Scenario: -

FIAT's 500X Crossover Ad Drives Audience Engagement on YouTube

After successfully revamping its iconic 500 model, the Italian automobile manufacturer FIAT launched the 500X crossover. To compete in an ultra-competitive market, FIAT France partnered with YouTube to produce an ad and measured impact in terms of ad recall, brand awareness, and search volume.

Fiat's approach was to stream video ad exclusively on YouTube before launching on other media. Fiat was also determined to measure the incremental impact of the campaign with a Brand Lift survey.With 13 million views, the FIAT 500X YouTube ad remains one of the top three most-viewed videos during the 2015 Super Bowl, with an impressive completion rate of 84%.

Full article available at:-https://www.thinkwithgoogle.com/marketing-resources/content-marketing/fiats-500x-crossover-ad-drives-audience-engagement-on-youtube/

Based on the above scenario of Fiat's marketing strategy to launch the 500X crossover, learners are requested to analyze the various aspects of International Marketing Management by preparing a Marketing report.

You MUSTfollow the Project Report format, which should contain the following sections:

1. Executive Summary: You shouldsummarize your marketing report briefly

1. Introduction: You should provide some background information on the case study organisation and a brief explanation on the various aspects of International Marketing management that are relevant to the product launch mentioned in the above case study.

1. Literature Review: You should conduct a review of relevant academic literature using at least 6-8 articles taken from reputed research journals/ article publications, as well as in addition consider any other secondary literature reports, company data/ any other relevant data, to critically analyse the available literature. The literature review should be based on:-

1. A brief critique on the current issues in marketing relevant to the case study organisation.
2. The changing global business environment and the challenges this poses on the marketing management practices employed by the case study organisation.
3. The development of a Marketing plan by applying relevant tools, models and techniques to support your analysis. The plan should be developed with regard to the case study organisation.

1. Application of theory to practice: Youneed to compare actual practices in the case study organisation with the key academic thinking established in the review of literature. It may point out similarities and differences, agreements and contradictions, arguments and counter arguments, and suggest explanations for these relationships. The focus of this section needs to be: -

a. An evaluation of marketing mix for the case study organisation.

b. To evaluate the relationship between three elements of consumer analysis and to establish how these three elements help the Brand (for the case study organisation) develop effective marketing strategies

1. Conclusions and Recommendations: You shouldsummarize the main findings, including their implications, and provide recommendations that directly relate to this analysis.