu en veiligheid wordt in de toekomst steeds groter Merk-visie: Visuele merk-identiteit: Mentale merk-identiteit: De Primaire Doelgroep : Zuinige autorijders

11. Het Merk Daihatsu maakt bij haar designdragers veel gebruik van afbeeldingen van haar automodellen en de aspecten zuinig en milieu; Een beeld in de vorm van een grote koe met de tekst: ‘hoezo melkkoe’ of ‘de zuinige heilige koe’. Landschap plaatje met veel groen en mooie blauwe luchten worden in filmpjes, folders en internet gebruikt om ook het milieu aspect weer te geven. Net als een vaak groen afgebeelde vlinder. Er worden verschillende kleuren groen voor achtergronden en letters gebruikt met daarbij vaak het knalrode logo. Ook zijn de demo auto’s en de schaal versies die men als kado weg geeft vaak groen.

12. In deze presentatie heb ik MIJN merkanalyse van Daihatsu beschreven die gebaseerd is op gegevens die afkomstig zijn van: internet, radio en tv (commercials en programma’s), handleidingen van 2 modellen Daihatsu (Sirion2 en Cuore), folders, promotie auto’s, artikelen en autotests in bladen , nieuwsbrief, factuur, Garagebedrijf de Molenberg, Daihatsu bezitters, willekeurig geselecteerde mensen. Dit is een oefening die ik voor mijn opleiding Communicatie en Multimedia Design heb gedaan en is dus NIET afkomstig van Daihatsu!

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Merkanalyse Daihatsu

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